Production and Code: Baudrillard on the Semiotics of Consumption
Porträt aus Werbung. AI image Introduction: The Primacy of Production In classical political economy, production occupies a privileged position. Factories, labor, and material output appear as the decisive forces shaping society, while consumption is often treated as a secondary moment in which goods are merely used or exhausted. Jean Baudrillard challenges this hierarchy by arguing that modern consumer society operates less through the production of objects than through the circulation of signs. Commodities do not simply satisfy needs; they communicate distinctions, aspirations, and forms of identity. His analysis emerges partly from the structuralist tradition influenced by Ferdinand de Saussure, although Baudrillard extends those concepts well beyond their original linguistic framework. Production and Its Privilege According to Baudrillard, both classical economists and Marx inherited what he describes as a productivist orientation. Even when Marx exposed exploitat...