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Baudrillard, Jean

Efrat Tseëlon

Source: The Berg Companion to Fashion 2010

Encyclopedia entry

Initially, Baudrillard argued that when products move from the realm of function (reflecting use value and exchange value) to the realm of signification (reflecting sign value), they become carriers of social meaning. Specifically, they become “objects.” Baudrillard’s notion of sign value is based on an analogy between a system of objects (commodity) and a system of sign (language). He applied Ferdinand de Saussure’s structural linguistics to the study of fashion, media, ideologies, and images. I

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