Reworked front cover image to Jean Baudrillard
by Emmanuelle Fantin and Bran Nicol
(Reaktion Books, 2025)
'Identity is a dream pathetic in its absurdity.'
I.
There are several reasons why I like Baudrillard and feel a certain degree of kinship. For one thing, we both come from humble backgrounds ...
If I insist on (but do not identify in terms of) my working class origin, Baudrillard deployed his rusticity "against the intellectual milieu he would inhait for the major part of his life" [21] and often cited his peasant-nature "in order to portray himself as an alien driven into the world of the elite" [21], but never comfortably at home there.
And if he was a prolific writer - publishing over forty books - he retained a certain rural laziness in defiance of an industrial work ethic and its associated values, such as competitiveness and ambition (values which underpin academia as much as they do the world of commerce).
Baudrillard really didn't give a shit about belonging or becoming a benign success: "'I'm something of a [...] barbarian at heart, and I do my best to stay that way'" [21] [a].
II.
Another reason I like Baudrillard: his style of poetry is one I recognise and have tried to emulate; little fragments of language that trigger thoughts rather than feelings (Lawrence calls them pansies). Although his poetic influences - Hölderlin, Rimbaud and Artaud - are not mine and he is a naturally more lyrical writer than I am.
They key point is: Baudrillard's poetic sensibility shaped his later theory which, like the work of other French theorists, is "close to philosophical thought, but more literary and speculative in spirit, and more interdisciplinary in method" [39].
I loved this style of thinking when I first encountered it in the 1990s and I still love it now; even if others are now returning to common sense and are so over writers like Baudrillard, Barthes, Derrida, et al.
III.
Like Sid Vicious, I was too busy playing with my Action Man to really know what was going on in Paris in May '68, but Baudrillard was very much, as a sociologist at Nanterre, Johnny-on-the-spot (if not exactly in the thick of the action).
His attitude to the Situationists, however, was ambivalent: "He accepted Debord's broad definition of the society of the spectacle, but rejected its Marxist theoretical foundations, which he considered far too 'normative'." [45]
Baudrillard thought "a more advanced theory of how signs operate in the modern world was needed - to understand images not as travesties of reality but as reality themselves" [46].
"Nevertheless Baudrillard sympathized with the Situationists' anti-authoritarian impulses, appreciated their fusion of artistic practice and politics, and enjoyed their Hegelian strategy of 'immanent critique' and attacking from within." [46]
Thus, there would "remain something fundamentally 'situationist' about Baudrillard's work" [46] and he cheerfully accepted the image of himself as an intellectual terrorist; i.e., one who blows up ideas and shatters beliefs: I am not a man I am dynamite, as Nietzsche would say [b].
IV.
Yet another reason I like Baudrillard is that he shares my fascination with objects and the way they relate to each other "as a system and a syntax, denoting a world that is more complex than it seems" [50].
However, Baudrillard wasn't merely interested in objects as signs and the role they played within human social interactions:
"He was more concerned with the object itself. For him [...] the object allows us to choose a path away from the question of the subject [...] which always tended to be privileged in contemporary philosophy." [50]
It's a slightly magical way of thinking; the object doesn't simply signify - it enchants. Baudrillard thus restores a sense of mystery to the things "we share our world with and normally take for granted" [51]: lamps, mirrors, clocks, chairs, etc.
V.
Was Baudrillard a bit of a fraud?
That seems a bit harsh to me.
Nevertheless, his self-presentation as a lone theorist on the outside of everything was "always characteristically ironic and performative" [62] and he participated in many collective projects.
The one thing he did place himself outside of in the early-mid '70s was Marxism, which he came to regard as "nothing other than the mirror-image of bourgeois society because it placed production at the centre of existence and thereby normalized the capitalist system" [65].
One of his most important works, L'échange symbolique et la mort (1976) [c], attempted a "radically different way of understanding society and culture by turning to both pre-capitalist systems as models and to a range of radical and eclectic French cultural theorists and writers, such as Georges Bataille, Marcel Mauss and Alfred Jarry" [65].
Now, excess and expenditure were key terms and Baudrillard spoke of sacrifice and death. The book thus consolidated his reputation as "a highly idiosyncratic and controversial thinker, inhabiting the margins of conventional sociology or philosophy" [65].
In brief: symbolic exchange is an alternative political economy to the one imagined by Marxism and it "confounds the system of complete exchangeability or reversibility of signs that defines modern capitalism" [66].
It also lets death back into the game (as the ultimate challenge).
I know that, thanks to The Matrix (1999) [d], if people can name one book by Baudrillard it's Simulacra and Simulation. But, if asked to name the one text that really sets the scene for his later work and in which he becomes "no longer just a leading representative of French theory but an enigmatic, provocative and, eventually, iconic figure" [67], then it would have to be Symbolic Exchange and Death.
Notes
[a] Having said that, Fantin and Nicol say that Baudrillard "would always harbour a paradoxical sene of resentment that he was never fully accepted by the French philosophical establishment" (2025, p. 27).
[b] See Nietzsche writing in Ecce Homo, 'Why I Am a Destiny' (1). In the following section (2), Nietzsche adds: "I know joy in destruction to a degree corresponding to my strength for destruction ..." I am quoting from the English translation by R. J. Hollingdale (Penguin Books, 1979), p. 127.
Baudrillard's self-characterisation as a terrorist can be found in Simulacres et Simulation (1981), where he writes: "I am a terrorist and nihilist in theory as the others are with their weapons. Theoretical violence, not truth, is the only resource left us." I am quoting from the English translation by Sheila Faria Glaser (University of Michigan Press, 1994), p. 163.
[c] This work was translated into English as Symbolic Exchange and Death, by Iain Hamilton Grant (Sage Publications, 1993).
[d] In The Matrix (dir. the Wachowski's, 1999), the protagonist Neo, played by Keanu Reeves, hides a floppy disk inside a copy of Baudrillard's Simulacra and Simulation - and so it was author and book suddenly found a whole new level of fame.
However, Baudrillard being Baudrillard, he distanced himself from the enormously successful movie by declaring that it was 'the kind of film about the matrix that the matrix would have been able to produce'. See 'The Matrix Decoded: Le Nouvel Observateur Interview with Jean Baudrillard', International Journal of Baudrillard Studies, 1/2 (July 2004).
The main issue Baudrillard had with the film was that, in his view, it completely missed the point of his work and confused the classical Platonic problem of illusion with the postmodern problem of simulation. For an interesting discussion of this, see the essay entitled 'Why Baudriilard Hated The Matrix: And Why He Was Wrong', on The Living Philosophy (17 April 2022): click here.
To read part one of this post on Emmanuelle Fantin and Bran Nicol's biography of Jean Baudrillard, click here.
Part three of this post can be read by clicking here.
