Bauldriard This reflection will primarily focus on Baudrillard s ideas of reality and hyper reality in mass media and

communication. According to Baudrillard the digital age that we now live in is referred to as simulation. The hyper- realism of simulation can be found in sports on television and of course advertising and photography. On Television sports for example we are manipulated into thinking that what is being conveyed is actually more real than real; simulation becomes our reality. Through reproduction from one medium into another the real becomes volatile, it becomes the allegory of death becoming the real for its own sake, a fetishism of the lost object which is no longer the object of representation, but the ecstasy of denegation and tis own ritual extermination: the hyper real. (Baudrillard J 1993: pg 72) In a similar vein to Luuhman, Bauildrrad argues that advertising manipulates consumers into buying commoditites. In his consumer society he argues that society is manipulated by the advert, through the use of graphics and the desirability of the product. Bauildriallrd (2005) Therefore it can be argued that Baudrillard s theory of hyperrealism is similar to that of Luhman s construction of reality thought the mass media. However Bauldriard argues that it is the hyperrealism of simulation that manipulates us into buying products. Judith Williamson upholds the belief that in a women s magazine advert there is a relationship created between the consumer and the product. (Rose G 2005) It can be argued that this is enhanced through the use of graphics, and effective airbrushing; this of course makes the advert more real than real; Baudrillard argues that a sense of fantasy and euphoria is created through the hyper-real and he maintains that through certain mediums of communication we feel more connected to what is being conveyed. (Luhmnan N 2000) and (Baudrillard J 1993) However there are some critisms in regards to Baudrilard s ideas of hyperreality. He maintains that we are entranced by the content of mediums whether is a painting or an advert. He seems to uphold the belief that we are manipulated by the hyperrealism of adverts and other aesthetics. However it can be argued that through the process of signification we achieve insight into the complexities of the hyper-real. We can digress the underlying messages; Therefore semiotic analysis facilitates our understanding of the hyper-real; we therefore are not entranced by this euphoria through the hyper-realism of simulation because we have the capacity and knowledge to understand the messages behind it all. (Bignell J 2002)

Bignell J, (2002) Media Semiotics: an Introduction second edition, Manchester University Press, Manchester

Baudrillard J (2005) The consumer Society, Myths and Structures London, Sage Publications Baudrillard J (1993) Symbolic Exchange and Death, London: Sage, chapter 2 Luhman, N (2000) The Reality of the Mass media, Cambridge: Polity press Rose G, (2005) Visual Methodologies, London, Sage Publications.

Bauman Bauman outlines two forms of modernity- Heavy modernity and Light modernity. The former is a representation of the industrial Revolution whereby heavy machinery and factories were prominent during the era. The latter- light or liquid modernity encapsulates the factors and elements of a post-modern era. Bauman upholds the belief that liquid life encompasses the economic and cultural state of society whereby labor is no longer a commodity, rather it is a disembodiment. It can be argued that in liquid mod ernity, technology and machinery has facilitated the way in which we work; this in essence has enhanced our social integration. This can be related to McLuhan s idea of the global village whereby we have become integrated and our senses being expanded due to globalization. Fluid modernity is the epoch of disengagement, elusiveness, facile escape and hopeless chase. In liquid modernity, it is the most elusive, those free to move without notice, who rule. (Bauman, Z 2007: pg 38)

People who move and act faster, who come nearest to the momentariness of movement , are now the people who rule. (Bauman, Z 2007, pg 38)

Bauman argues that this downsizing results in managers keeping close watch on their employers; managers sometimes have to downsize their workers in order for their companies to survive. With this in mind it can be argued that we are not free and emancipated; society still have to maintain a high work ethic in order to receive decent wages. Furthermore our capitalist society puts much pressure on us to aim higher and maintain high standards. We want to progress individually however high standards sometimes prohibit our ability to do this. (Bauman 2000) It should be noted that one of the main emphasis in a liquid modernity is the enhancement of consumption of society. Society has to work harder in order to be able to consume the things that they desire. Therefore it can be argued that on the one hand liquid modernity has facilitated the way in which we work, however on the other hand because of our increased consumer culture, and the high standards that are set in society we have also have to work hard to meet those standards; and we also have to work hard in order to obtain desired commodities.

Bauman, Z (2007) From Heavy to Light Modernity in Elliot, Anthony (2007) The Contempory Bauman, London: Routledge Bauman Z (200) Liquid Modernity, Cambridge Polity pp 16 -52. Ritzer G, (2006)Mcdonaldization, the Reader, Second edition, London Sage Publications,