A Study of Cultural Dilution and Influencer Advertising in Samit Basu’s ‘Chosen Spirits’

Abstract

The rapid growth of cultural consumption has led to a nearly seamless generation of hyperrealities. This generation is accentuated through the swift and inundated barrage of advertisements that have permeated all modes of expression in mainstream media. This article explores cultural dilution in the context of the convergence of art, advertising, and hyperrealities. Drawing on a textual analysis of Samit Basu's novel ‘Chosen Spirits’(2020), Baudrillard’s notions of hyperreality espoused in ‘Simulacra and Simulation’(1994), and a close study of influencer advertising and its effects, this study dissects the intricate relationship between art and commerce and its subsequent implications for cultural significance. The paper argues that blending art and advertising creates a continuous flow of hyperrealities, eventually diluting the represented culture. This process leads to the convergence of the once distinct realms of art, culture, and commerce, wherein culture becomes a consumable object. Advertising leeches, dilutes, and duplicates significant elements from its source, further blurring the boundaries between the two domains. The symbiotic relationship between advertising, culture and consumption is catalysed by technology. Consequently, the gormandised culture's value diminishes, and the communication gap between producers and consumers widens. In addition to transforming the nature of artistic expression, it impacts the authenticity and integrity of cultural production. The complex dynamics that shape contemporary cultural landscapes are unveiled by analysing how advertising and hyperrealities intertwine with art and culture. This subsequently invites critical reflection upon the implications of cultural dilution, the commodification of art, and the role of technology in reshaping cultural identities.