Jean Baudrillard argues that we live in a world where nothing means anything and meaning has collapsed. To what extent do you agree with this theory of postmodernism
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| The thumbnail preview that invites audiences to engage with Sugg's most recent video is not only typical of vlogs as a genre; it also demonstrates the binary dichotomy that exists between the construct of her reality as a 'cosy' and approachable media influencer, and the naked capitalist principals that exist behind her industry. Audiences must negotiate this hyperreal simulacrum, and must ultimately hold two thoughts simultaneously in their heads; one where Sugg is a benevolent and relatable neo-housewife archetype, and one where she is a mercenary neoliberal businesswoman. This lack of a semblance of clear interpretation is key to understanding the concept of the collapse of meaning that lies at the heart of postmodern theory. But, quite frankly, does anyone even care? |
What is a 'hyperreal simulacrum'?
Hyperreality is where the representation of something is better than the concept it is representing. So for Zoella, we could argue her fancy life filled with pastel colours and delightful moments is so much more interesting than the actual experience of being a young woman in the United Kingdom. A simulacrum is a copy of a copy (of a copy). For example, let's look at the 'housewife' stereotype. Where did this even come from? We are aware of this stereotype from classic texts like Woman magazine and the 50's Tide advert, and perhaps more modern takes on the archetype as seen on Desperate Housewives, Madmen and the alarming 'trad wife' trend on Instagram on Tiktok. But where does this actually come from? What are these people copying? A copy of a copy? Of a copy of a copy? It get's rather anxiety inducing!
None of this matters of course, because Zoella is PERFECT. She is perfect even though she is 'fake', she is especially perfect because she is 'real'. She is a stereotype of something that never even existed in the first place, and no one even cares.
A hyperreal simulacrum is, therefore some that is made perfect through being fake. Both Humans and Zoella are absolutely stuffed with hyperreal simulacra (the plural). So make sure you use this phrase in the exam!
A short example response
Postmodernism is impossible to define as a theory. It argues that all meaning has collapsed, and the only thing that is real is representation. This theory is highly controversial, as if we acknowledge that there is no objective meaning, then we cannot come to any conclusions. The concept of postmodernism is best typified by the idea of hyperreality, where the representation is more real than the thing being represented. In this essay, I shall argue that both Zoella and Attitude represent a complete collapse of meaning, and therefore are highly postmodern texts. I shall also argue that Zoella in particular is an excellent example of hyperreality, and she uses an extremely cultivated, hyperreal and misleading mode of address in order to manipulate her target audience, and therefore maximise profit.
- Zoella/ Zoe Sugg highly successful social media influencer and beauty and lifestyle vlogger. However, Sugg has extensively shifted her brand identity over time, and has constructed a ‘more real’ persona by using her actual name. This constructs a highly misleading and hyperreal construct that ultimately means nothing. For example, her latest video at the time of writing, “Getting Outside & Cute Everyday Moments | ad” constructs a hyperreal simulacra with no deeper meaning other than to make profit.
- A highly atypical extreme close up is used as an establishing shot, and this handheld self-shot ECU of Sugg’s face intends to construct a highly inviting and inclusive mode of address to the videos 559k viewers. This is anchored through the lexis “hello everybody! Do join us on a family trip”. This address is highly conventional of a vlog, and yet it is clear her words mean nothing. This highly constructed and frankly creepy address is further explored through the shaky handheld POV that positions the audience as Sugg. However, viewers of vlogs are aware of the conceit, and that this situation is highly constructed and manipulative. However the audience do not care, as the entertaining and escapist message is highly distracting. The audience are agreeing to be manipulated, which clearly constructs a highly postmodern mode of address, and reflects a world where there is no deeper meaning.
- As the vlog progresses, we suddenly and without warning shift from the ‘cute’ everyday life, to a highly staged shot of Sugg sitting in her bedroom, directly addressing the audience about hair products. This binary opposition between ‘real’ life and advertising constructs a highly postmodern mode of address, and reinforces the idea of Zoella as a hyperreal simulacrum. Zoella is not a representation of a human being, but a walking advert. However, Sugg chooses to not wear makeup during this scene, which constructs a surprising and highly relatable mode of address to her female target audience. This rejection of hegemonic beauty standards constructs a bizarre binary opposition with her highly capitalist mode of address. Sugg simultaneously argues for not wearing makeup and therefore being relatable, and also blatantly draws attention to products we should buy. This highly contradictory mode of address is further anchored through the MES of Sugg’s Zoella branded necklace, which brands herself as her own product, Zoella. Self-reflexivity, or the process of referring to one’s own fictitious state is a highly postmodern construct, and this further constructs a highly confusing mode of address that we have no hope of understanding.