The System of Objects

Jean Baudrillard, James Benedict

• Publisher: Verso
• Year: 2020
• Print ISBN: 9781788738545
• eBook ISBN: 9781788739412
• Topic: Philosophy
• Subtopic: Philosophers

The System of Objects is a tour de force-a theoretical letter-in-a-bottle tossed into the ocean in 1968, which brilliantly communicates to us all the live ideas of the day-offering a cultural critique of the commodity in consumer society.

D. The socio-ideological system
of objects and their
consumption

I Models and Series

The Pre-Industrial Object and the Industrial Model

The status of the modern object is dominated by the MODEL/SERIES distinction. To some extent, things were ever thus. A privileged minority in society has always served as a testing-ground for successive styles whose solutions, methods and artifices were then disseminated by local craftsmen. All the same, one cannot exactly speak of ‘models’ or ‘series’ in connection with any time before the industrial era. For one thing, there was a far greater homogeneity among all objects in pre-industrial society, because the mode of their production was still everywhere handcraft, because they were far less specialized in function, and because the cultural range of forms was more restricted (there being little reference to earlier or to extraneous traditions); furthermore, there was a much tighter segregation between the class of objects that could lay claim to ‘style’ and the class of locally produced objects that had use value only. Today a farmhouse table has cultural value, but just thirty years ago its sole value arose from the purpose it served. In the eighteenth century there was simply no relationship between a ‘Louis XV’ table and a peasant’s table: there was an unbridgeable gulf between the two types of object, just as there was between the two corresponding social classes. No single cultural system embraced them both.¹ Nor can it be said that a Louis XIII table is the model of which the countless tables and chairs that later imitated it are the serial form.² A limited dissemination of craft techniques did occur here, but there was no dissemination of values: the ‘model’ remained absolute, for it was bound to a transcendent reality. No serial production in the modern sense could be based on it. The social order was what gave objects their standing. A person was noble or not: nobility was not the ultimate – privileged – term in a series but, rather, a grace that bestowed absolute distinction. In the realm of objects the equivalent of this transcendent idea of nobility is what we call the ‘style’ of a period.

This distinction between pre-industrial ‘period’ objects and the ‘models’ of today is a very important one, because it allows us to get beyond the purely formal opposition and clarify the concrete relationship between model and series in our modern system.

Considering that broad strata of our society do in fact live among serially produced objects that refer formally and psychologically to models which only a small minority can enjoy, there is a strong temptation to simplify the problem by positing a polarity between the former and the latter, and then assigning the value of reality to just one of the poles: to separate series and model completely so as neatly to assign one to the real and the other to the imaginary realm. Unfortunately, the everydayness of serial objects is not unreal as compared with a putative world of models as true values, nor is the sphere of models imaginary just because it affects but a tiny minority, and thus might seem to fall outside social reality. Thanks to mass information and communications systems which promote models, there is now not only a well-established circulation of objects as such but also a ‘psychological’ circulation which constitutes a radical watershed between our industrial age and the pre-industrial age of the transcendent distinctiveness of period ‘style’. Anyone who has bought a walnut bedroom set at Dubonbois Home Furnishings or a few mass-produced electrical household appliances, and may indeed have done so as a way of realizing a personal dream and as a mark of upward social mobility, knows full well at the same time, through the press, the cinema or the television, that completely ‘harmonized’ and ‘fully functional’ living spaces are on the market. Naturally he perceives such things as part of a world of luxury and status from which he is almost inevitably excluded by money; yet he also feels that today this exclusion is no longer underwritten by any class-based legal statute, by any transcending social rationale buttressed by laws. This conviction is of paramount psychological significance, because it means that despite the frustration, despite the material impossibility of acceding to the model object, the use of serial objects invariably embodies an implicit or explicit reference to models.

Reciprocally, models themselves have quit their former isolated, caste-like existence;³ having become part of industrial production, they are themselves now open to serial distribution. They, too, are now said to be ‘functional’ (an unthinkable claim for ‘period’ furniture) and in principle accessible to all. Likewise anyone, in principle, via the very humblest of objects, may partake of the model. Indeed, both model and serial objects in the pure form are increasingly difficult to find. The transition from the one to the other is subject to an infinite differentiation. Just like the production process, the object traverses every shade in the social spectrum. Such transitions are experienced in everyday life in terms of possibility and in terms of frustration: the model is internalized by those who are involved with serial objects, while the series is intimated, negated, transcended and lived in a contradictory manner by those who have to do with models. The socially immanent tendency whereby the series hews ever more narrowly to the model, while the model is continually being diffused into the series, has set up a perpetual dynamic which is in fact the very ideology of our society.

The ‘Personalized’ Object

It should be noted that the model/series scheme regarding the distribution of objects does not apply evenly to all categories. It works fine in the realm of clothing (for example, a dress from Fath versus a ready-to-wear dress) or in that of cars (for example, a Facel-Vega versus a Citroën 2CV). The more specific an object’s function, however, the more ambiguous things become; thus the difference between a ‘Frigidaire’ from General Motors and a ‘Frigeco’ refrigerator, or between one television set and another, is not so easy to classify. In the case of small utensils such as coffee mills, the notion of ‘model’ tends to become indistinguishable from that of ‘type’, because the object’s function tends very largely to absorb differences of status, which may eventually amount to no more than the contrast between luxury models and serial models. (This distinction marks the weakest expression of the notion of model.) At the opposite extreme, when we turn our attention to machines – collective objects par excellence – we find that there is no such thing, either, as a luxury version of a pure machine: a rolling-mill, even if it is the only example of its type in the world, is still, from the moment it appears, a serial object. One machine may be more ‘modern’ than another, but this does not make it the ‘model’ for which other, less advanced machines constitute the corresponding series. In order to ensure comparable performance, it will be necessary to build other machines of the same type – that is, to construct a pure series on the basis of this first member. There is no place here for a range of calibrated differences that might serve as the basis of a psychological dynamic. At the level of pure function, since there are no combinative variants, there cannot be any models either.⁴

The psycho-sociological dynamic of model and series does not, therefore, operate at the level of the object’s primary function, but merely at the level of a secondary function, at the level of the ‘personalized’ object. That is to say: at the level of an object grounded simultaneously in individual requirements and in that system of differences which is, properly speaking, the cultural system itself.

Choice

No object is proposed to the consumer as a single variety. We may not be granted the material means to buy it, but what our industrial society always offers us ‘a priori’, as a kind of collective grace and as the mark of a formal freedom, is choice. This availability of the object is the foundation of ‘personalization’:⁵ only if the buyer is offered a whole range of choices can he transcend the strict necessity of his purchase and commit himself personally to something beyond it. Indeed, we no longer even have the option of not choosing, of buying an object on the sole grounds of its utility, for no object these days is offered for sale on such a ‘zero-level’ basis. Our freedom to choose causes us to participate in a cultural system willy-nilly. It follows that the choice in question is a specious one: to experience it as freedom is simply to be less sensible of the fact that it is imposed upon us as such, and that through it society as a whole is likewise imposed upon us. Choosing one car over another may perhaps personalize your choice, but the most important thing about the fact of choosing is that it assigns you a place in the overall economic order. According to John Stuart Mill, choosing such and such an object in order to distinguish oneself from other people is in itself of service to society. Increasing the number of objects makes it easier for society to divert the faculty of choice onto them, so neutralizing the threat that the personal demand for choice always represents for it. Clearly ‘personalization’, far from being a mere advertising ploy, is actually a basic ideological concept of a society which ‘personalizes’ objects and beliefs solely in order to integrate persons more effectively.⁶

Marginal Difference

The corollary of the fact that every object reaches us by way of a choice is the fact that fundamentally no object is offered as a serial object, that every single object claims model status. The most insignificant object must be marked off by some distinguishing feature – a colour, an accessory, a detail of one sort or another. Such a detail is always presented as specific: ‘This dustbin is absolutely original – Gilac Décor has decked it with flowers for you!’ ‘A revolution in refrigeration – complete with brand-new freezer compartment and butter softener!’ ‘An electric razor on the cutting edge of progress – hexagonal, antimagnetic!’

These are what David Riesman calls marginal differences; perhaps it would be more exact to call them inessential differences. The fact is that at the level of the industrial object and its technological coherence the demand for personalization can be met only in inessentials. The sole way to personalize cars is for the manufacturer to take a serially produced chassis, a serially produced engine, then change a few external characteristics or add a couple of accessory features. A car cannot be personalized in its essence as a technical object, but only in its inessential aspects.

Of course, the more the object must respond to the demands of personalization, the more its essential characteristics are burdened by extrinsic requirements. Coachwork is weighed down by accessories, for example, even to the point where technical norms for a vehicle such as fluidity of line and mobility are contravened. ‘Marginal’ difference is thus not solely marginal, for it can run counter to an object’s technical essence. The personalization function is not just an added value – it is also a parasitic value. Indeed, from the technological standpoint it is impossible to conceive of an object in an industrial system being personalized without thereby losing some measure of its optimal technical quality. The dictates of production bear the most responsibility here, for they play unrestrainedly on inessentials in order to promote consumption.

So, when you choose YOUR Ariane, you have forty-two colour combinations to select from (including solid colours and two-colour versions). De luxe hub-caps are available from your dealer when you buy your car. The point is, of course, that all these ‘specific’ differences are themselves picked up and mass-produced in serial form. And this secondary seriality is what constitutes fashion. Ultimately, therefore, every object is a model, yet at the same time there are no more models. What we are left with in the end are successive limited series, a disjointed transition to ever more restricted series based on ever more minute and ever more specific differences. There are simply no more absolute models – and no more serial objects devoid of value categorically opposed to them. If it were otherwise, there would be no psychological basis for choice – and hence no cultural system. Or at least, no cultural system capable of embracing modern industrial society in its entirety.

The Ideal Nature of Models

How does this system of personalization and integration work? Its operation depends in the first place on the fact that each ‘specific’ difference continually negates and disavows the object’s serial reality to the benefit of the model. Objectively, as we have seen, such differences are inessential. Furthermore, they often mask technical shortcomings.⁷ They are in fact differences by default. They are always experienced, however, as features conferring distinction, indicative of value – as differences of overmeasure. It is thus not necessary for a concrete model to exist for every category of objects, and in many cases none does: minuscule differences, invariably apprehended as positive, quite suffice to extend the series, to create the aspiration towards a model that may be merely virtual. Such marginal differences are the motor of the series, and fuel the mechanism of integration.

Series and model should not be conceived of as two poles of a formal opposition, with the model being viewed as a sort of essence which – once divided and multiplied, so to speak, by virtue of the concept of ‘mass’ – gives birth to the series. From this standpoint, the model appears as a more concrete or denser state of the object which enables it to be retailed or disseminated as a series formed in its own image. The model/series distinction is often used in this way to evoke a kind of entropy homologous to the degeneration of higher forms of energy into heat. This conception, which deduces the series from the model, is completely at loggerheads with lived experience, which implies a continual inductive movement from the series into the model – less a degenerative (and literally unlivable) process than a siphoning process.

The fact is that the model is everywhere discernible in the series. It inhabits the slightest ‘specific’ difference between one object and the next. Above we noted the same tendency in collecting, where each item in a collection is marked by a relative difference which momentarily lends it a privileged status – the status, in effect, of a model; all such relative differences refer to all the others, and in aggregate they constitute absolute difference – or rather, fundamentally, just the idea of absolute difference, which is precisely what the Model is. We may say of a model that it exists or that it does not exist. The Facel-Vega certainly exists, yet all the variations in colour or capacity refer ultimately only to the idea of the Facel-Vega. Indeed, it is essential that the model be no more than the idea of the model. Only on this condition can it be present in every single relative difference, and thus integrate the whole series. If the Facel-Vega actually existed, the ‘personalized’ satisfaction to be derived from any other car would be radically compromised. On the other hand, the idealizing assumption that it exists serves as a justification and solid underpinning for personalization vis-à-vis something that is precisely not the Facel-Vega. The model is neither impoverished nor high-wrought: it is a generic image manufactured through the imaginary assumption of all relative differences. Its fascination stems directly from the tendency that causes the series to negate itself from one difference to the next; it is the fascination of intense movement, proliferating reference, never-ending substitution – in short, a formal idealization of transcendence. What is integrated and invested in the model is the whole evolution of the series.

The fact that the model is just an idea is, moreover, the only thing that makes the actual process of personalization possible. The notion that consciousness could be personalized in an object is absurd: it is personalized, rather, in a difference, because only a difference, by referring to the absolute singularity of the Model, can thereby refer at the same time to what is really being signified here, namely the absolute singularity of the user, the buyer or (as we saw above) the collector. Paradoxically, then, it is through an idea that is both vague and shared by all that everyone may come to experience himself as unique. Reciprocally, it is only continual self-individualization on the basis of the range of serial distinctions that allows the imaginary consensus of the idea of the model to be revived. Personalization and integration go strictly hand in hand. That is the miracle of the system.

From the Model to the Series

The Technical Deficit of the Serial Object

Now that we have analysed the formal play of differences by means of which the serial object manifests itself, and is experienced, as model, it is time to examine the real differences that distinguish the model from the series. For naturally the upward tendency of differential valorization relative to the ideal model masks the inverse reality of the destructuring and drast...

Table of contents

• Cover Page
• Halftitle Page
• Title Page
• Copyright Page
• Contents
• Translator’s Acknowledgements
• Introduction
• A. The Functional System, or Objective Discourse
• B. The Non-Functional System, or Subjective Discourse
• C. The Metafunctional and Dysfunctional System: Gadgets and Robots
• D. The Socio-Ideological System of Objects and Their Consumption
• Conclusion: Towards a Definition of ‘Consumption’
• Notes