Jean Baudrillard

French philosopher and sociologist (1929–2007), one of the most influential and provocative thinkers of the late 20th century. Best known for his theories of simulacra and simulation—the idea that in postmodern society, representations of reality have replaced and now precede reality itself. His work encompasses consumer culture, media, sign systems, and the hyperreal.

Developed the most radical and theoretically rigorous critique of consumer society and media culture from a semiotic standpoint; argued that contemporary Western culture operates in a hyperreal order where simulations have no referent to an original reality; provided the theoretical vocabulary for understanding contemporary image culture, advertising, politics, and digital media.