In addition, his postmodern universe is one of hyperreality in which entertainment, information, and communication technologies provide experiences more intense and involving than the scenes of banal everyday life, as well as the codes and models that structure everyday life. that all simulate the ‘the real world’ and reality. The media creates stories, photographs, pictures, social contacts etc. In this case, this immediately refers to the media. With simulation, he means that societies are organized around representations that focus on ‘simulating’ reality. Baudrillard speaks about postmodern societies that are organized around ‘simulation’. The theory of simulacra and simulation connects very well to today’s digital media. But, this is not the only idea of Baudrillard that links to the digital era. Taking on meaning and even creating stereotypical realities regarding certain groups or surrounding certain objects. We see technologies, especially the newest ones, as signs of an individuals prestige and identity. This consumption society is very alive to this day. About Jean Baudrillard from ‘Stanford Encyclopedia of Philosophy’ Thus, just as words take on meaning according to their position in a differential system of language, so sign values take on meaning according to their place in a differential system of prestige and status. In this system, the more prestigious one’s commodities (houses, cars, clothes, and so on), the higher one’s standing in the realm of sign value. Societies are thus based on sign-value, the value of the sign, in this case, luxuries, objects, clothes, or a little bit more modern: technologies.įor Baudrillard, the entire society is organized around consumption and display of commodities through which individuals gain prestige, identity, and standing. This society and identity that is based on consumption and consumers is very relevant and accurate as of today. Everything you buy is a sign (in the Saussurian definition) that says something about who you are, where you come from and what place you have in society. And this world, the societies within it, are all based on consumers. There is a world, but it is constructed (a very postmodern and poststructuralist perspective). In Baudrillard’s Simulacra and Simulation the idea is sort of like the Matrix.

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