America Deserta
Richard Poirier, 16 February 1989
‘I think, therefore I am’ was not supposed by Descartes to apply only to those for whom thinking is a line of work. That would appear to be the operating assumption, however, of the celebrated French sociologist-philosopher Jean Baudrillard in America, the latest of his works translated into English. At first the reader might wonder why a prose as dense as his should be made more so by having it stretched across pages of a width and gloss more appropriate to an otherwise agreeably produced and illustrated coffee-table book. But if not actually initiated by the author, the design must have been done to please him, intent as he is on the primacy of the visual image. The design is meant to be a comeuppance, I suspect, for any credulous intellectualists, American or Parisian, who might harbour a sentimental preference (actually the in petto preference of the author himself) for the cultural supremacy of the printed word. At several points these intellectualists are objects of the author’s scorn for not having yet achieved his own fascinated horror and elation in response to America, ‘the great hologram’ where ‘cinema is true because it is the whole of space, the whole way of life that are cinematic.’ In this ‘tactile, fragile, mobile, superficial culture’ he wants to discover the destiny that lies in wait for Europe.