Hyperreality
Hyperreality is a concept that describes a condition in which the distinction between reality and simulated or fabricated representations becomes blurred, leading individuals to accept images or perceptions that may not correspond to actual reality. Coined by French sociologist Jean Baudrillard, the term reflects how contemporary culture, heavily influenced by media and advertising, can shape desires and expectations through idealized representations. This phenomenon manifests in various forms, from altered images in advertising to theme parks that create immersive but artificial experiences, like the meticulously designed worlds of Disney and Universal Studios.
Hyperreality extends beyond entertainment; it can also be observed in everyday contexts, such as the perception of food products or the experience of events when individuals consume media coverage of those very events. The rise of technologies such as virtual reality and advanced media projections further complicates the already tenuous relationship between what is real and what is a simulation. Critics highlight that hyperreality can lead to a disconnection from genuine experiences, as the allure of the "real" becomes overshadowed by the crafted, often more appealing representations. As technology evolves, the implications of hyperreality on society and personal experiences continue to be a significant area of discussion.
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Subject Terms
Hyperreality
Hyperreality involves an image or group of images that either changes how a viewer sees something that is real or creates the perception of something that does not actually exist. The term can apply to anything that alters the perception of reality or creates an impression of a reality that does not actually exist. It is a key concept in forming contemporary culture because exposure to so many different forms of media creates perceptions that are not always realistic but that people are led to believe are real. Hyperreality also helps create expectations and drive desires by providing images that entice people to want something they have seen, even when the reality does not match the image, such as the perfectly stacked hamburger on a television commercial.
Background
The term hyperreality was coined by French sociologist and photographer Jean Baudrillard. Baudrillard believed that in the last half of the twentieth century—a time known as the postmodern era—a number of factors combined to cause people to lose touch with reality. Hyper is borrowed from Greek and means "over," as in something in excess of what is needed. Reality comes from the Latin realis, which means "relating to things." Together, Baudrillard's word and concept refers to something that is beyond reality in a way that actually affects reality.
Baudrillard had a number of specific factors he felt contributed to a break from reality that led society to live in a hyperreality. He cited increased capitalism, with its emphasis on profit and financial gain, as one main cause. Instead of people working directly for what they needed—growing or hunting for food, for example, or cutting firewood—people increasingly worked for larger companies and earned money that was then used to buy items. Things lost their inherent meaning, Baudrillard said, and people lost track of the relationship between the things they had and their real sources. Advertising and media such as television and movies also created a break from reality by showing and telling people products that they "needed," such as fancier cars and homes. This created a sort of alternate world that was designed by media and other outside input and existed only in the minds of people.
Overview
Hyperreality is very prevalent in the contemporary world. In addition to the countless examples in various forms of media, there are examples in food service, product slogans, and in productions at sporting events and other spectacles, such as the elaborate laser shows at some Olympic Games. Plastic and silk flowers and plants exist that are more perfect than the real plants they copy, and artificial sweeteners and flavors exist that create the illusion of eating or drinking something else.
Examples of hyperreality include photos that are altered using retouching software to eliminate blemishes or whiten teeth, movies that use computer-generated animation, and amusement parks that create worlds that do not exist, such as the simulated lands in the Disney parks and the movie-themed areas of Universal Studios. Many experts consider theme parks to be an ultimate example of hyperreality, with audio animatronic animals in "jungles" next to "pirate" villages and "haunted" houses and a host of other features that appear real but are only a representation of reality. However, these "not real" things have become very real tourist destinations and led to movies and other spin-offs; this move from images of reality to a new form of reality is a prime example of hyperreality. Certain forms of social media also create a form of hyperreality. Instagram, for instance, shows images of perfect homes, vacation spots, and experiences that are often not real. Filters and editing can create an illusion of perfection. However, those viewing these images struggle to see a distinction between what they see and what is truly real.
The concept can also include situations in which someone who is actually involved in an experience is simultaneously watching coverage of the experience on television or via social media. For instance, sometimes people involved in a natural disaster are able to use cell phones to see news coverage of the unfolding disaster, or television reporters sent to cover a story find themselves in a situation in which they are watching their own network's coverage to learn what is going on nearby. This overlap of the reality they are in and the images of that reality as others are seeing it becomes a form of hyperreality.
The concept of hyperreality includes the idea of simulations and simulacrum. Simulations are representations of some form of experience, such as video games, flight simulators, and other similar devices that are used to give users the feeling that they are interacting with another place and time. Simulacrums are imitations of something that exists in reality; the audio animatronics in theme parks are simulacrums, as are models of cars or other items.
Sometimes, hyperreality is a by-product of something else; companies trying to sell a product are not necessarily intentionally creating an alternate reality. In other cases, the creation of a hyperreality is done intentionally. In addition to theme parks and movies, experts cite Las Vegas as another prime example of hyperreality. The town is full of larger-than-life images and replicas or representations of famous sites from around the world. Casinos are generally overdone with décor and lights, intentionally creating an atmosphere of not being real; this in turn encourages people to think of their time there as outside reality and to consider the money they use at the gaming tables as less than real. This form of hyperreality makes reality seem fake and the fake seem more real than actual reality.
Experts look ahead to the many new forms of technology that are being developed or have been developed recently, such as three-dimensional movies and glasses, and other forms of media projection, and question how these will further blur reality. They also anticipate new ways to train doctors and other medical personnel using hyperreal technology and better ways to display data to make it easier to understand and interpret. Some technology experts also expect that retail clothing stores will soon incorporate hyperreality into their business, allowing people to use virtual reality headsets to "see" themselves in a new outfit in various colors and styles without trying on any items.
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