Everyone is after their 'look'. Since you can no longer set any score 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 (trans. Chris Turner) 2002
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