The phenomenon of hyperreality, which came as the offspring of technological advances, mass consumption and globalisation that accompanied late capitalism, grants us the opportunity to assess the individual’s lack of control over its environment through the study of hyperreal objects and their impact on aesthetic interpretation.
“Eco announces an era marked by a collection of material possessions (the realm of having) rather than an increased potency of the subject (the realm of being)…
[Meanwhile] According to Baudrillard, we live in a global simulation that has replaced a now dead reality and that tries to make us believe that reality is still alive. To do so, simulation produces signs of life that lead us to think that reality is still here; in other words, it presents us with a zombie reality that masks the absence of reality. For Baudrillard (1977), ‘economic accumulation’, ‘accumulation of time, value, the subject’ belong to a ‘gigantic illusion’ of accumulation, and ‘[a]ny attempt of accumulation is devastated in advance by the void’.”
Words by Ana Calvete | 'I object to your position: hyperreal decontextualising of objects' via JSTOR
Image: Art Feeling by @osf_rekt