"He who knows how to breathe the air of my writings
knows that it is an air of the heights, a robust air". So wrote German
philosopher Friedrich Nietzsche.
Similarly, one has to be suited to the atmosphere of the
writings of Jean Baudrillard, the radical French sociologist and intellectual
successor to Nietzsche, who died last week. If one can "breathe his
air", one can gain remarkable insights in Baudrillard's work on
postmodernity and hyperreality, social and media theories and, indeed, on
Nietzsche himself.
Or else, as many modern sociologists have discovered when
faced with his major works such as Symbolic Exchange and Death (1976),
Simulacra and Simulations (1981) and, most recently, The Intelligence of Evil
Or The Lucidity Pact (2005), there is serious danger of an apoplectic reaction.
Baudrillard is notorious for his trenchant political
critiques of the writings of Michel Foucault on power and the feminist
activities of the late Susan Sontag. Likewise, his development of the concepts
of simulation and hyperreality and his remarks on the mass media world of The
Matrix, on technology and postmodern science have been subjected to rigorous
analysis and debate. Most infamous of all, perhaps, was his observation that
the Persian Gulf War did not take place.
Yet I would argue that it was his assault on modern
sociology that really hits the mark and where, in fact, he had a singular and
sometimes terrifying capacity to disturb its supposedly tranquil waters. For
Baudrillard, the outsider, managed to expose everything from Marxist sociology
and the near-pointlessness of political engagement to the foundations of
contemporary social thought. How liberally one breathes the air when encouraged
by him to confront the disappointments of the postmodern social system, depends
upon how one responds to his sometimes-difficult works. Postmodern sociology,
as Baudrillard appreciated and lived it, was a constant deliberation undertaken
through the writing of highly provocative and stylised texts that are
frequently rejected tout-court by the high priests of modern social theory.
Baudrillard was a seeker after all things extraordinary who
questioned the utilitarian foundation of both Adam Smith's classical and Karl
Marx's radical social and economic thought by concentrating on the life and
nature of commodities — the object — in contemporary consumer society. Any
consideration of consumption had previously been expelled by contemporary
Smithian and Marxist sociology obsessed with production and accumulation. From
the understanding provided by his long, itinerant meanderings in the more or
less prohibited social theory of Georges Bataille, Baudrillard learnt to
observe the starting point of the economic and the object from a perspective
very different from that of modern sociology.
In fact, what Baudrillard revived and expanded on was the
covert history of Bataille's "notion of expenditure", a radical
theory that saw as deficient the writings of Smith and Marx, those sociological
grandees associated with the introduction of concepts such as use value and
exchange value. However, the reality of his insights were too much for modern
sociology to swallow, particularly when he argued that in the postmodern
society people are increasingly exchanging visual signs with one another. Value
is no longer tied to an object’s use value or exchange value, but instead to
its sign value.
Baudrillard demonstrated his true strength through his
argument that the machinery of conspicuous consumption continues to be affected
by symbolic values. These became for him increasingly the real gauge of social
values because symbolic values are fundamentally linked to pre-capitalist forms
of organisation that contemporary society likes to pretend that it has
transcended.
For Baudrillard, the failure of modern sociology was not
necessarily its faith in its ideal type, the perfect society or even its
blindness concerning symbolic exchange. Rather, its breakdown was and is its
powerlessness in the face of the demise of both semiotics and the material
world. In other words, each significant move in Baudrillard's writings, indeed,
every stride he made away from semiotics and materialism and towards an
understanding of the symbolic order was a kind of resistance to our
sign-dominated contemporary society. Yet he did not automatically contest postmodern
social principles. Instead, he was prepared to challenge their symbolic
presence and characteristics, to set his analytical sights on the forbidden
features of enchantment and seduction, brutality and abrupt reversibility that
lie at the core of contemporary consumption and expenditure. In this sense,
Baudrillard's postmodern sociology continues to provide a much-needed critique
of semiotic society. For what had been outlawed more or less in principle up
until his arrival on the modern sociological scene was the fact that the age of
restricted production and accumulation was over and that the era of limitless
consumption and expenditure had begun.