|Publication type:||Conference paper|
|Type of review:||Peer review (abstract)|
|Title:||Marketing in the Hyperreality|
|Conference details:||6th International Conference of the AM’s Brand, Identity and Corporate Reputation SIG, Barcelona, Spain, 9-11 April 2010|
|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 Baudrillard in particular suggests, that the world we live in has been replaced by a copy world, where we seek simulated stimuli and nothing more.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.|
|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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