Baudrillard and Consumer Society

Baudrillard was deeply influenced by this new ‘science’ of Semiology, which sought to study the system of language and the ‘life of signs within society’. In semiotics, a sign can be interpreted subjectively, the meaning being something beyond or other than itself. This sign is therefore able to communicate information to the person reading or decoding the sign. Baudrillard builds on the Saussurian dyadic, two-part model of the sign, where the sign is seen as being composed of a signifier (signifiant)- the form that the sign takes, and the signified (signifié)- the concept it represents. Baudrillard’s work on the political economy of the sign attempts to marry semiological and neo-Marxist perspectives, providing an important insight into the power of production and the behavior of consumers.