Innovation arises out of necessity but what if the innovation is actually a replica of a pre-existing structure or thought? Surely that’s not innovation. Precisely that’s what Baudrillard explains by the theory of simulacra following in the book: “We have lost all the ability to make distinction between nature and artifice.” According to him there are three phases to simulacra the first is the pre-modern image where counterfeit image is displayed to replace the reality the second phase denotes to the industrial revolution era where the replications of a counterfeit image is displayed and the image is classified according to quality which creates greater complexity in defining which is better than the other and dusting the reality into grater depths.
However in the final phase which is the post modern era; that’s a culture we live in. This concept evolved an extra mile and reaches the heights to become a reality. In other words how a product or information is conveyed decides the credibility and the truth in it, setting aside its real source and the way it is obtained.
What direct impact this third phase has in our lives has been conveniently observed by the theorist who supports his theory with examples and instances from our daily lives.
The first instance is observed in the contemporary media culture and by all means it is not wrong full to designate this culture “contemporary” as it is happening as we speak. The images and motion pictures displayed by T.V, Magazines, films, Billboards, Internet, etc. have made us to compromise our thought process making us believe in hyper reality. We all now perceive our reality through a lens of media from our attire to our attitude and from our food to our life style all is observed through a scale of image we have in our mind pre-set by the images and information we are fed through this medium.
The second instance is evident in the exchange of value system, an interesting concept of economics. Here what is ascertained is the real worth of a person in terms of capital or to be more precise “money”, according to a profound academic and communist Karl Marx, our entrance in the capitalist state limited ourselves to think our worth in form of paper money thus making us to be scaled through the earning status. Quite relevant to the theory of simulacra where the distinction between natural and artifice seized to exist. Things as humanity, emotional sentiments and other relevant attributes attached to a human have diminished making us more like machines working to value our every effort as a consideration for money and then investing them to create our illusions.