Baudrillard's Gallic Shrug

Abstract

Baudrillard has a misleading reputation as a theorist who celebrates postmodern excess. This basic misunderstanding of his oeuvre is explored in relation to three key concepts. Firstly, the Gallic shrug is a term used to explore a particularly French form of intellectual chutzpah and brazenness. It is suggested that Baudrillard writes using a level of mischievous irony frequently missed by Anglo-Saxon commentators, who appear rather po-faced in comparison. Secondly, the Heineken effect is the related consequence of this theoretical boldness — it describes how Baudrillard's unique writing style allows him to reach the parts of the contemporary mediascape that other theorists cannot. Finally, Baudrillard's use of the term `reality fundamentalism' is analysed as a cogent description of mainstream media and cultural studies whose excessively empirical focus means that, ironically, they tend to lose touch with the very reality that Baudrillard's more speculative theory proves much better suited to address.