Has True Romance Disappeared in Consumer Society ? A Morinian and Baudrillardian Reflection of the Acute Crisis of Simulation
coitus . As the philosopher clearly states , “ The star is always good advertising [ ... ] she invites us to use her cigarettes ” ( 137 ). Not only do celebrities promote a certain view of romance that is emblematic of pure hyperreal reverie , but Morin also reminds us that simulated sexuality revolving around the cult of the stars is often used to manipulate clients into purchasing specific items . In this vein , the researcher Michele Schreiber highlights the hegemonic role of product placement in the “ postfeminist romance film ” ( 15 ). Providing several concrete examples of this phenomenon in contemporary American cinema , Schreiber argues that “ The high production values and glamorous , well-appointed décor and costumes in many of these films create an attractive environment for product placement , and sell romance , even if it is a failing romance , as an attractive lifestyle ” ( 15 ).
In The Stars , Morin evokes the philosophical and anthropological theory of mimesis in an effort to shed light on why product placement appears to be such an effective ideological tool for dictating consumer behavior . Implying that Homo sapiens have a heightened predilection to imitate the actions of those around them in comparison to the rest of the animal kingdom to which we in fact belong , Morin posits , “ The imaginary identifications are themselves ferments of practical identifications or mimetisms . The stars guide our manners , gestures , poses , attitudes [ ... ] the way we lift a glass-casually or with significant sex appeal-the way we [ ... ] refuse or permit a kiss ” ( 136 ). Similar to other contemporary French philosophers like René Girard and Michel Serres , Morin contends that mimesis is the very foundation of human collective identity . From a biological standpoint , our innate desire to belong to a social group and to be accepted by others is so strong that it is an evolutionary flaw strategically exploited by marketers . As Serres theorizes in a recent
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