The postmodern semiotic concept of "hyperreality" was contentiously coined by French sociologist Jean Baudrillard in Simulacra and Simulation. Systems, signs, objects and symbols are viewed to have multiple meanings. Social realities are constantly produced and reproduced, ever changing through the use of language and symbolic forms. Through the postmodern lens reality is viewed as fragmented, locally produced and polysemic. Postmodernism was established through the social turmoil of the 1960s, spurred by social movements that questioned pre-existing conventions and social institutions. Postmodernism is a scholarly tradition in the field of communication studies that speaks directly to larger social concerns. Thus codes connect semiotics systems of meaning with social values and structure. Cultural codes are specific sets of knowledge that provides reference points in the process of interpretation of signs. These codes are systems of ideas that people use to interpret behaviours and messages they receive. As the study of semiotics advances, codes are used to categorize a map of meanings. The signified is the concept that a signifier refers to. This may be words on a page, a picture, facial expression, etc. The first being the signifier, which categorizes any material thing that signifies. Introduced by Ferdinand de Saussure, the sign was established as the basic unit of meaning, where two aspects of a sign coincide to project its meaning. Semiotics was introduced as the theory of signs. Semiotics is a tradition in the study of the philosophy of language, which focuses on the formal structures of signification and meaning making in culture. The study of hyperreality and the effects it has on the consumer falls under the study of semiotics and postmodernism studies. Some famous theorists who contributed to the field of hyperreality/hyperrealism include Jean Baudrillard, Albert Borgmann, Daniel J. Baudrillard's work stems around his interest in the theories of post-structuralism and post-modernism. Some of Baudrillard's most influential theorists consist of Karl Marx, Freud, Levi Strauss, Nietzsche, etc. His most notable work consists of establishing the concept of hyperreality and the simulacra. Jean Baudrillard is a French cultural theorist, sociologist and philosopher. It allows the merging of physical reality with virtual reality (VR) or augmented reality (AR), and human intelligence with artificial intelligence (AI). Hyperreality is seen as a condition in which what is real and what is fiction are seamlessly blended together so that there is no clear distinction between where one ends and the other begins. This is more prominent in technologically advanced societies. Proposed by Jean Baudrillard, the concept of hyperreality captures the inability of consciousness to distinguish reality from a simulation of reality. ( Learn how and when to remove this template message) Please help by rewording it if the intended meaning can be determined. This article may be incomprehensible or very hard to understand.
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