An Essay on Baudrillard free essay sample

Baudrillard’s impact will be discussed in relation to social theory, namely structuralism and post modern theory. Furthermore, in order to completely understand Baudrillard’s view it is essential to apply the element of simulation and the hyperreal to today’s society. As Baudrillard boldly stated that ‘the gulf war did not take place,’ this discussion will look at the current media portrayal of the Israeli-Palestinian situation and the current, on-going intifada. References to relevant scholarly literature will be made to support opinions and justify statements. Although Baudrillard’s many writings on post modernism gained him a substantial following, Social theorist, Andrew Hussey explains that Baudrillard’s most famous commentaries would have to be his identifications of the terms Simulation and the Hyperreal. â€Å"Jean Baudrillard is celebrated for his ideas of simulation and hyperreality, which he uses to describe a world in which, as he sees it, images have replaced reality to the extent that objective truth about any human experience from art to war has become impossibility. † (Hussey, A. 2003, p. 33) To elaborate, Baudrillard’s most ecognisable notion that â€Å"the Gulf war of 1991 did not take place† (Hussey, A. 2003, p. 33) simply means that what audiences or media consumers were offered wasn’t a ‘real war,’ it was in fact a construction of media. It was a war, devoid of bloodshed and suffering – a mere media circus. Hussey, in ‘The Game of War states the Gulf war confirmed Baudrillard’s theories of simulacrum and hyperreality. † (Hussey, A. 2002, p50) To expand, the terms simulation and hyperreality refer to Baudrillard’s idea that reality no longer exists; that reality is replaced with images, signs and codes that are created by and take place in the mass media. Generally the role of media is thought to be, to represent or report on reality. However, Baudrillard’s main argument is that media no longer acts as a mechanism for mere representation, but is, as Douglas Kellner explains â€Å" coming to constitute a hyperreality, a new media reality – more real than real – where ‘the real’ is subordinate to representation leading to an ultimate dissolving of the real. † He continues in upholding Baudrillard’s view that the â€Å"media neutralizes and dissolves all content†¦leading to a collapse of meaning and to the destruction of distinctions between media and reality. (Kellner, D. 1989, essay UCLA) Ultimately, Baudrillard’s claim is based on the premise that mass media is responsible for the eradication of truth and certainty in the representation of society. Furthermore, arguing that representation no longer exists. This means that what is ‘represented’ is in fact fabrica ted to portray a more desirable concept of reality. This view is representative of, what Baudrillard refers to as â€Å"third order simulation† (Lane, R. 2000, p86). Where as first and second order simulation make allowances for the existence of reality â€Å"third-order simulation †¦ generates what he calls ‘hyperreality – that is, a world without a real origin. † (Lane, R. 2000, p86). Through various definitions and references to social theorists, the terms of simulation and hyperreality have taken shape. In addition it has become evident that Baudrillard’s assertion that mass media are responsible for the annihilation of the real is the main focus of this discussion. However, to simply define and discuss Baudrillard’s notion of simulation and hyperreality doesn’t succeed in the task of analysis. In order to successfully analyse this specific element of Baudrillard’s many theories, it is necessary to look at the strengths and the weaknesses of the case that he presents. Touted by many as being ‘More McLuhan than McLuhan;† Baudrillard takes McLuhan’s theory of â€Å"the medium is the message† and makes it the foundation for his argument of simulation and the hyperreal. Timothy Luke agrees by saying that â€Å"McLuhan’s formula†¦is appropriately the key formula of the era of simulation. † (Luke, T. 1991, p. 347). McLuhan presented a revolutionary theory that was widely accepted by, and enthralled many. To have a viable and heavily supported theory as the basis for an argument surely generates widespread interest and trust, to a certain degree. Baudrillard takes McLuhan’s theory and applies it to the post-modern world. Therefore his theory of simulation and hyperreality shares strengths with that of McLuhnaism. Like McLuhan, Baudrillard’s theory is concerned with mass media effects on a â€Å"macro-level† rather than being concerned with the impact on the individual. Furthermore, with technologies’ constant evolution, the notions of simulation and the hypereal continue to â€Å"enjoy longevity† (Baran Davis. 2003, p302) as new advances are made. An additional strength of Baudrillard’s argument is that he manages to blur the lines of media and audience, and, sender and receiver. This blurring of boundaries is what essentially upholds his notion of simulation. His whole point rests in the argument that â€Å"where the distinction between poles can no longer be maintained, one enters into simulation and hence almost absolute manipulation†¦not passivity, but the non-distinction of active and passive. † (Luke, T. 1991, p347). In order to successfully analyse Baudrillard’s notion of simulation and hyperreality, it isn’t sufficient to only present the theory’s strengths. Weaknesses are prevalent in Baudrillard’s argument and therefore need to be addressed. Just as the previously mentioned blurring of boundaries can been viewed as strength, Baudrillard, as Luke stresses is guilty of â€Å"lumping everything into the category of seduction. † (Luke, T. 1991, p348). Luke explains that Baudrillard overlooks factors such as politics, sex, money, power and economy and assumes that they are â€Å"one universal force† (Luke, T. 1991, p348). A major weakness is that Baudrillard underestimates the various factors of society, underestimates their power and most importantly overlooks the capacity of the individual. His theory assumes a ‘mass media approach’ that undermines the individual’s ability to choose to interact with media. Ultimately, Luke states that â€Å"Baudrillard makes claims and never really demonstrates definitely how this all works with carefully considered evidence. † (Luke, T. 1991, p348). As a famous structuralist, Baudrillard had a profound impact on communication theory. Structuralism refers to the notion that the world is made up of â€Å"relationships rather than things† and that an â€Å"entity or experience cannot be perceived unless and until it is integrated into the structure of which it forms a part† (Hawkes, T. 992, p18. ) Baudrillard’s main contribution was the observation that codes and symbols are all connected to the various discourses of media. Simulation and hyperreality stem from Baudrillard’s observation that media produces ‘hyperreal’ forms of nature. What Baudrillard doesn’t consi der is that interpretation of the ‘hyperreal’ differs from individual to individual due to each persons own unique ideology. Eventually, Baudrillard’s contribution has been significant and somewhat controversial. Whether one agrees with Baudrillard’s observations or not; Hussey states that â€Å"today, Baudrillard is everywhere, even in the places he never expected or wanted to be. (Hussey, A. 2003, p33). Whether his views echo through the Big Brother house or more poignantly, in the ‘media’s’ Middle East, is yet to be explored. Baudrillard’s concept of simulation and hyperreality is evident in society today. A prime example is the current Israeli – Palestinian situation. Is what audiences see in the media a ‘real’ portrayal of the situation in this tiny corner of the Middle East? Or is it once again â€Å"the hyperreal television image† (Lewis Slade, 2000, p. 92). To illustrate it is necessary to draw on a scenario provided by Mitchell G. Bard. â€Å"During the intifada it was common for the media to portray the battle in David versus Goliath terms, an image reinforced by pictures of children tossing stones at heavily armed soldiers. The situation was actually quite different, as U. S. journalist Sidney Zion discovered during an august 1988 visit to Bethlehem. Zion was nearly struck by a rock while riding in a taxi cab. It’s a good thing the rock missed me†¦. It was clear the Arabs weren’t aiming for dead air . Zion said that American media reports had led him to believe that the rock throwers were aiming at the Israeli Army, not at taxicabs. Did you ever see anything on TV? Did you read anything contrary in the newspapers? Kids were tossing stones at soldiers, that’s all! It simply didn’t occur to me that American journalists would suppress news of a life and death danger†¦On any given day in the West bank, Israeli civilians are getting brain damaged from these nice little Arab youngsters and their pebbles† Myths and Facts: A Guide to the Arab Israeli Conflict Mitchell G. Bard (2002, p316) This scenario indicates that Baudrillard’s concept of the ‘hyperreal’ is relevant in today’s society. Baudrillard’s claim that the media machine is generating, a simulated version of truth can be seen in the example of the coverage of Israeli-Palestinian situation. Tamar Liebes refers to the media’s coverage of the Palestinian intifada (Palestinian resistance and uprising) by using the terms â€Å"Our War† and â€Å"Their War† (1992, p44). Liebes is referring to Israeli and American coverage. The two concepts can be compared as in today’s global society; Israeli’s have both representations at the flick of a switch. Israeli news presents â€Å"Our War† and CNN presents â€Å"Their War. Therefore, Baudrillard, although radical in his views, to a degree, is still very much relevant today. As an Australian, if one asks any Israeli ‘Do you really catch a bus to work? They’re always blowing up! ’ Most will answer, with an ironic smirk â€Å"If I could afford not to catch the bus everyday, then I could probably afford not to work! Media consumers are more likely to believe the media’s version of reality, rather than the natural reality. Baudrillard claims â€Å"We no longer believe what we see until we have seen it on television. † (Lewis Slade, 2000, p. 92). There are many ways that Jean Baudrillard has been described. However, what is most important is to analyse the relevance of what he actually claims. His concept of simulation and hyperreality has been well documented throughout mass communication theory and various opinions exist on the merits, relevance, strengths and weaknesses of his arguments. To successfully anaylse the major element of simulation and hyperrealty it was necessary to define the terms and to outline the major argument. Furthermore, successful analysis is incomplete without identifying the key strengths and weaknesses of Baudrillard’s claims. Various strengths and weaknesses have been highlighted and elaborated upon. Baudrillard’s impact on communication theory was discussed. However, this impact is best explained when related to an existing media situation. The media’s coverage of the Israeli-Palestinian situation exemplifies that Baudrillard’s concept of simulation and hyperreality is relevant in today’s society.