Chick lit as a Trajectory of Jean Baudrillard’s The Consumer Society: An Indian Perspective

Abstract

French theorist Jean Baudrillard (1929-2007) has been hailed as a prominent figure of French postmodern theory. He is one of those prime intellectual minds of the postmodern world whose work combines philosophy, social theory and distinctive cultural concepts which reflect on the sociology of the present era. He has been a sharp critic of present day society and thoughts. Baudrillard has commented on the sociological, anthropological and cultural phenomena of the contemporary era, where the significance of class, gender and race has mutated in the light of postmodern consumerist and technologically advanced society. His works and analysis of signs and everyday life in a historical framework of 1920’s to 1960’s stress on the classical Marxist ideology of capitalist development where the focus of the new economic standards was on managing consumption and creating needs for new prestigious goods.