Beyond meaning, there is the fascination that results from the neutralization and the implosion of meaning. Beyond the horizon of the social, there are the masses, which result from the neutralization and the implosion of the social.
What is essential today is to evaluate this double challenge the challenge of the masses to meaning and their silence (which is not at all a passive resistance) – the challenge to meaning that comes from the media and its fascination. All the marginal, alternative efforts to revive meaning are secondary in relation to that challenge.
— Baudrillard, THE IMPLOSION OF MEANING IN THE MEDIA