J. BAUDRILLARD AS A DIVERGENT THINKER AND CONSPICUOUS CONSUMPTION

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J. BAUDRILLARD AS A DIVERGENT THINKER AND CONSPICUOUS CONSUMPTION

Journal Title: The Journal of International Social Research - Year 2016, Vol 9, Issue 47

Abstract

Jean Baudrillard, one of the most influential thinkers of the last period is known his refusal to the current political and ideological approaches. Baudrillard as a thinker influenced by Marx's ideas attempted to revise Marxist theory in the early years of his intellectual life, but especially since his studies published in 1970s, he began to express harsh criticism to the classical Marxist tradition. Jean Baudrillard has gained worldwide fame after his ideas on simulation theory and consumption. The main focus of this article is to analyse Baudrillard’s ideas on conspicuous consumption, and so to make a contribution to a better understanding of today’s consumption habits. In this regard, first of all, by considering the various criticisms on difficulties in understanding Baudrillard’s ideas, an overview of his approach on different topics including conspicuous consumption is reviewed to facilitate the understanding of his ideas. Subsequently, the reasons for consumption came to the forefront in today's world is emphasized, and finally, the issue of conspicuous consumption is analysed. According to Baudrillard, unlike the period based on production and class relations, the primary sectors in today's world are service and communication sectors, and these aforementioned sectors are in fact reproduction sectors rather than becoming a production sector. Both agricultural societies and industrial societies are identified through their production form, whereas consumption phenomenon in today's societies comes to the foreground rather than production. At that point conspicuous consumption is becoming a widespread phenomenon rather than consumption of basic necessities. Today, common consumer objects are not seen as a social class indicator anymore, while consumption used to be seen as one of the key indicators of social class. Baudrillard points out that the distinction between vital or basic necessities and fake or artificial necessities in a consumer society are blurred. Fake necessities which are presented like basic necessities in conspicuous consumption are produced just like commodities. Conspicuous consumption is seen as a social prestige or status symbol, and that makes consumption of luxury goods or the objects belonging to famous brands widespread. In this context, individuals in conspicuous consumption have become a fashion or brand addicts. Baudrillard emphasises that no one is free in this game, and everyone is both a slave and master in the meanwhile. In a consumer society, the concepts of happiness and unhappiness are in the foreground beyond the concepts of goodness and malice, and the happiness of the masses is assumed to be directly proportional to consumption. Within this context, all desires are materialized, and consumers are seduced with the imaginary meanings attributed to objects of consumption. With regard to this seduction, relations with commodities in a consumer society are converting people to an object. Visuality of a commodity or its indication value is more important than its invulnerability, durability, use or utility value in conspicuous consumption.

Authors and Affiliations

Mehmet ANIK

Keywords

Baudrillard Postmodernism Consumption Conspicuous Consumption Basic Necessity Artificial Necessity.

EP ID EP252801
DOI 10.17719/jisr.2016.1391
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