" The strategy of exorcizing the sexual body by wildly exaggerating the signs of sex, of exorcizing desire by its secret depolarization and the exaggeration of its mise en scene, is much more effective than that of good old repression, which , by contrast, used prohibition to create difference. Yet it is not clear who benefits from this strategy, as everyone suffers it without distinction. This travestied regime - in the broadest sense — has become the very basis of our institutions. You find it everywhere — in politics, architecture, theory, ideology and even in science.
You even find it in our desperate quest for identity and difference. We no longer have the time to seek out an identity in the historical record, in memory , in a past, nor indeed in a project or a future. We have to have an instant memory which we can plug in to immediately - a kind of promotional identity which can be verified at every moment. What we look for today, where the body is concerned , is not so much health, which is a state of organic equilibrium, but fitness, which is an ephemeral , hygienic , promotional radiance of the body - much more a performance than an ideal state — which turns sickness into failure. In terms of fashion and appearance , we no longer pursue beauty or seductiveness, but the 'look' .
Everyone is after their 'look'. Since you can no longer set any store by your own existence (we no longer look at each other - and seduction is at an end!), all that remains is to perform an appearing act, without bothering to be, or even to be seen.
It is not: 'I exist, I'm here' , but 'I'm visible, I'm image — look , look!' This is not even narcissism. It's a depthless extraversion, a kind of promotional ingenuousness in which everyone becomes the impresario of his/her own appearance.
The 'look ' is a kind of minimal, low-definition image, like the video image or, as McLuhan would say, a tactile image , which provokes neither attention nor admiration, as fashion still does, but is a pure special effect without any particular meaning . The look is not exactly fashion any more; it is a form of fashion which has passed beyond. It no longer subscribes to a logic of distinction and it is no longer a play of difference; it plays at difference without believing in it. It is indifference. Being oneself becomes an ephemeral performance , with no lasting effects, a disenchanted mannerism in a world without manners. "

― Jean Baudrillard , Screened Out