Marketing in the Hyperreality

Steinmann, Cary

Publication type:	Conference paper
Type of review:	Peer review (abstract)
Title:	Marketing in the Hyperreality
Authors:	Steinmann, Cary
Conference details:	6th International Conference of the AM’s Brand, Identity and Corporate Reputation SIG, Barcelona, Spain, 9-11 April 2010
Issue Date:	2011
Language:	English
Subjects:	Baudrillard; Consumerbehaviour; Touchpoints; Web 2.0
Subject (DDC):	658.8: Marketing management
Abstract:	The term hyperreality characterizes the inability of consciousness to distinguish reality from fantasy, especially in technologically advanced postmodern cultures. Jean Baudrillard adopted the term “simulacrum” (lat: likeness, similarity) to abstract the fact that we never conceal the truth - but it is the truth which conceals that there is none. The simulacrum is true. Baudrillard argues that today we only experience prepared realities: edited war footage, the Jerry Springer Show – or even the absence of reality: Disneyworld, LA life. Baudrillard in particular suggests, that the world we live in has been replaced by a copy world, where we seek simulated stimuli and nothing more. Baudrillard’s idea of hyperreality was heavily influenced by semiotics and Marshall McLuhan. McLuhan’s fascinating statement that “the medium is the message” reaches with the web 2.0 a new quality.
URI:	https://digitalcollection.zhaw.ch/handle/11475/15410
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	International Management Institute (IMI)
Appears in collections:	Publikationen School of Management and Law

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Steinmann, C. (2011). Marketing in the Hyperreality. 6th International Conference of the AM’s Brand, Identity and Corporate Reputation SIG, Barcelona, Spain, 9-11 April 2010.

Steinmann, C. (2011) ‘Marketing in the Hyperreality’, in 6th International Conference of the AM’s Brand, Identity and Corporate Reputation SIG, Barcelona, Spain, 9-11 April 2010.

C. Steinmann, “Marketing in the Hyperreality,” in 6th International Conference of the AM’s Brand, Identity and Corporate Reputation SIG, Barcelona, Spain, 9-11 April 2010, 2011.

STEINMANN, Cary, 2011. Marketing in the Hyperreality. In: 6th International Conference of the AM’s Brand, Identity and Corporate Reputation SIG, Barcelona, Spain, 9-11 April 2010. Conference paper. 2011

Steinmann, Cary. 2011. “Marketing in the Hyperreality.” Conference paper. In 6th International Conference of the AM’s Brand, Identity and Corporate Reputation SIG, Barcelona, Spain, 9-11 April 2010.

Steinmann, Cary. “Marketing in the Hyperreality.” 6th International Conference of the AM’s Brand, Identity and Corporate Reputation SIG, Barcelona, Spain, 9-11 April 2010, 2011.