The Precession of Simulacra: Group Response from Natalia, Fernando, Martin

In this essay, Baudrillard focuses his argument on the distinction and relationship between reality, simulation, and representation. He suggests that today’s society has been absorbed into a system of simulations that hide the fact that reality behind it is disintegrating. The main characteristic of simulation, according to Baudrillard is its ability to replicate the real, blurring the line between the two states. For example, a person who is simulating an illness has all the same symptoms as a truly ill patient; he is not “hiding” that he is not ill, he becomes ill himself. In simulation, everything becomes a sign, and achieves a state of much higher malleability, as it is no longer real. As such, it is much easier to shape and manipulate a simulated world, than a real one. In order to hide this fact, society creates things that emphasize distinction between reality and simulation, such as Disneyland, which exists only to hide the fact that its surroundings are just as false.

Our group discussion focused on drawing interesting examples from contemporary culture that further support the points made by Baudrillard. The list quickly became very long and varied, including such things as Las Vegas, Guitar Hero, Reality TV, and Starbucks. Starbucks, particularly, is an excellent example of Baudrillard’s ideas. Its design and marketing strategies are aimed at simulating neighborhood coffee shops, with their couches, warm light, cozy atmosphere and light music. Because of its popularity, the spread of Starbucks has pushed many smaller coffee shops out of business, thus eliminating the very model on which it was based. Another interesting point that arose during our discussion is the relationship between Baudrillard’s theory and post-modernism. Where does it fit into his ideas, and how can his critique of today’s society be applied to a critique of post-modernist art practices?

Question: Is Baudrillard suggesting that we need to escape the simulation, similarly to Plato’s model of the cave which had to be exited? If so, what can we do to re-establish our connection to reality?