- The upcoming issue of the International Journal of Baudrillard Studies features an interview with Baudrillard scholar Mike Gane. The interview touches upon a variety of topics, including Gane’s interactions with Baudrillard, media coverage of Margaret Thatcher’s death, and hypothesizing what Baudrillard would be writing about were he alive today:
One could ‘see’ the specific things Baudrillard would have picked up – extreme phenomena like sovereign debt. Today he would be writing on fracking, drones, etc.
Gane also addresses the present state of academia:
The essential point is that the whole educational experience has changed, and the student has become oriented to enterprise, and to developing, accumulating, human capital. The student gets used to appraising the lecturer’s performance just as the lecturer grades the student, and the Sunday Times grades the university. So, all the discussion about declining standards focuses on the wrong issue. What has happened is a transformation of individualism, not towards a new freedom in the classical liberal sense, but towards a new individual who builds up capital and exploits this competitively. The university staff members are equally thrown into a competitive game network, where to outperform others is essential to survival. Almost everything is assessed and ranked with a degree of Kafkaesque bureaucratisation that is hardly believable. Whereas the system of 40 years ago was simple and relaxed, with liberal values, and within it there were known traditional hierarchies, today it is hyper-bureaucratised and hyper-legalised and the hierarchies have changed and keep changing. Thus to understand what has happened it is essential to see that neoliberalism does not diminish the action of the state; it avoids direct state intervention but only to insert new mechanisms and values insidiously where none existed before: for example, in Britain it is only now, forty years after the initial entry of neoliberalism, that an enterprise element is being required on each degree course, and that an enterprise element is to be counted within the work profile of academics. And these new mechanisms do not stand still; the system is in constant movement, as if in permanent crisis. This why Baudrillard, and others like Žižek, have described this as a new totalitarianism which works not by imposing a system of commands but rather a game framework into which the individual is absorbed and has to adapt at a moment’s notice.
- In a recent Atlantic article Ian Bogost considered the McRib sandwich through the lens of Lacanian psychoanalysis. The aphoristic ending of the essay recalls the Baudrillardian turn on the function of Disneyland and prisons:
Yet, the McRib’s perversity is not a defect, but a feature. The purpose of the McRib is to make the McNugget seem normal.