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Jean Baudrillard - The Global and The Universal

This document discusses the differences between globalization and universality. Globalization refers to the global spread of technologies, markets, tourism, and information, while universality refers to shared human values, rights, freedoms, and democracy. The author argues that globalization is irreversible, while the idea of universality is disappearing, as it is seen as a Western concept without equivalents in other cultures. The proliferation of globalization threatens to eliminate differences between cultures and reduce universal values to their weakest definitions.

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100% found this document useful (1 vote)
262 views5 pages

Jean Baudrillard - The Global and The Universal

This document discusses the differences between globalization and universality. Globalization refers to the global spread of technologies, markets, tourism, and information, while universality refers to shared human values, rights, freedoms, and democracy. The author argues that globalization is irreversible, while the idea of universality is disappearing, as it is seen as a Western concept without equivalents in other cultures. The proliferation of globalization threatens to eliminate differences between cultures and reduce universal values to their weakest definitions.

Uploaded by

akrobata1
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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The Global and the Universal

G l o b a l i z a t i o n a n d universality d o n o t g o t o g e t h e r . I n d e e d , t h e y m i g h t b e said t o b e
m u t u a l l y exclusive. G l o b a l i z a t i o n i s t h e g l o b a l i z a t i o n o f t e c h n o l o g i e s , t h e m a r k e t ,
t o u r i s m a n d i n f o r m a t i o n . U n i v e r s a l i t y i s t h e universality o f values, h u m a n r i g h t s ,
f r e e d o m s , c u l t u r e a n d d e m o c r a c y . G l o b a l i z a t i o n s e e m s irreversible; t h e universal
m i g h t be said, by c o n t r a s t , to be d i s a p p e a r i n g . At least as c o n s t i t u t e d as a s y s t e m of
values a t t h e level o f W e s t e r n m o d e r n i t y , w h i c h i s s o m e t h i n g t h a t has n o e q u i v a l e n t
i n any o t h e r c u l t u r e . E v e n a living, c o n t e m p o r a r y c u l t u r e like t h e J a p a n e s e has n o
t e r m for it. N o w o r d t o refer t o a system o f values w h i c h regards itself a s a t t u n e d
t o all c u l t u r e s a n d t h e i r difference b u t w h i c h , paradoxically, d o e s n o t c o n c e i v e itself
as relative, a n d aspires, in all i n g e n u o u s n e s s , to be t h e ideal t r a n s c e n d e n c e [depassetnent] o f all t h e o t h e r s . W e d o n o t i m a g i n e for a m o m e n t t h a t t h e universal m i g h t
m e r e l y b e t h e p a r t i c u l a r style o f t h i n k i n g o f t h e W e s t , its specific p r o d u c t - a n
original one, admittedly, but in the end no m o r e exportable than any h o m e - g r o w n
p r o d u c t . A n d yet, this is h o w t h e J a p a n e s e see it, as a specific, W e s t e r n feature; a n d ,
far f r o m s i g n i n g up to an abstract c o n c e p t , they, by a s t r a n g e twist, relativize o u r
universal a n d i n c o r p o r a t e i t i n t o t h e i r singularity.

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E v e r y c u l t u r e w o r t h y o f t h e n a m e c o m e s t o g r i e f i n t h e universal. E v e r y c u l t u r e
w h i c h universalizes itself loses its s i n g u l a r i t y a n d dies away. T h i s is h o w it is w i t h
t h o s e we h a v e d e s t r o y e d by t h e i r e n f o r c e d assimilation, b u t it is also h o w it is w i t h
o u r s i n its p r e t e n s i o n t o universality. T h e difference i s that t h e o t h e r s d i e d o f t h e i r
singularity, w h i c h is a fine d e a t h ; w h e r e a s we are d y i n g f r o m t h e loss of all s i n g u larity, f r o m t h e e x t e r m i n a t i o n o f all o u r values, w h i c h i s a n i g n o b l e d e a t h . W e
b e l i e v e t h e fate o f e v e r y value i s t o b e elevated t o universality, w i t h o u t g a u g i n g t h e
m o r t a l d a n g e r that p r o m o t i o n r e p r e s e n t s : far r a t h e r t h a n a n e l e v a t i o n , t h a t process
r e p r e s e n t s a r e d u c t i o n or, alternatively, a n e l e v a t i o n t o t h e d e g r e e z e r o o f value. I n
E n l i g h t e n m e n t times, universalization o c c u r r e d at the top, by an u p w a r d progress i o n . Today, i t h a p p e n s a t t h e b o t t o m , b y a n e u t r a l i z a t i o n o f values d u e t o t h e i r
p r o l i f e r a t i o n a n d indefinite e x t e n s i o n . T h i s i s h o w i t i s w i t h h u m a n r i g h t s , d e m o c racy, e t c . T h e i r e x p a n s i o n c o r r e s p o n d s t o t h e i r w e a k e s t d e f i n i t i o n , t h e i r m a x i m u m
e n t r o p y . D e g r e e X e r o x o f value. I n fact, t h e universal p e r i s h e s i n g l o b a l i z a t i o n .
O n c e it is t u r n e d i n t o a reality, t h e d y n a m i c of t h e universal as t r a n s c e n d e n c e , as
ideal g o a l , as Utopia, ceases to exist as s u c h . T h e g l o b a l i z a t i o n of t r a d e p u t s an e n d
to t h e universality of values. It is t h e t r i u m p h of la pensee unique o v e r universal
thought.

3 2

W h a t first b e c o m e s globalized is t h e m a r k e t , t h e p r o m i s c u i t y of all e x c h a n g e s a n d


p r o d u c t s , t h e p e r p e t u a l flow of m o n e y . In c u l t u r a l t e r m s , it is t h e p r o m i s c u i t y of all
signs a n d values or, i n o t h e r w o r d s , p o r n o g r a p h y . F o r t h e w o r l d w i d e b r o a d c a s t i n g
32.

'La pensee unique' has in recent years b e c o m e o n e of the watchwords of French political dis-

cussion. It implies a single-track t h i n k i n g of the kind o n c e referred to in Britain by the acronym


T I N A ('There is no alternative'). T h e editor of Le Monde diplomatique has defined it as 'the translation into ideological terms . . . of the interests of a set of e c o n o m i c forces, in particular those of
international capital' (Ignacio R a m o n e t , 'La pensee u n i q u e ' , Le Monde diplomatique, no. 490, January
1995).

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a n d p a r a d i n g o f a n y t h i n g a n d e v e r y t h i n g over t h e n e t w o r k s i s p o r n o g r a p h y . N o
n e e d for sexual o b s c e n i t y ; this i n t e r a c t i v e c o p u l a t i o n suffices. A t t h e e n d o f this
process t h e r e i s n o l o n g e r any difference b e t w e e n t h e global a n d t h e universal. T h e
universal itself i s g l o b a l i z e d : d e m o c r a c y a n d h u m a n r i g h t s circulate like a n y o t h e r
global p r o d u c t - like oil or capital.
G i v e n all this, w e m a y ask o u r s e l v e s w h e t h e r t h e universal has n o t already s u c c u m b e d t o its o w n critical mass, a n d i f i t has ever h a d a n y t h i n g b u t l i p - s e r v i c e p a i d
t o it, o r b e e n h o n o u r e d a n y w h e r e b u t i n official m o r a l i t i e s . A t any rate, for u s t h e
m i r r o r of t h e u n i v e r s a l is s h a t t e r e d (we c a n , in fact, see in this s o m e t h i n g like t h e
m i r r o r - s t a g e of h u m a n i t y ) . B u t p e r h a p s this is f o r t u n a t e , for, in t h e fragments of this
b r o k e n m i r r o r , all t h e singularities r e - e m e r g e . T h e o n e s w e t h o u g h t t h r e a t e n e d s u r vive, t h e o n e s w e t h o u g h t h a d d i s a p p e a r e d revive. T h e case o f J a p a n is, o n c e again,
q u i t e r e m a r k a b l e i n this c o n n e c t i o n . J a p a n has a c h i e v e d its (technical, e c o n o m i c a n d
financial) g l o b a l i z a t i o n b e t t e r t h a n a n y o t h e r c o u n t r y , b u t has d o n e so without passing through the universal (the succession of b o u r g e o i s ideologies a n d f o r m s of political
e c o n o m y ) a n d w i t h o u t l o s i n g a n y t h i n g o f its singularity, d e s p i t e w h a t i s said. W e
m a y e v e n s u p p o s e t h a t i t was a s a result o f n o t b e i n g e n c u m b e r e d b y t h e universal
t h a t i t has h a d s u c h global, t e c h n i c a l success, directly c o m b i n i n g t h e singular (the
p o w e r o f ritual) w i t h t h e global (virtual p o w e r ) .
T h e increasingly intense resistances to globalization social a n d political resistances,
w h i c h m a y s e e m like an archaic r e j e c t i o n of m o d e r n i t y at all costs - have to be seen
as h a r b o u r i n g an o r i g i n a l defiant r e a c t i o n to t h e sway of t h e universal. S o m e t h i n g
w h i c h goes b e y o n d t h e e c o n o m i c a n d t h e political. A k i n d o f painful revisionism i n
respect of t h e established positions of m o d e r n i t y , in respect of t h e idea of progress a n d
history - a k i n d of rejection n o t o n l y of t h e f a m o u s global t e c h n o s t r u c t u r e , b u t of t h e
m e n t a l s t r u c t u r e of t h e identification of all cultures a n d all c o n t i n e n t s in t h e c o n c e p t
of t h e universal. T h i s r e s u r g e n c e or e v e n i n s u r r e c t i o n of singularity m a y assume

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v i o l e n t , a n o m a l o u s , irrational aspects from t h e v i e w p o i n t o f ' e n l i g h t e n e d ' t h o u g h t it m a y take e t h n i c , religious or linguistic f o r m s , b u t also, at t h e individual level, m a y
find expression in character disorders or n e u r o s e s . B u t it w o u l d be a basic e r r o r (the
v e r y e r r o r o n e sees e m e r g i n g i n t h e m o r a l o r c h e s t r a t i o n o f t h e politically c o r r e c t disc o u r s e c o m m o n t o all t h e p o w e r s - t h a t - b e a n d t o m a n y 'intellectuals') t o c o n d e m n all
these u p s u r g e s o u t o f h a n d a s populist, archaic o r e v e n terroristic. E v e r y t h i n g w h i c h
constitutes an event t o d a y is d o n e against t h e universal, against t h a t abstract u n i v e r sality (and this includes t h e frantic a n t a g o n i s m of Islam to W e s t e r n values: it is because
it is t h e m o s t v e h e m e n t protest against this W e s t e r n globalization that Islam t o d a y is
public e n e m y n u m b e r o n e ) . I f w e will n o t u n d e r s t a n d this, t h e n w e will b e c a u g h t u p
in an endless a n d pointless w r a n g l e b e t w e e n a universal t h o u g h t assured of its p o w e r
a n d g o o d c o n s c i e n c e a n d a n ever greater n u m b e r o f implacable singularities. E v e n i n
o u r societies w h i c h are a c c u l t u r a t e d t o t h e universal, o n e can see t h a t n o n e o f w h a t
has b e e n sacrificed to this c o n c e p t has really disappeared. It has simply g o n e u n d e r g r o u n d . A n d w h a t i s n o w r u n n i n g b a c k w a r d s i s a w h o l e self-styled progressive
history, a w h o l e e v o l u t i o n i s m crystallized on its e n d - p o i n t an e n d - p o i n t w h i c h has,
in fact, b e e n lost sight of in t h e m e a n t i m e . T h a t Utopia has fallen apart t o d a y a n d its
deep-level dislocation is a d v a n c i n g e v e n m o r e q u i c k l y t h a n its c o n s o l i d a t i o n by force.
We have before us a c o m p l e x t h r e e - t e r m arrangement: there is the globalization
o f e x c h a n g e s , t h e universality o f values a n d t h e singularity o f f o r m s (languages, c u l t u r e s , i n d i v i d u a l s a n d c h a r a c t e r s , b u t also c h a n c e , a c c i d e n t , e t c . - all t h a t t h e
universal, i n k e e p i n g w i t h its law, i m p u g n s a s a n e x c e p t i o n o r a n o m a l y ) . N o w , a s
universal values lose s o m e o f t h e i r a u t h o r i t y a n d legitimacy, t h e s i t u a t i o n c h a n g e s
a n d b e c o m e s m o r e radical. S o l o n g a s t h e y c o u l d assert t h e m s e l v e s a s m e d i a t i n g
values, t h e y w e r e ( m o r e or less well) able to i n t e g r a t e t h e singularities as differences,
in a universal c u l t u r e of difference. H o w e v e r , as t r i u m p h a n t g l o b a l i z a t i o n s w e e p s
away all differences a n d all values, u s h e r i n g in a perfectly i n - d i f f e r e n t ( u n ) c u l t u r e ,

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t h e y can n o l o n g e r d o this. A n d o n c e t h e universal has disappeared, all t h a t r e m a i n s


i s t h e a l l - p o w e r f u l global t e c h n o s t r u c t u r e s t a n d i n g o v e r against t h e singularities
w h i c h h a v e r e v e r t e d t o t h e w i l d state a n d b e e n t h r o w n b a c k o n t h e i r o w n d e v i c e s .
T h e universal has h a d its h i s t o r i c a l c h a n c e . B u t today, c o n f r o n t e d w i t h a n e w
w o r l d order to w h i c h there is no alternative, w i t h an irrevocable globalization on
t h e o n e h a n d a n d t h e w a y w a r d drift o r t o o t h - a n d - n a i l revolt o f singularities o n t h e
o t h e r , t h e c o n c e p t s o f liberty, d e m o c r a c y a n d h u m a n r i g h t s c u t a v e r y p a l e figure
i n d e e d , b e i n g m e r e l y t h e p h a n t o m s o f a v a n i s h e d universal. A n d i t i s h a r d t o i m a g i n e t h e universal r i s i n g f r o m its ashes o r t o b e l i e v e t h a t t h i n g s can b e s o r t e d o u t
b y t h e m e r e play o f politics - this latter b e i n g c a u g h t u p i n t h e s a m e d e r e g u l a t i o n
a n d h a v i n g barely a n y m o r e s u b s t a n c e t o i t t h a n i n t e l l e c t u a l o r m o r a l p o w e r .
M a t t e r s are n o t , h o w e v e r , finally settled, e v e n if it is n o w all up w i t h universal
values. I n t h e v o i d left b y t h e universal, t h e stakes h a v e risen, a n d g l o b a l i z a t i o n isn't
certain t o b e t h e w i n n e r . I n t h e face o f its h o m o g e n i z i n g , solvent p o w e r , w e c a n see
h e t e r o g e n e o u s forces s p r i n g i n g u p all over, forces w h i c h are n o t o n l y different, b u t
antagonistic and irreducible.
18 March

159

1996

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