In his analysis of America, Baudrillard focuses on the structures of consumption and production that have come to define American culture. He argues that America is a culture built on excess and that this excess is what drives both American consumption and production. This has led to a situation where American culture is not only based on the production and consumption of goods, but also on the production and consumption of images and symbols.
Baudrillard begins his analysis by looking at the way in which America produces its objects of consumption. He argues that America has moved away from producing things of utility and instead now focuses on producing things that are symbolic. This is evident in the way that companies now market their products; they are more concerned with creating an image or a brand than with actually producing a good or service that is useful.
This focus on symbols and images has also led to a situation where Americans are constantly bombarded with messages that they need to consume more. Baudrillard argues that this is because American culture is based on the principle of scarcity; there is always something that Americans need to buy in order to be happy or fulfilled. This creates a vicious cycle of consumption where people are never satisfied because they can always find something else to buy.
Baudrillard’s analysis of America reveals a culture that is based on excess and constant consumption. This has led to a society that is bombarded with messages telling them to buy more. The principle of scarcity ensures that people are never satisfied with what they have, which keeps them trapped in a cycle of consumption.