Page 203 - Cultural Theory and Popular Culture an Introduction

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Jean Baudrillard 187

has been a historical shift in the West, from a society based on the production of things
to one based on the production of information. In For a Critique of the Political Economy
of the Sign, he describes this as ‘the passage from a metallurgic into a semiurgic society’
(1981: 185). However, for Baudrillard, postmodernism is not simply a culture of the
sign: rather it is a culture of the ‘simulacrum’.
A simulacrum is an identical copy without an original. In Chapter 4, we examined
Benjamin’s claim that mechanical reproduction had destroyed the ‘aura’ of the work of
art; Baudrillard argues that the very distinction between original and copy has itself
now been destroyed. He calls this process ‘simulation’. This idea can be demonstrated
with reference to CDs and films. For example, when someone buys a copy of Steve
Earle’s The Revolution Starts Now, it makes little sense to speak of having purchased the
original. Similarly, it would make no sense for someone having seen The Eternal
Sunshine of the Spotless Mind in Newcastle to be told by someone having seen the film
in Shanghai or Berlin that he had seen the original and she had not. Both would have
witnessed an exhibition of a copy without an original. In both cases, film and CD, we
see or hear a copy without an original. A film is a construction made from editing
together film footage shot in a different sequence and at different times. In the same
way, a music recording is a construction made from editing together sounds recorded
in a different sequence and at different times.
Baudrillard (1983) calls simulation ‘the generation by models of a real without
origins or reality: a hyperreal’ (2). Hyperrealism, he claims, is the characteristic mode
of postmodernity. In the realm of the hyperreal, the distinction between simulation
and the ‘real’ implodes; the ‘real’ and the imaginary continually collapse into each
other. The result is that reality and simulation are experienced as without difference –
operating along a roller-coaster continuum. Simulations can often be experienced as
more real than the real itself – ‘even better than the real thing’ (U2). Think of the way
in which Apocalypse Now has become the mark against which to judge the realism of
representations of America’s war in Vietnam. Asking if it has the ‘look’ of Apocalypse
Now is virtually the same as asking if it is realistic.
The evidence for hyperrealism is said to be everywhere. For example, we live in a
society in which people write letters to characters in soap operas, making them offers
of marriage, sympathizing with their current difficulties, offering them new accom-
modation, or just writing to ask how they are coping with life. Television villains are
regularly confronted in the street and warned about the possible future consequences
of not altering their behaviour. Television doctors, television lawyers and television
detectives regularly receive requests for advice and help. I saw an American tourist on
television enthusing about the beauty of the British Lake District. Searching for suitable
words of praise, he said, ‘It’s just like Disneyland.’ In the early 1990s the Northumbria
police force introduced ‘cardboard police cars’ in an attempt to keep motorists within
the law. I recently visited an Italian restaurant in Morpeth in which a painting of
Marlon Brando as the ‘Godfather’ is exhibited as a mark of the restaurant’s genuine
Italianicity. Visitors to New York can do tours which bus them around the city, not as
‘itself’ but as it appears in Sex and the City. The riots, following the acquittal of the four
Los Angeles police officers captured on video physically assaulting the black motorist