The Lexicon · Genealogy · Modern
BAUDRILLARD, JEAN
1929–2007
The Simulacrum (Hot Mass)
The image precedes and produces the territory. CoCA's doctrine of Hot Mass (§3.3.3) is Baudrillard with infrastructure: the brand is more real than the product; the logo is more present than the building. Where Baudrillard mourned the loss of the real, we open a chapel inside it. The simulacrum is no longer a problem. It is the parish. We have moved in.