// En faisant du ménage dans de vieilles notes/fichiers/etc…
// Une partie d’une ITW de Mark Fisher de 2015.
“[…] There is this frenzied activity of promotion and of self-promotion— and Baudrillard was really a prophet of this— which I think is a final and decadent stage of capitalism and so I titled a chapter in Capitalist Realism, “All that’s solid melts into PR.”
I really liked that title…
Of course it’s a play on Marx and Engels but this seems to me what’s happening with the social media obsession and it’s something Baudrillard would have anticipated. If you listen to the radio or watch TV now, it seems they are endlessly promoting Twitter feeds rather than the other way around. Wasn’t the point of the social media feed to promote the radio or TV show? It’s sheer promotion for its own sake now and everything gets sucked into this vortex without any possible end. I use the word “frenzied” because it’s producing this constant sense of overwhelming urgency that there is no time to settle on anything— “there’s no time to read this book properly, there’s no time for me to listen to this record. Maybe I’ll be able to snatch a few fragments of it. What I want is a quick summary because I’m under pressure at all times from multiple platforms and even on those platforms my attention will be dispersed across multiple windows.” And this is not some strange or marginal condition for those straining themselves to the limit but becoming required of practically everybody. And the final deadly element is that this is not just some duty imposed on us by work or our employers but that this requirement has become libidinized as something we will enjoy. So I think along with Baudrillard, Burroughs is also a key prophet of the current moment. We are seeing addiction and compulsion— not the kind of lyrical addictions of heroin but precisely the Baudrillardian kind— addictions to the banal and the boring. I mean, is there anything more boring than being addicted to smartphones?!”
(The source article linked here is not “full”, but contains “redacted” words…)