“If we consume the product as product, we consume its meaning through advertising. Let us imagine for a moment modern cities stripped of all their signs, with walls bare like a guiltless conscience. And then GARAP appears. This single expression, GARAP is inscribed on all the walls: pure signifier, without a signified, signifying itself. Signified despite itself, it is consumed as sign. Advertising, like GARAP, is mass society, which, with the aid of an arbitrary and systematic sign, induces receptivity, mobilizes consciousness, and reconstitutes itself in the very process as the collective. Through advertising mass society and consumer society continuously ratify themselves.” —Jean Baudrillard, The System of Objects
Daulton Dickey is a novelist, poet, and content creator currently living in Indiana with his wife and kids. He’s the author of A Peculiar Arrangement of Atoms: Stories, Still Life with Chattering Teeth and People-Shaped Things, and other stories, Elegiac Machinations: an experimental novella, and Bastard Virtues, a novel. Rooster Republic Press will publish his latest novel, Flesh Made World, later this year. Contact him at daultondickey[at]yahoo[dot]com.