“The simulacrum is never that which conceals the truth – it is the truth which conceals that there is none. The simulacrum is true.” – Ecclesiastes*
* (this is not a direct quote from Ecclesiastes but something invented by Baudrillard to stands as a strong metaphor to idea of simulation – that it is not real!)
“Burger” is a pejorative term that entered Pakistani popular discourse in the recent decade to denote young, westernized, affluent, urban elite, who study at expensive private schools, speak English rather than Urdu in their social circle, and prefer eating burgers over the local cuisine. They are constantly derided for being out of touch with mainstream Pakistani politics and society. “Impossible Burgers” are the vegetarian substitute for beef-based hamburgers created by Impossible Foods and introduced by the fast-food chain, Burger King, that became immensely popular with the ‘conscious’ consumers for being an environmentally friendly product, which not only simulates the real meat but also tastes better than it. Burger King even offers a promotion to try both products out and find any difference. To make it real – or surreal or in Baudrillard’s definition of the situation, hyperreal – the Impossible Burger patties ‘drip blood’, which happen to be just beetroot juice. Impossible Burgers, hence for the sake of thought experiment, are a milestone simulacrum in our journey towards a total simulated reality in which the sovereign difference between the simulated and the real will gradually disappear – turning us into “burgers” who will no longer be able to distinguish between the real and the simulated.
Continue reading “On Baudrillard and “Impossible Burgers””