Simulacra and Simulations

Simulacra and simulations share the same Latin root word, simulare, all of which refer to something taking on the appearance or form of something else. The two terms, however, have a technical meaning, as presented in the postmodernist work of Jean Baudrillard. At the heart of simulacra (the plural form of simulacrum) and simulations is the sign, which he sees as pervasive in all of human society. Baudrillard investigates the nature of the relationship between signs and reality—that signs are integral to larger systems of social meaning construction. This entry summarizes the concepts of simulacra and simulations and explains their ties to corporate reputation management, where image is key.