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Everything is fake

Well as you may know I’m in the midst of writing a book on how Branding is affected by all the new technologies, specifically social media and Branded Utility. In this process I have, to my great pleasure revisited som of the old Post Modern writers. WOW. They just saw all this 30 years ago. A guy like Baudrillard talks about how everything becomes reproductions or fakes of the original which no longer exists because of the mass media reproduction and redefinition of cultural and social symbols. In my mind this really echoes everything from peer-to-peer file sharing to look-a-like goths or other sub/pop cultures to the state of music to advertising, social media, viral comms, etc. It’s all happening:-)

Please read Simulacra and Simulation if you have not already – Its really worth a read.

/Baek

2 Responses to “Everything is fake”

  1. Lachlan Says:

    Interestingly enough, Baudrillard’s Simulcra and Simulation was referenced in the Matrix in the opening scenes where Neo hides his pirate disks
    Hyperreality being an obvious theme in the film it was a cheeky reference for anyone who was quick enough to see it
    Interesting also is the idea that communication from brands has always been disconnected from reality. We deal in social reference, symbols and motivations. One of our core challenges as communication planners and advertising practitioners is how we can make that communication real and have a tangible impact in our consumers lives, bringing communication out of an imaginary space that we invite consumers to visit and into a real and meaningful space where consumers engage with us

  2. Iben Larsen Says:

    @Lachlan: I totally agree with your point of view about dealing with social references, symbols and motivations as communicators. However I believe that the consumers and we are present in the same areas today in a renewed way due to digital media. Being present on the same arena, instead of us inviting the consumers to visit our definition of meaningful space, we find the consumers themselves defining those spaces – inviting us to engage with them. This creates new and exciting challenges to us as communication planners leaning towards a more personal, human – and therefore unique -approach when we want to point to different brands and services.
    It’s really about transparancy – a hyper transparancy or sensitivity that brands and communicators are being forced to cope with if they want to interact with the consumers offering them useful and meaningful supplements.

    @Kristian: Thanks for reminding me of good old Baudrillard – i remember a thesis at university interpreting him and Horkheimer & Adorno: the Dialectic of Enlightenment with their criticism on mass production

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