Studia Gilsoniana 12, no.

2 (April–June 2023): 325–344

iSSN­2300–0066­(print)
iSSN­2577–0314­(online)
DOi:­10.26385/SG.120212
Jan Gondek
Grzegorz Tutak

The conception of the “silent majority”

against the backdrop
of digital aspects
of political transformations

contemporary­voters­live­in­a­world­dominated­by­broadly­conceived
media­coverage.­Politicians­governing­people­do­not­so­much­concen-
trate­on­manipulating­facts­but­rather­on­creating­spectacular­informa-
tion,­ subjected­ to­ the­ determinants­ of­ a­ precisely­ directed­ spectacle.
Man,­constantly­impacted­by­such­information,­is­guided­by­emotion-
ally­experienced­impressions.­in­the­consumer­society,­in­which­digi-
tally­ created­ information­ has­ gotten­ a­ hold­ of­ man’s­ choices,­ the
process­of­functioning­of­political­power­is­taking­on­the­form­of­sim-
ulation.1 the­French­thinker­Jean­Baudrillard,­whose­analyses­we­refer

Jan­Gondek,­­the­John­Paul­ii­catholic­University­of­lublin,­Poland
e-mail:­[Link]@[Link]­•­OrciD:­0000-0001-6444-699

Grzegorz­tutak,­the­John­Paul­ii­catholic­University­of­lublin,­Poland
e-mail:­[Link]@[Link]­•­OrciD:­0000-0003-4705-0446

1 A­simulation­in­Baudrillard’s­approach­consists­in­detaching­meanings­from­their

original­sources­of­reference­and­in­creating,­on­the­basis­of­these­signs,­artificial­copies
which­will­be­more­attractive­in­their­message­for­the­audience­than­the­real­phenome-
non/object.­ Simulation­ which­ occurs­ in­ the­ sphere­ of­ the­ impact­ of­ government­ has
many­ functional­ dimensions.­ On­ the­ one­ hand,­ it­ may­ be­ perceived­ as­ a­ symptom­ of
manipulating­voters­by­properly­formed­media­information.­On­the­other­hand,­howev-

A­rticle —­received:­April­23,­2023­•­Accepted:­June­15,­2023­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­
326 Jan Gondek, Grzegorz Tutak

to­ in­ the­ paper,­ treated­ simulation­ processes­ as­ the­ starting­ point­ for
analyzing­society.­He­perceived­society­as­a­collectivity­functioning­in
a­ special­ relationship­ to­ political­ power,­ which­ acts­ under­ specific
media­conditions.­thus,­in­the­paper,­attention­will­be­drawn­to­how
the­simulatory­nature­of­contemporary­political­power­correlates­with
the­functioning­of­a­society.
in­this­context,­we­will­draw­upon­Baudrillard’s­conception­of­the
‘silent­majority,”2 introducing­the­diagnosis­of­the­functioning­of­a­soci-
ety­in­relation­to­power.­the­conception­of­the­“silent­majority”­was­uti-
lized­ by­ Baudrillard­ to­ analyze­ the­ behavior­ of­ contemporary­ people
receiving­media­messages­addressed­to­them­by­political­powers.­in­a
world­in­which­an­excessive­amount­of­digital­information­is­created,­it
is­hard­to­say­that­model­relationships­function­between­a­society­and
politicians.­ the­ question­ is­ not­ only­ about­ one­ man’s­ contacts­ with
another­one­or­simple­interactions­connecting­one­group­with­another
one.­Attention­needs­to­be­drawn­to­the­relationship­between­the­citi-
zens­perceiving­the­media­messages­and­the­media­themselves,­and­the
power­ (the­ authorities)­ creating­ spectacular­ media­messages.­the­ all-
encompassing­and­still­rapidly­increasing­number­of­digital­messages
addressed­to­people­leads­to­a­lack­of­response­on­the­part­of­the­com-
munity­and­results­in­a­significant­silence­in­the­sphere­of­opinion,­com-
ments­ or­ voices­ in­ the­ public­ debate.­At­ this­ juncture,­ there­ occurs­ a
serious­problem­of­legitimizing­or­rejecting­power­by­voters.­therefore,
there­arises­the­question­whether­the­category­of­the­“silent­majority”­is

er,­it­is­an­attempt­to­constantly­improve­the­social­reality­(artificially­creating­a­politi-
cian’s­ image­ and­ actions)­ following­ marketing­ products­ and­ services.­ See­ Jean
Baudrillard,­ Simulacra and Simulation,­ trans.­ Sheila­ Faria­ Glaser­ (Ann­ Arbor:
University­of­Michigan­Press,­2004),­1–3.
2 Jean­Baudrillard,­In the Shadow of the Silent Majorities or the End of the Social

and Other Essays,­ trans.­ Paul­ Foss,­ Paul­ Patton­ and­ John­ Johnston­ (New­ York:
Semiotext(e),­inc.,­1983),­19–21.
 The conception of the “silent majority” against the backdrop of... 327

becoming­the­only­tool­which­might­still­be­indicative­of­the­autonomy
of­ society­ or­ of­ the­ possibility­ of­ opposition­ against­ the­ conduct­ of
power?­in­this­context,­it­is­worth­posing­a­more­fundamental­question
against­ the­ background­ of­ the­ reflections­ undertaken­ in­ the­ paper.­ it
concerns­ the­ cause­ of­ such­ actions:­ for­ what­ purpose­ does­ political
power­inundate­voters­with­media­messages­and­what­is­it­intended­to
serve?­Does­such­information­serve­power­solely­to­create­its­image­or
does­it­involve­a­more­fundamental­task,­that­is­part­of­the­simulation
processes­involved­in­exercising­power­over­society?

The simulative nature

of modern political power

Seeking­ an­ answer­ to­ the­ question­ of­ what­ power­ is­ and­ what­ the
impact­of­political­power­on­contemporary­society­consists­in­requires
a­reference­to­the­context­in­which­consumer­society­functions.­in­such
a­collectivity,­the­consumption­of­signs­plays­an­essential­role.­Signs
are­very­broadly­conceived;­however,­they­generally­concern­the­phe-
nomenon­of­artificial­modification­of­real­objects.­let­us­note­that­in
the­ contemporary­ market,­ the­ only­ product/service­ that­ gains­ attrac-
tiveness­ is­ marked­ by­ a­ number­ of­ additional­ properties,­ which­ are,
importantly,­largely­unconnected­with­its­real­existence.­However,­the
most­important­thing­from­the­standpoint­of­consumerism­is­that­only
such­a­product­carries­the­potential­of­satisfying­previously­properly
aroused­ human­ desires.­ therefore,­ the­ huge­ effort­ of­ people­ dealing
with­marketing­and­the­new­media­does­not­concentrate­on­indicating
the­actual­usefulness­of­the­product/service­itself.3 it­assumes­in­turn

3 Jean­ Baudrillard,­ TheConsumer Society: Myths and Structures (london:­ Sage

Publications,­1998),­26–27,­31–32.
328 Jan Gondek, Grzegorz Tutak

the­form­of­creating­consumer­needs,­not­only­by­introducing­attrac-
tive­packaging­or­presenting­new­functions­in­relation­to­the­previous
edition,­ but­ also­ by­ promoting­ lifestyles­ or­ even­ shaping­ political
trends.­thus,­targeted­consumption­is­becoming­a­determinant­of­voter
acquisition­by­contemporary­political­power.
thereby,­these­days­power­has­become­a­certain­type­of­game­or­real-
ity­show.­this­is­not­caused­by­the­fact­that­politicians­want­to­live­in
such­a­world,­but­it­is­conditioned­functionally:­by­seeking­an­efficient
mode­of­reaching­out­to­people.­For­contacts­with­voters­are­established
in­times­which­are­dominated­by­the­model­of­creating­and­instantly­sat-
isfying­the­(created)­consumer­needs.­there­is­an­overlap­of­a­political
viewpoint­with­the­play­of­signs­surrounding­a­politician.­this­is­how
political­events­are­most­frequently­created­by­the­media.­they­occur­for
the­sake­of­a­given­situation­such­as­an­election­campaign­or­a­visit­by­a
foreign­leader.­Power­uses­tools­from­the­marketing­of­products/services
to­influence­society­and­convey­information­about­itself.4 the­model­of
consumer­society,­based­on­artificial­labelling­compounded­by­incessant
media­transmission­and­accepted­and­utilized­in­the­political­sphere,­has
led­to­the­denial­of­the­idea­of­representativeness­and­has­brought­about
a­complete­blurring­of­the­traditional­(and­by­now­completely­historical)
relation­between­ruler­and­subject.
in­ a­ world­ of­ consumption,­ everything­ is­ dynamic­ because­ con-
sumers­themselves­have­unlimited­capacity­to­constantly­take­in­infor-
mation.­For­this­reason,­ultimate­satisfaction­of­their­needs­is­not­pos-
sible.­the­customer­cannot­achieve­complete­satisfaction­since­the­sys-
tem­of­contemporary­economics­inscribes­him­in­ongoing­active­buy-
ing­and­participation­in­the­entire­production­process.­For­this­reason,
power­cannot­show­its­truthfulness.­it­is­only­a­product­of­a­combined
system­ of­ sign­ consumption­ and­ media­ messages­ based­ on­ a­ specta-

4 Baudrillard,­Simulacra and Simulation,­23–24.

 The conception of the “silent majority” against the backdrop of... 329

cle.5 in­ this­ context,­ it­ is­ important­ to­ recall­ erving­ Goffman’s­ dra-
maturgical­approach­to­the­conception­of­power.6 According­to­him,­a
politician­is­supposed­not­so­much­to­convey­contents­by­means­of­ver-
bal­ or­ non-verbal­ symbols,­ but­ their­ main­ aim­ is­ to­ cause­ (create)
impressions.­thus,­an­election­campaign­becomes­a­theater­in­which
interactions­ between­ individuals­ are­ created­ in­ advance­ fora­ specific
communication­situation­(the­Goffmanian­‘stage’­or­‘backstage’).­the
aim­of­political­messages­is­to­maintain­the­persuasive­credibility,­fun-
damental­in­this­context,­which­is­created­by­the­politician­themself­as
an­ ‘actor’­ for­ the­ purposes­ of­ conforming­ to­ the­ needs­ of­ specific
groups­of­audiences.7 this­is­why­modern­governments­strive­to­main-
tain­their­credibility­by­means­of­exerting­impressions­on­their­audi-
ence­(voters).­if­the­created­impressions­are­well-received­by­the­audi-
ence,­then­it­will­consequently­lead­to­outlining­the­direction­of­activ-
ity­and­making­decisions­according­to­their­thoughts.
According­ to­ Baudrillard,­ the­ so-called­ “true­ power”­ no­ longer
exists­and­one­cannot­talk­of­a­true­representation­of­voters­or­of­the
real­choice­made­by­them.­these­are­illusory­statements­which­are­an
expression­of­people’s­futile­hope­in­the­domain­of­politics.­All­repre-
sentations­in­the­sense­of­exercised­power,­even­at­the­lowest­levels,­no
longer­ have­ anything­ in­ common­ with­ their­ former­ function.­this­ is
why­power­finds­it­so­difficult­to­win­over­people.­For­they­sense­its

5 Przemysław­ Żukiewicz,­ “Kondycja­ władzy­ w­ świecie­ postmodernistycznym:

refleksje­ inspirowane­ myślą­ Jeana­ Baudrillarda”­ [the­ condition­ of­ Power­ in­ the
Postmodernist­World.­reflections­inspired­by­Jean­Baudrillard’s­Philosophy],­Świat Idei
i Polityki vol.­8­(2008):­171–172.
6 Barbara­ Szacka,­ Wprowadzenie do socjologii [An­ introduction­ to­ Sociology]

(Warszawa:­Oficyna­Naukowa,­2008),­132–133.
7 Agnieszka­ Ogonowska,­ Między reprezentacją a symulacją. Szkice z socjologii

mediów [Between­ representation­ and­ Simulation.­ Sketches­ from­ media­ sociology]

(Kraków:­Wydawnictwo­edukacyjne,­2007),­15–16,­136–138.
330 Jan Gondek, Grzegorz Tutak

fickleness­and­insincerity.8 the­implication­is­that­a­consumer­who,­in
the­market­for­the­sale­of­objects/services,­is­accustomed­to­the­con-
stant­ exchange­ of­ companies­ in­ the­ purchasing­ process­ (depending,
among­other­things,­on­the­price­or­quality­of­the­products­offered),­is
unable­to­function­in­the­political­sphere.­Since­this­is­more­constant,
it­is­enough­to­note­that­elections­take­place,­for­example,­every­four
years,­and­the­model­of­governance­is­conditioned­by­the­political­sys-
tem­adopted­in­a­given­community.
At­ this­ juncture,­ imminent­ change­ in­ the­ desires­ of­ voters­ is­ not
possible,­and­a­dissatisfied­public­may­rebel­by­failing­to­respond­to
the­calls­of­authority.­Such­a­phenomenon­causes­the­greatest­fear­in
politicians­exercising­power.­this­is­why­politicians­must­inspire­their
voters’­ fascination­ by­ their­ actions­ and­ become­ actors­ of­ a­ spectacle
embedded­ in­ the­ communication­ channels­ of­ the­ new­ media.­ they
must­arouse­emotions­which­at­a­given­moment­satisfy­human­desires
in­terms­of­comprehending­the­actions­of­authorities.9 Jean­Baudrillard
argues­that­all­intervention­actions­of­Western­states­in­various­parts­of
the­ world­ concerning­ dictatorship­ governments­ play­ the­ function­ of
reinforcing­ and­ legitimizing­ the­ authorities­ of­ Western­ powers.
carrying­ out­ armed­ interventions,­ supporting­ the­ ‘aggrieved,’­ and
fomenting­revolutions­ultimately­serves­to­make­the­tools­available­to
political­power­more­realistic,­in­order­to­become,­at­least­for­a­while,
an­entity­independent­of­the­media,­the­entertainment­market­or­cor-
porations.­ Authorities­ operating­ in­ highly­ developed­ societies­ have
found­ a­ way­ to­ show­ real­ governance­ in­ humanitarian­ action.
Presenting­ such­ humanitarian­ efforts­ as­ their­ own­ success­ makes­ it
necessary­ to­ put­ the­ message­ in­ media­ and­ consumer­ signs.10 these

8 Baudrillard,­Simulacra and Simulation,­23–24.

9 Ibid.,­17,­151–153.
10 Żukiewicz,­ “Kondycja­ władzy­ w­ świecie­ postmodernistycznym:­ refleksje
inspirowane­myślą­Jeana­Baudrillarda”­[the­condition­of­Power­in­the­Postmodernist
World.­reflections­inspired­by­Jean­Baudrillard’s­Philosophy],­172.
 The conception of the “silent majority” against the backdrop of... 331

types­of­measures­very­often­turn­against­power­itself,­because­it­enters
into­a­message­detached­from­reality.­in­addition,­in­its­functional­pow-
erlessness­and­sign­closure,­it­is­unable­to­deal­with­and­combat­these
phenomena.­Power­only­works­through­technologies­amplifying­signs,
which­consequently­reinforces­totalitarian­systems.
According­to­Jean­Baudrillard,­power­is­not­respected­in­the­con-
temporary­world­since­people­react­to­objective­demands­(e.g.,­civic
duties)­with­rebellion­and­disobedience.­in­turn,­they­respond­to­sub-
jective­expectations­(e.g.,­the­granting­of­rights)­with­their­own­alien-
ation­and­passivity.­it­is­therefore­very­difficult­for­political­power­to
exist­in­the­form­desired­by­it.­the­exemplary­American­slogan:­“Ask
not­what­the­state­can­do­for­you,­ask­what­you­can­do­for­the­state”
carries­ the­ message­ that­ citizens­ who­ suffer­ and­ make­ losses­ must
place­ the­ blame­ on­ themselves.11 the­ mistakes­ of­ the­ authorities­ are
shifted­onto­the­people,­rather­than­onto­the­politicians­responsible­for
such­a­state­of­affairs­and­the­communication­channels­through­which
they­direct­information­to­the­electorate.
it­needs­to­be­emphasized­that­Baudrillard’s­conception­of­power
stands­ in­ opposition­ to­ Michel­ Foucault’s­ dispersed­ authority,­ which
consists­in­understanding­authority­as­an­omnipresent­dynamic­factor
which­voluntarily­permeates­all­spheres­of­human­life.­Authority­does
not­take­on­a­coercive­character­but­is­based­on­the­voluntary­accep-
tance­of­its­recommendations­and­subjective­control­by­individuals.12
According­to­Baudrillard,­such­a­postulate­is­not­achievable,­as­mod-
ern­power,­mastered­by­processes­of­simulation,­has­itself­become­an
unreal­entity­that­only­uses­artificial­signs­to­rescue­its­image­and­sub-
jectivity.

11 Żukiewicz,“Kondycja­władzy,”­[the­condition­of­Power],­173.
12 Agnieszka­ Ziętek,­ Jean Baudrillard wobec współczesności: polityka, media,
społeczeństwo [Jean­Baudrillard’s­Vision­of­contemporary­World:­Politics,­Media­and
Society]­(Kraków:­UNiVerSitAS,­2013),­80–83.
332 Jan Gondek, Grzegorz Tutak

A­ very­ pertinent­ example,­ cited­ by­ Baudrillard,­ illustrating­ the

actions­of­power­in­today’s­world­are­the­events­which­took­place­in
1991,­called­the­Gulf­War.­Jean­Baudrillard­observed­the­conflict­as­it
broke­out­and­came­up­with­a­number­of­very­interesting­theses­reveal-
ing­ the­ way­ in­ which­ contemporary­ power­ operates,­ including­ its
methods­of­controlling­information.­According­to­Baudrillard,­the­war
never­really­happened,­as­it­took­place­only­in­the­virtual­sphere,­i.e.,
in­the­media.­Of­course,­Baudrillard­is­using­a­certain­allegory­in­mak-
ing­ such­ statements.13 However,­ the­ conclusions­ he­ reaches­ become
the­basis­for­reflecting­on­the­meaning­of­this­conflict.­Jean­Baudrillard
believes­that­military­commanders­and­politicians­do­not­know­how­to
behave­in­the­face­of­power,­so­they­have­to­kill­people­and­carry­out
destruction.­the­Gulf­War­was­one­example­of­such­a­situation.­in­fact,
the­conflict,­which­played­out­in­1991,­became­one­big­publicity­cam-
paign.­this­war­was­controlled­by­the­combined­centers­of­power­and
media.
Most­interestingly,­the­conflict­was­not­conducted­with­the­view­to
conquering­some­new­territories­or­to­dominating­a­country,­rather­the
focus­was­to­preserve their ­ power ­ stat us­ an d­ to­ le gitimi ze­ it.
the­war­was­supposed­to­show­that­power­still­existed.14 the­very­con-
text­of­power­is­not­directly­invoked­by­Baudrillard,­it­appears­against
the­ backdrop­ of­ the­ reflections.­ Modern­ media,­ innovative­ technolo-
gies­ and­ information­ became­ the­ objects­ of­ this­ war.­ it­ was­ another
phase,­after­the­cold­War,­in­which­the­focus­was­more­on­the­aspect
of­ the­ game­ being­ played­ than­ on­ the­ conflict­ itself.­ the­ war­ was
played­ in­ the­ media,­ not­ on­ the­ battlefield.­the­ real­ coverage­ of­ the
events­ which­ took­ place­ during­ this­ conflict­ was­ not­ a­ reliable­ mes-
sage,­ but­ ‘empty­ information’­ aimed­ at­ filling­ television­ screens­ and

13 Jean­ Baudrillard,­ The Gulf War Did Not Take Place,­ trans.­ Paul­ Patton
(Bloomington:­indiana­University­Press,­1995),­23–28.
14 Ibid.,­29.
 The conception of the “silent majority” against the backdrop of... 333

satisfying­ viewers’­ expectations.­ it­ should­ be­ stressed,­ following

Baudrillard,­that­political­power­can­steer­conflict­in­many­ways.15 One
of­ them,­ for­ example,­ is­ live­ broadcasting,­ most­ often­ selective­ and
manipulated.­the­ conflict­ also­ demonstrated­ the­ extraordinary­ speed
of­the­transmission­of­information.­However,­this­was­combined­with
a­loss­of­the­meaning­of­the­message­and­a­distortion­of­the­possibili-
ty­of­reliably­conveying­the­content.
in­his­book­The Gulf War Did Not Take Place (which­exposes­the
media­ aspects­ of­ the­ Gulf­ War),­ the­ author­ cites­ some­ figures.­ the
500,000­soldiers­who­fought­at­the­front­for­seven­months­were­three
times­more­likely­to­die­in­a­car­or­traffic­accident­while­remaining­at
home­than­while­at­the­front.­thus,­the­war,­according­to­Baudrillard,
pursued­a­specific­objective,­since­the­authorities­wanted­to­show­their
power­by­engaging­in­this­conflict.­the­war­ultimately­exhibited­the
great­powerlessness­of­power.­it­did­not­overthrow­Saddam­Hussein’s
power,­but­it­was­carried­out­as­a­kind­of­performance,­show­and­spec-
tacle.16 the­example­of­the­Gulf­War­functionally­puts­contemporary
armed­conflicts­in­a­new­light.
An­analysis­of­the­conflicts­that­have­taken­place­in­the­last­decade
or­ so­ leads­ to­ the­ conclusion­ that­ it­ is­ impossible­ to­ disagree­ with
Baudrillard’s­vision.­it­is­information­itself,­controlled­by­power,­that
has­become­the­object­of­wars.­Filling­the­media­with­sign­messages
generates­the­way­that­contemporary­politicians­act.­One­should­pay
attention­to­the­influence­that­information­(even­false­information)­has
on­ the­ quotation­ of­ companies­ on­ the­ stock­ exchanges­ or­ the­ estab-
lishment­of­international­relations.­therefore,­confrontational­struggle
has­given­way­to­wars­played­out­in­a­symbolic­form­on­media­chan-

15 Ziętek,­Jean Baudrillard wobec współczesności: polityka, media, społeczeństwo

[Jean­ Baudrillard’s­ Vision­ of­ the­ contemporary­ World:­ Politics,­ Media­ and­ Society],
135.
16 Baudrillard,­The Gulf War Did Not Take Place,­68–71.
334 Jan Gondek, Grzegorz Tutak

nels.­today,­leaders,­as­Baudrillard­points­out,­play­out­armed­conflicts
in­the­realm­of­virtual­technology.17 their­chief­aim­is­to­legitimize­the
power­they­exercise.

The “silent majority” society

as a reaction to the simulative nature of power

Against­the­backdrop­of­our­considerations­so­far,­there­is­a­need­to
define­ contemporary­ society,­ which­ functions­ as­ a­ target­ at­ which
political­ power­ addresses­ its­ actions.­ Baudrillard’s­ attempt­ to­ define
society­is­not­a­matter­of­course;­it­has­not­taken­the­form­of­previous-
ly­familiar­terms­such­as­consumer­society,­digital­society,­or­spectacle
society.­it­should­be­noted­that­Baudrillard­refers­to­contemporary­vot-
ers,­ consumers,­ and­ recipients­ of­ media­ messages­ as­ the­ “mass.”18
However,­it­should­be­noted­that­this­term­has­no­sociological­mean-
ing.­it­is­not­even­a­category­or­a­designation­belonging­to­the­social
or­demographic­sciences.­Jean­Baudrillard­argues­that­sociology­would
like­to­categorize­the­concept­of­the­“mass”­using­professional­vocab-
ulary.­However,­according­to­him,­this­constitutes­a­mistake,­because
the­“mass”­is­an­undefinable­concept,­difficult­to­put­into­specific­cat-
egories.
Such­a­conception­seems­to­be­valid­in­the­context­of­the­impact­of
the­digital­sphere.­Observing­the­impact­of­digital­technologies­on­var-
ious­ fields­ of­ human­ activity,­ we­ see­ a­ vision­ of­ the­ functioning­ of
technology­distributed­and­subject­to­modifications,­depending­on­the

17 Żukiewicz,­ Żukiewicz,­ “Kondycja­ władzy,”­ [the­ condition­ of­ Power],­ ]­ 176;

Gary­ Genosko,­ Baudrillard and Signs: Signification Ablaze (london;­ New­ York:
routledge,­1994),­98–99.
18 Baudrillard,­In the Shadow of the Silent Majorities or the End of the Social and

Other Essays,­4–5.
 The conception of the “silent majority” against the backdrop of... 335

context­of­the­targeting­of­the­message.19 Meanwhile,­the­concepts­pro-
duced­in­this­area­by­the­social­sciences,­as­well­as­the­humanities,­are
too­obvious,­and­thus­may­lose­the­deeper­meaning­references­needed
in­this­case.­the­mass,­according­to­Jean­Baudrillard,­“is­constituted­by
those­ who­ are­ free­ of­ their­ symbolic­ commitments,­ have­ been
‘released’­(caught­in­infinite­‘nets’)­and­condemned­to­be­one­of­the
countless­terminals­of­the­same­models.”20 this­understanding­of­the
mass­ uncovers­ its­ essential­ characteristics,­ particularly­ useful­ when
analyzing­the­political­impact­of­power­on­voters.
it­is­worth­noting­that­José­Ortega­y­Gasset,­the­creator­of­the­con-
ception­of­“the­rebellion­of­the­masses,”­who­also­utilizes­the­term­of
the­ “mass”­ in­ a­ political­ context,­ perceives­ it­ in­ a­ different­ way.­ He
portrays­ the­ mass,­ characterized­ by­ a­ lack­ of­ a­ superior­ purpose­ of
action­and­primitiveness­of­views,­as­numerically­capable­of­taking­the
helm­in­the­sphere­of­imposing­views.­the­mass­may­dominate­over
this­part­of­society­which­thanks­to­education­(as­well­as­abilities)­and
an­ active­ participation­ in­ social­ life­ wishes­ to­ set­ new­ development
trends.­the­mass­in­this­sense­dictates­(even­by­force)­the­more­ambi-
tious­part­of­society­to­follow­its­models.­it­takes­control­over­culture,
which­begins­to­be­dominated­by­principles­of­the­simple­reception­of
content,­uniformity­of­message­and­facilitation­of­standards­of­reading
symbols.21 in­Baudrillard’s­conception,­the­masses­do­not­express­aspi-
rations­for­the­introduction­of­their­standards­of­communication,­but
actually­need­to­be­encouraged­to­be­active­and­express­their­opinions.

19 Alina­ Betlej,­ “Power­ relations­ in­ the­ Network­ Society.­ A­ Sociological

Approach,”­Studia Gilsoniana 11,­No.­3­(July–September­2022):­427–430.
20 Baudrillard,­In the Shadow of the Silent Majorities or the End of the Social and

Other Essays,­5–6.
21 Ziętek,­Jean Baudrillard wobec współczesności: polityka, media, społeczeństwo

[Jean­ Baudrillard’s­ Vision­ of­ contemporary­ World:­ Politics,­ Media­ and­ Society],
199–204.
336 Jan Gondek, Grzegorz Tutak

comprehending­the­mass­assumes­a­particular­meaning­in­relation
to­the­way­the­media,­entertainment,­and­consumer­systems­function.
these­ systems­ are­ very­ helpful­ in­ setting­ up­ political­ campaigns­ or
promoting­ politicians­ for­ a­ particular­ office.­ the­ mass,­ according­ to
Baudrillard,­is­the­result­of­an­overflow­and­saturation­of­information
exchange.­ it­ functions­ as­ one-way­ flow,­ for­ messages­ flow­ in­ one
direction.­they­ pass­ from­ the­ new­ media­ to­ the­ people­ perceiving­ a
particular­ image,­ often­ not­ comprehending­ the­ overall­ sense­ of­ the
transmission.­ Political­ power,­ using­ the­ sphere­ of­ visual­ messages
manipulatively,­creates­its­image­by­means­of­signs.22 the­aim­of­this
is­ to­ artificially­ perfect­ and­ idealize­ the­ surrounding­ socio-political
reality.
Baudrillard’s­diagnosis­of­the­origin­of­the­mass­is­important­in­this
context.­the­cause­of­the­emergence­of­the­masses­is­the­disconnection
of­society­from­the­symbolic­conditions.­Social­change­is­caused­by­a
lack­of­valuing,­and­the­masses­themselves­do­not­put­themselves­in
the­perspective­of­superiority­or­inferiority.­Hence,­they­do­not­have
the­aspirations­that­should­guide­real­communities.­the­question­aris-
es­as­to­what­developmental­potential­is­to­be­found­in­the­masses.­in
Baudrillard’s­terms,­this­potential­is­understood­in­an­extremely­nega-
tive­ context,­ as­ the­ masses­ have­ the­ characteristic­ ability­ to­ lose­ all
energy,­and­to­neutralize­any­views­and­information­addressed­to­them.
it­is­precisely­these­functions­of­the­masses:­to­absorb­everything­and
not­to­draw­any­consequences­for­themselves­from­this­absorption,­that
stand­in­opposition­to­the­development­of­a­true­society.23 therefore,
the­mass,­in­addition­to­its­characteristic­indifference­to­action,­absorbs

22 Baudrillard,­In the Shadow of the Silent Majorities or the End of the Social and
Other Essays,­30–41.
23 Agnieszka­Smrokowska-reichmann,­“Nieme­"neutrum”:­Baudrillard­–­anty­socjo­-

log­ i­ jego­ diagnoza­ społeczeństwa,”[the­ Silent­ "Neutrum":­ Baudrillard—Anti­-

sociologist­and­His­Diagnosis­of­Society]­Principia liV–lV­(2011):­293–295.
 The conception of the “silent majority” against the backdrop of... 337

higher­culture­and­nullifies­knowledge.­Not­reflecting­the­ideals­previ-
ously­ guiding­ society,­ the­ mass­ functions­ as­ a­ chaotic­ collectivity,
devoid­of­higher­values­and­subject­to­constant­destruction.
thus,­ the­ masses,­ as­ understood­ by­ Baudrillard,­ are­ a­ creation
opposite­ to­ Hanna­ Arendt’s­ take.­ She­ argued­ that­ the­ masses­ have
totalitarian­ inclinations­ and­ are­ easily­ carried­ away­ by­ using­ simple
slogans.­But­the­masses,­according­to­her,­are­made­up­of­weak­indi-
viduals,­cut­off­from­their­traditions.24 According­to­Jean­Baudrillard,
this­ characterization­ is­ not­ accurate,­ as­ the­ masses­ have­ no­ desire­ to
take­any­action,­be­it­revolutionary­or­in­favor­of­any­defense­of­his-
torical­values.
today’s­ consumers­ (voters),­ affected­ by­ an­ enormous­ amount­ of
information,­ are­ able­ to­ resist­ the­ system­ of­ consumption,­ entertain-
ment­and­media.­this­is­because­they­are­unable­to­“process”­such­a
huge­amount­of­stimuli.­A­deeper­analysis­of­Baudrillard’s­conception
reveals­a­whole­new­dimension­of­the­masses,­which­is­the­so-called
“silent­protest”­and­the­phenomenon­of­the­“silent­majority.”­An­analy-
sis­of­the­meaning­of­“silent­protest”­leads­to­the­conclusion­that­it­can
be­ identified­ with­ the­ passivity­ of­ the­ masses.­ According­ to
Baudrillard,­apathy­is­the­great­threat­to­political­power.­For­political
structures,­ expressions­ of­ silent­ protest­ are­ unacceptable,­ so­ those­ in
power­want­to­stimulate­their­voters­at­all­costs.­An­example­of­voter
activation­are­various­types­of­surveys­or­opinion­polls,­which­nowa-
days­have­many­functions.25 the­most­important­of­these­is­to­main-
tain­the­impression­that­the­masses­are­not­passive,­but­actively­inter-
ested­in­political­action.­in­addition,­polls­have­an­activating­effect­in
such­a­way­that­the­public­has­the­impression­that­they­are­constantly

24 Hannah­Arendt,­The Origins of Totalitarianism (cleveland;­New­York:­Meridian

Books:­the­World­Publishing,­1968),­377.
25 Baudrillard,­In the Shadow of the Silent Majorities or the End of the Social and

Other Essays,­19–21.
338 Jan Gondek, Grzegorz Tutak

being­questioned,­which­in­turn­means­that­politicians­are­interested­in
the­opinions­of­the­people.
However,­in­this­case,­a­double­manipulation­effect­may­occur,­for
the­authority­wants­to­fit­in­with­the­crowd­and­the­masses­want­to­ful-
fill­their­expectations­through­the­authority.­A­reciprocal­game­devel-
ops,­however,­the­power­gains­in­a­further­context,­because­the­mass-
es­ are­ not­ capable­ of­ any­ systemically­ directed­ action.­At­ the­ same
time,­all­methods­of­information­stimulation­of­the­people­lead­to­even
more­ production­ of­ further­ masses.26 With­ regard­ to­ uncovering­ the
real­meaning­of­surveys,­it­is­still­worth­recalling­the­views­of­Pierre
Bourdieu.­He­does­not­so­much­level­accusations­of­a­technical­nature
against­surveys­(e.g.,­an­inadequately­constructed­sample­or­suggestive
questions)­as­he­exposes­their­use­for­political­purposes.­He­points­out
that­there­is­an­artificial­creation­of­the­belief­that­every­participant­in
the­ community­ has­ an­ opinion­ on­ current­ political­ activities­ and­ can
adequately­define­themselves­on­a­scale­produced­for­the­purposes­of
the­survey.­By­its­polling­activities,­the­authorities­want­to­unnaturally
create­ a­ unanimous­ public­ opinion,­ unanimous­ in­ particular­ with
regard­to­the­binding­public­laws­and­the­assessment­of­its­activities.
the­ public­ sphere­ is­ created­ on­ the­ basis­ of­ political­ interests,­ for
which­the­poll­becomes­a­legitimization­of­the­policies­pursued.­if­a
topic­is­polled,­it­means­that­the­public­supports­a­particular­political
direction.­Unaware­of­this­fact,­the­public­is­used­through­participation
in­the­poll­to­consolidate­power.27 the­topic­of­the­poll­or­the­issue­it

26 Barbara­ Markowska,­ “Społeczeństwo­ a­ media:­ dwugłos:­ Baudrillard­ –

Mcluhan,”­ [Society­ and­ the­ Media.­ Dialogue:­ Baudrillard-Mcluhan]­ Kultura
Popularna No.­ 1­ (2004):­ 60–61;­ Paweł­ ciołkiewicz,­ „Bunt­ milczącej­ większości,”
[rebellion­ of­ the­ Silent­ Majority]­ Media, Kultura, Społeczeństwo No.­ 1­ (2007):
134–135.
27 Pierre­Bourdieu,­“Public­Opinion­Does­Not­exist,”­in­Communication and Class

Struggle,­1,­eds.­Armand­Mattelart,­Seth­Siegelaub­(New­York:­international­General,
1979),­124–130.­
 The conception of the “silent majority” against the backdrop of... 339

addresses­is­constructed­in­such­a­way­that­the­opinion­expressed­in­the
individual­ questions­ (even­ if­ very­ diverse)­ does­ not­ contradict­ the
validity­of­the­introduction­of­a­particular­political­issue.­Power­is­cre-
ated­not­by­favorable­or­unfavorable­answers;­what­is­most­significant
is­the­very­action­taken­in­favor­of­a­given­event­in­the­political­arena.
Baudrillard­ points­ to­ an­ important­ functional­ factor­ belonging­ to
the­ masses,­ and­ clearly­ escaping­ the­ mechanism­ of­ political­ rule,
which­is­silence.­Political­power­obviously­does­not­want­to­lose­con-
trol­over­the­masses.­Silence­as­a­response­to­the­information­provid-
ed­frightens­power­the­most.­therefore,­the­media­artificially­control
silence,­sometimes­by­means­of­creating­the­power­of­the­subjective
background,­ which­ is­ done­ in­ very­ simple­ sentences,­ for­ example:
“the­Polish­nation­opposes…”­or­“All­of­Germany­is­happy,”­etc.­the
main­reason­for­such­actions­by­the­authorities­is­precisely­the­problem
of­the­silent­reaction­of­the­masses­to­events.­the­authority­stimulates
the­feelings­of­the­crowd­by­directing­a­pre-imposed­message­towards
them­in­order­to­suitably­tune­the­reactions­of­the­masses,­who­do­not
support­ certain­ political­ beliefs.28 Nowadays,­ power,­ according­ to
Baudrillard,­has­to­be­concerned­not­so­much­with­getting­re-elected,
but­ with­ more­ fundamental­ issues,­ i.e.­ winning­ the­ faith­ of­ the­ elec-
torate­in­the­very­motive­and­purpose­of­exercising­power.
An­ important­ factor­ shaping­ the­ significance­ of­ the­ mass­ and­ its
relationship­to­power­is­also­granting­the­masses­various­rights,­aimed
at­ artificially­ raising­ their­ status.­the­ masses­ are­ treated­ objectively;
this­is­the­level­they­have­been­reduced­to­by­politicians­and­the­media.
this­is­why­the­masses­are­persuaded­they­have­the­right­to­vote,­that
there­is­freedom­of­speech,­that­women’s­rights,­freedom­of­expression
or­ self-determination­ function­ efficiently.­ However,­ all­ of­ this­ only

28 Baudrillard,­Simulacra and Simulation,­23–27;­Baudrillard,­In the Shadow of the

Silent Majorities or the End of the Social and Other Essays,­23–30.
340 Jan Gondek, Grzegorz Tutak

works­by­artificially­creating­and­granting­particular­rights­to­people.
One­ only­ has­ to­ look­ at­ the­ developed­ european­ countries­ or­ the
United­States­and­one­gets­the­impression­that­it­functions­on­the­basis
of­a­myth.­Why­is­such­a­myth­being­perpetuated?­Well,­in­order­to­cre-
ate­the­impression­that­modern­societies­are­subjects,­that­they­decide
for­themselves.­However,­this­is­a­utopia,­for­the­masses­are­now­being
deliberately­reduced­to­the­level­of­objects­so­that­the­authorities­and
the­media­can­pursue­their­interests­through­simulation.­the­message
must­be­created­in­such­a­way­that­it­is­as­information-filled­as­possi-
ble­(saturated­with­images,­content,­sound).­Although­the­masses­are
able­ to­ defend­ themselves,­ their­ “resistance­ consists­ in­ a­ refusal­ to
make­sense­and­a­refusal­to­speak.”29 it­is­the­only­struggle­with­the
system­of­power­and­the­over-information­in­the­modern­media.­this
can­ be­ called­ the­ “strategy­ of­ the­ masses,”­ seen­ as­ the­ only­ line­ of
defense­in­the­whole­system­of­simulation.­the­masses­actually­treat-
ed­in­an­objective­manner­are­thus­only­artificially­made­subjects­in
order­to­build­up­the­impression­of­their­decisiveness,­which­is­partic-
ularly­ evident­ in­ the­ process­ of­ artificial­ communication­ between
power­and­voters.30 What­causes­the­masses­to­allow­themselves­to­be
reduced­to­the­level­of­an­object?­certainly,­a­large­role­is­played­by
artificially­constructed­media­information,­but­it­is­worth­noting­anoth-
er­aspect­that­delights­the­masses.­it­is­performance,­expressed­through
spectacularity.­Baudrillard­conceives­of­spectacularity­as­a­kind­of­sin-
gularity­and­uniqueness.­it­is­about­the­creation­of­spectacles,­aimed­at
arousing­the­delight­of­the­masses.­Baudrillard­thus­refers­to­the­cate-
gory­ of­ delectare,­ familiar­ from­ persuasive­ rhetoric,­ displaying­ an
impact­on­the­feelings­of­the­audience.­Of­course,­there­is­also­a­great
deal­of­hidden­information,­artificially­created,­in­such­events.­At­the
same­time,­it­is­a­very­effective­impact.­it­is­enough­to­cite­the­exam-

29 Baudrillard,­Simulacra and Simulation,­86.

30 Ibid.,­85–86.
 The conception of the “silent majority” against the backdrop of... 341

ples­of­the­organization­of­sporting­events,­which­are­constantly­pop-
ular­with­the­masses.­However,­they­do­not­remain­a­spectacle­at­the
sporting­level­alone,­but­conceal­a­huge­amount­of­political­or­market-
ing­ messages.31 this­ is­ why­ politicians­ in­ election­ campaigns­ try­ to
create­their­conventions­on­the­basis­of­sporting­events­and­television
programs­and­televisions­shows.

Conclusion

Nowadays,­ it­ is­ becoming­ increasingly­ obvious­ that­ politicians­ and

voters­ are­ involved­ in­ a­ certain­ game­ in­ which­ voters­ are­ merely­ an
audience­while­politicians­are­actors­performing­on­a­stage.­While­con-
cluding­the­reflections­relating­to­Baudrillard’s­conception­of­the­cor-
relation­of­the­new­power­and­societies,­one­needs­to­emphasize­that­it
is­ best­ to­ compare­ the­ way­ authorities­ function­ to­ a­ puppet­ show.
Power­itself­is­no­longer­real,­and­yet­it­still­influences­people­through
the­spectacle­it­plays.­Power’s­manipulative­strategy­of­digital­creation
and­refinement­of­information­on­themselves­and­their­actions­has­led
voters­to­reject­this­content­because­of­its­questionable­credibility.­in
Baudrillard’s­conception,­it­is­very­important­to­point­out­the­existen-
tial­factor­that­gives­credibility­to­the­functioning­of­society.­therefore,
the­ last­ possibility­ he­ indicates­ for­ the­ existence­ of­ an­ independent
society­that­has­acquired­the­characteristics­of­the­masses­is­rebellion,
which­is­accomplished­through­collective­silence­and­passivity.
it­is­worth­noting­that­Baudrillard’s­model­of­a­relationship­between
power­and­society­assuming­the­function­of­the­“silent­majority”­indi-
cated­in­the­paper­may­be­regarded­as­a­factor­of­an­accurate­diagno-
sis­of­a­majority­of­contemporary­political­events.­Donald­trump’s­vic-

31 Baudrillard,­In the Shadow of the Silent Majorities or the End of the Social and
Other Essays,­9–11.
342 Jan Gondek, Grzegorz Tutak

tory­ in­ presidential­ elections­ or­ the­ exit­ of­ Great­ Britain­ from­ the
european­Union­may­be­analyzed­with­the­use­of­the­category­of­the
“silent­majority”­introduced­by­Baudrillard.
A­ hidden­ dream­ of­ social­ masses­ is­ such­ a­ moment­ in­ which­ all
power­would­fall,­and­at­the­same­time­it­would­be­possible­to­observe
the­manner­in­which­it­falls­and­what­consequences­it­has­for­those­in
power.­the­voter­mostly­wants­to­point­something­out­to­the­authori-
ties­in­some­way,­to­reproach­them,­to­correct­them­and­usually­secret-
ly­expects­them­to­fall.­Politicians­have­become­so­detached­from­real-
ity­that­the­media­messages­they­create­no­longer­inspire­trust­and­a
sense­of­security­in­citizens.32 in­this­context,­the­described­phenome-
non­of­the­“silent­majority”­demonstrates­the­inevitable­movement­of
power­towards­its­end­(twilight).­the­lack­of­anchoring­of­power­in­the
real­world­has­far-reaching­consequences.­Subordinated­to­media­con-
ditions­and­trapped­in­the­digital­world,­power­has­lost­its­representa-
tiveness­ and­ credibility.­ therefore,­ its­ legitimacy­ is­ being­ upset­ and
there­is­no­stopping­the­very­most­destructive­process­of­its­derealiza-
tion,­taking­place­as­an­outcome­of­digital­conditioning.

the­conception­of­the­“silent­majority”
against­the­backdrop­of­digital­aspects­of­political­transformations
SUMMArY
the­ paper­ examines­ Jean­ Baudrillard’s­ conception­ of­ society­ as­ the­ silent
majority.­thus­ conceived­ society­ has­ been­ shaped­ against­ the­ background­ of
digital­media­transformations.­Paying­attention­to­the­relationship­between­cit-
izens­perceiving­media­messages,­and­the­media­themselves­and­the­power­cre-

32 Jean­Baudrillard,­The
Intelligence of Evil or the Lucidity Pact,­trans.­chris­turner
(New­York:­Berg,­2005),­165–172.
 The conception of the “silent majority” against the backdrop of... 343

ating­ spectacular­ media­ messages,­ became­ the­ basis­ for­ Jean­ Baudrillard’s
model­of­the­relationship­between­power­and­society.­this­relationship­takes­on
the­function­of­the­silent­majority.­A­society­with­these­characteristics­emerged
as­ a­ reaction­ to­ the­ simulative­ nature­ of­ power.­ For­ Baudrillard,­ simulation
processes­ are­ the­ starting­ point­ of­ his­ analysis­ of­ the­ political­ sphere.
Understanding­society­as­the­silent­majority­introduces­a­diagnosis­of­the­func-
tioning­of­the­politician-voter­relationship.

Keywords:­ silent­ majority,­ mass,­ digital­ media,­ political­ power,­ simulation,

Jean­Baudrillard

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