Jean Baudrillard is one of those postmodernist philosophers that people can name but probably don’t know much about. He’s most famous for his work Simulacra and Simulation, in which he argues we’ve replaced everything real in our society by symbols (more on this later). If you’re thinking of the movie The Matrix, then you’ve understood. That movie gets misattributed to a lot of different philosophers, but the underlying concept is basically a fictionalization of Baudrillard’s ideas.
I thought we’d tackle his paper “The Masses: The Implosion of the Social in the Media” published in New Literary History, Vol 16, No 3. The paper appeared in 1985, and it tackles issues relevant to our current media environment. I thought it’d be interesting to see how it holds up now.
He begins with an observation about the media:
…they are what finally forbids response, what renders impossible any process of exchange (except in the shape of a simulation of a response, which is itself integrated into the process of emission, and that changes nothing in the unilaterality of communication).
In the 80’s, as well as traditional media today, this is certainly true. There’s no way to comment on or engage in a dialogue with the people presenting information on TV or radio or even podcasts or newspapers and blogs with closed comments. Traditionally, media gets to define the conversation, and when there is “response” to what they say, it’s still controlled by them, and they still distribute that response to you.
Baudrillard wants to frame this as a power imbalance. The media have a monopoly on information. When a response is allowed, the exchange of ideas becomes more balanced.
Baudrillard brings up the case of an opinion poll as an example to motivate the next part of the paper. He points out that this distribution of information is merely symbolic of the state of opinion. There is a complicated interaction where the information itself changes opinion, rendering itself obsolete. This type of distribution of information introduces uncertainty on many fronts:
We will never know if an advertisement or opinion poll has had a real influence on individual or collective wills—but we will never know either what would have happened if there had been no opinion poll or advertisement.
Here, I have to say this analysis is a bit dated. This statement was probably accurate in the 80’s, but with Google, and other analytic big data companies, tracking so much of our lives, we can be quite certain if certain advertisements or polls have caused some sort of influence on both individual and collective wills.
This point is mostly not important to the overall thesis of Baudrillard in the article, though. He goes on to make an astute observation that can cause a bit of anxiety if you dwell on it too much. We don’t have a good way to separate reality from the “simulative projection in the media.”
It’s a complicated way to say that we just can’t check a lot of things. If we see on the news that there was a minor earthquake in Japan, we believe it. But we weren’t there. All we get is the simulation of reality as provided by the news. Of course, there are other ways to check that fact by going into public seismic activity records, etc.
But there are other narratives and simulations that are much harder to check, and in any case, we are bombarded by so much information that we don’t have time to check it. We believe the narrative as presented. If we come across a competing narrative, we only become uncertain. It doesn’t actually clarify the situation (here we get back into Lyotard territory).
Baudrillard would later write a book-length analysis of this about the Gulf War (entitled The Gulf War Did Not Take Place) in which he claims that the American public only received propaganda about the war through the media. The war took place, but the simulated reality the public received did not accurately reflect the events that occurred. Moreover, there were pretty much no sources outside this propaganda to learn about the actual events.
We live in an age of hyperinformation, and the more we track how everything is changing, the worse our understanding gets. This isn’t Baudrillard’s wording, but I can see how this makes sense: we confuse noise for signal when we pay too close attention. We also get trapped in our own little information bubbles when we pay too close attention. “Hyperinformation” (his term) can lead to more uncertainty, not less.
I think we’ve come to a point where hyperinformation is at least somewhat good. Yes, for the reasons listed, it can be paralyzing if you want the truth. But at the same time, it means the truth might be out there to discover. We don’t only get the corporate media narrative now. There are independent reporters and journalists working hard to present viable alternatives. It isn’t hopeless to see through the noise now (as it was back in the 80’s).
Baudrillard says we can get out of the despair of all this by treating it like a “game of irresponsiblity, of ironic challenge, of sovereign lack of will, of secret ruse.” The media manipulates and the masses resist, or better yet, respond.
I’ll just reiterate that what Baudrillard identifies as the central problem here has been partially solved in modern day. The masses have twitter and facebook and comments sections and their own blogs and youtube channels. The masses have a way to speak back now. Unfortunately, this has opened up a whole new set of problems, and I wish Baudrillard were still around. He’d probably have some interesting things to say about it.
Now that I’ve been doing this Critical Postmodern Reading series, I’m coming to believe these postmodernists were maligned unjustly. I’m coming to believe we should keep two terms distinct. The “postmodernist philosopher” analyzes the issues of the postmodern condition. The “postmodern academic” utilizes the confusion brought on by the postmodern condition to push their own narrative.
It’s easy to look at the surface of Baudrillard and claim he’s some crackpot history denier that thinks there’s no such thing as objective reality so we all make our own truth.
But if you read him carefully, he seems to be saying some very important true things. He thinks there is an objective, true reality, and it’s dangerous that we all simulate different versions of it (i.e. we filter the news through an algorithm that tells us the world is how we think it is). The truth gets hijacked by narratives. He sees the monopoly the media has on these narratives as damaging and even simulating a false reality.
His writing doesn’t even slip into incomprehensible, postmodernist jargon to obscure the argument. I thought this article was illuminating despite and comprehensible. The only parts that don’t still feel applicable are where he didn’t predict how technology would go.