Fragment from “America”
John Margolies, 1987. Road sign near Santa Rosa, New Mexico.
Jean Baudrillard was amongst the most consequential sociologists and philosophers of the modern age, formulating ideas of cultural consumption, hyperreality, and simulation that came to define our collective understanding of the technological age. In 1986, this titan of French academia published his American travel journals, written while driving across the United States. The work is insightful and biting, laden with humor, cynicism and awe for the country. Here is a fragment of these journals; concerning the joy of driving, the nature of artificiality, and the vast American desert to create a theory of America as land defined by, and powered by, speed.
Jean Baudrillard December 12, 2024
Speed creates pure objects. It is itself a pure object, since it cancels out the ground and territorial reference-points, since it runs ahead of time to annul time itself, since it moves more quickly than its own cause and obliterates that cause by outstripping it. Speed is the triumph of effect over cause, the triumph of instantaneity over time as depth, the triumph of the surface arid pure objectality over the profundity of desire. Speed creates a space of initiation, which may be lethal; its only rule is to leave no trace behind. Triumph of forgetting over memory, an uncultivated, amnesic intoxication. The superficiality and reversibility of a pure object in the pure geometry of the desert. Driving like this produces a kind of invisibility, transparency, or transversality in things, simply by emptying them out. It is a sort of slow-motion suicide, death by an extenuation of forms - the delectable form of their disappearance. Speed is not a vegetal thing. It is nearer to the mineral, to refraction through a crystal, and it is already the site of a catastrophe, of a squandering of time. Perhaps, though, its fascination is simply that of the void. There is no seduction here, for seduction requires a secret. Speed is simply the rite that initiates us into emptiness: a nostalgic desire for forms to revert to immobility, concealed beneath the very intensification of their mobility. Akin to the nostalgia for living forms that haunts.
Still, there is a violent contrast here, in this country, between the growing abstractness of a nuclear universe and a primary, visceral, unbounded vitality, springing not from rootedness, but from the lack of roots, a metabolic vitality, in sex and bodies, as well as in work and in buying and selling. Deep down, the US, with its space, its technological refinement, its bluff good conscience, even in those spaces which it opens up for simulation, is the only remaining primitive society. The fascinating thing is to travel through it as though it were the primitive society of the future, a society of complexity, hybridity, and the greatest intermingling, of a ritualism that is ferocious but whose superficial diversity lends it beauty, a society inhabited by a total metasocial fact with unforeseeable consequences, whose immanence is breathtaking, yet lacking a past through which to reflect on this, and therefore fundamentally primitive. . . Its primitivism has passed into the hyperbolic, inhuman character of a universe that is beyond us, that far outstrips its own moral, social, or ecological rationale. Only Puritans could have invented and developed this ecological and biological morality based on preservation - and therefore on discrimination -which is profoundly racial in nature. Everything becomes an overprotected nature reserve, so protected indeed that there is talk today of denaturalizing Yosemite to give it back to Nature, as has happened with the Tasaday in the Philippines. A Puritan obsession with origins in the very place where the ground itself has already gone. An obsession with finding a niche, a contact, precisely at the point where everything unfolds in an astral.
Edward S. Curtis, 1904. Cañyon de Chelly.
There is a sort of miracle in the insipidity of artificial paradises, so long as they achieve the greatness of an entire (un)culture. In America, space lends a sense of grandeur even to the insipidity of the suburbs and ‘funky towns’. The desert is everywhere, preserving insignificance. A desert where the miracle of the car, of ice and whisky is daily re-enacted: a marvel of easy living mixed with the fatality of the desert. A miracle of obscenity that is genuinely American: a miracle of total availability, of the transparency of all functions in space, though this latter nonetheless remains unfathomable in its vastness and can only be exorcised by speed.
The Italian miracle: that of stage and scene.
The American miracle: that of the obscene.
The profusion of sense, as against the deserts of meaninglessness.
It is metamorphic forms that are magical. Not the sylvan, vegetal forest, but the petrified, mineralized forest. The salt desert, whiter than snow, flatter than the sea. The effect of monumentality, geometry, and architecture where nothing has been designed or planned. Canyonsland, Split Mountain. Or the opposite: the amorphous reliefless relief of Mud Hills, the voluptuous, fossilized, monotonously undulating lunar relief of ancient lake beds. The white swell of White Sands. It takes this surreality of the elements to eliminate nature’s picturesque qualities, just as it takes the metaphysics of speed to eliminate the natural picturesqueness of travel.
“Driving is a spectacular form of amnesia. Everything is to be discovered, everything to be obliterated.”
In fact the conception of a trip without any objective and which is, as a result, endless, only develops gradually for me. I reject the picturesque tourist round, the sights, even the landscapes (only their abstraction remains, in the prism of the scorching heat). Nothing is further from pure travelling than tourism or holiday travel. That is why it is best done in the extensive banality of deserts, or in the equally desert-like banality of a metropolis - not at any stage regarded as places of pleasure or culture, but seen televisually as scenery, as scenarios. That is why it is best done in extreme heat, the orgasmic form of bodily deterritorialization. The acceleration of molecules in the heat contributes to a barely perceptible evaporation of meaning.
It is not the discovery of local customs that counts, but discovering the immorality of the space you have to travel through, and this is on a quite different plane. It is this, together with the sheer distance, and the deliverance from the social, that count. Here in the most moral society there is, space is truly immoral. Here in the most conformist society, the dimensions are immoral. It is this immorality that makes distance light and the journey infinite, that cleanses the muscles of their tiredness.
Sinclair Lewis, 1908.
Driving is a spectacular form of amnesia. Everything is to be discovered, everything to be obliterated. Admittedly, there is the primal shock of the deserts and the dazzle of California, but when this is gone, the secondary brilliance of the journey begins, that of the excessive, pitiless distance, the infinity of anonymous faces and distances, or of certain miraculous geological formations, which ultimately testify to no human will, while keeping intact an image of upheaval. This form of travel admits of no exceptions: when it runs up against a known face, a familiar landscape, or some decipherable message, the spell is broken: the amnesic, ascetic, asymptotic charm of disappearance succumbs to affect and worldly semiology. This sort of travel creates its own peculiar type of event and innervation, so it also has its own special form of fatigue. Like a fibrillation of muscles, striated by the excess of heat and speed, by the excess of things seen or read, of places passed through and forgotten. The defibrillation of the body overloaded with empty signs, functional gestures, the blinding brilliance of the sky, and somnabulistic [sic!] distances, is a very slow process. Things suddenly become lighter, as culture, our culture, becomes more rarefied. And this spectral form of civilization which the Americans have invented, an ephemeral form so close to vanishing point, suddenly seems the best adapted to the probability - the probability only - of the life that lies in store for us. The form that dominates the American West, and doubtless all of American culture, is a seismic form: a fractal, interstitial culture, born of a rift with the Old World, a tactile, fragile, mobile, superficial culture - you have to follow its own rules to grasp how it works: seismic shifting.
The only question in this journey is: how far can we go in the extermination of meaning, how far can we go in the non-referential desert form without cracking up and, of course, still keep alive the esoteric charm of disappearance? A theoretical question here materialized in the objective conditions of a journey which is no longer a journey and therefore carries with it a fundamental rule: aim for the point of no return. This is the key. And the crucial moment is that brutal instant which reveals that the journey has no end, that there is no longer any reason for it to come to an end. Beyond a certain point, it is movement itself that changes. Movement which moves through space of its own volition changes into an absorption by space itself - end of resistance, end of the scene of the journey as such (exactly as the jet engine is no longer an energy of space penetration, but propels itself by creating a vacuum in front of it that sucks it forward, instead of supporting itself, as in the traditional model, upon the air’s resistance). In this way, the centrifugal, eccentric point is reached where movement produces the vacuum that sucks you in. This moment of vertigo is also the moment of potential collapse. Not so much from the tiredness generated by the distance and the heat, as from the irreversible advance into the desert of time.
Tomorrow is the first day of the rest of your life.
Jean Baudrillard was a French philosopher, sociologist and cultural theorist. He was born in 1929 and died in 2007.
