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Theories of Broadcast Media 37
Baudrillard examines the cultural status of representation in European
society to suggest that it evolves through the above forms of phenomenality.
The first phase is easily recognizable in the code of journalists today,
who, with their narrow conventions and frameworks of objectivity, bias
and neutrality, embrace the prospect of a correspondence between reality
and the representations they produce. The second phase is also recog-
nized in various understandings of ideology discussed above, that repre-
sentation is largely a distortion of real conditions. The third phase is
probably the most difficult to understand. Here, Baudrillard argues that
an objective representation of the real is impossible, because the referent
is already a simulational reality. Therefore, representation hides not ‘the
truth’ but the fact that there is no ‘truth’. His most famous example is
probably his claim that the function of theme parks like Disneyland is to
encourage us to think that the rest of society is somehow ‘real’ – whereas
for Baudrillard the entire world has today become, in a sense, a giant
theme park (see, in particular, Baudrillard, 1988).
The fourth phase marks the end of social reality itself as an available
referent. This is easy to understand. The connection to the referent can
become lost altogether – something which is indicated by the emergence
of a number of interesting genres like ‘reality TV’. What is represented on
TV is supposed to be more significant than other forms of experience.
At the same time, the television itself can be found colonizing our public
lives everywhere we turn, in taverns, shopping malls, delis, laundromats,
airports, train stations, hardwares and local stores. As McCarthy (2001)
argues, ‘TV integrates into our everyday environments so well that we
barely notice its presence’ (2). Indeed, according to Baudrillard, these two
senses of the screen becoming the real (the screen colonizes the real, and
the real is only ‘real’ if it is on a screen) mean that images begin to refer to
each other rather than to the ‘real’ world.
This relationship is not unlike the kind of relationships involved in
commodity fetishism, which Marx investigates. As discussed earlier, for
Marx, it is only via the commodity that individuals experience their con-
nection to each other. We can recall that whilst commodity fetishism con-
ceals the ‘essence’ of the commodity (which for Marx is labour), the
‘appearance’ of the commodity in the advertisement and on the shelf is
also ‘real’ and therefore convincing.
For Baudrillard, it is the image itself that becomes the measure of
all things, including our access to social reality. ‘Everywhere socialization
is measured according to exposure through media messages. Those
who are under-exposed to the media are virtually asocial or desocialized’
(Baudrillard, 1983: 96). The image is highly convincing and we do not
seem to be able to live without it. But the greater our exposure to the mass
of images, the more ‘information’ we receive, the more we come to live in
a world of less and less meaning: ‘Information devours its own contents;
it devours communication and the social’; it ‘impodes’, and for two
reasons: firstly: ‘[i]nstead of causing communication, it exhausts itself in