Abstract

Jean Baudrillard's apparently diverse oeuvre reveals a persistent attempt to think about what he calls the “object” (“that's what I was obsessed with from the start” – 1993a, p. 24). His first book was entitled Le Système des objets (1968), and in it he outlined a theory of the “object system”. He defined this as the conjunction of the system of commodities and the system of signs: what others have analyzed as the ontological process of reification and alienation became according to Baudrillard a general semiological process which marked the last phase of alienated society. His next book La Société de consommation (1970) provided a general account of the affluent society in which consumption, not production, is its dominant mechanism. But by La Gauche divine (1985) he thought that even a consumerism characterized by alienation and spectacular consumption had given way to a new glacial, non spectacular form dominated by information technology and fractal culture (1985, p. 144) in which the significance of the “object” had been radically transformed. Thus Baudrillard's writings seem to chart the evolution of modernity into postmo dernity, indeed he has been called “the author of postmodern culture and society” (Kroker and Cook 1988). Although he draws on sociology, his most important philosophical influence is Nietzsche. In 1987 he published a short intellectual autobiography, L'Autre par lui‐même, perhaps the best short introduction to his work to that date. He claims no longer to adopt the tragic vision entailed in the critique of modernity but rather a melancholy – “let us be stoics” – attitude (1988b, p. 101).