Meaning: The quote by Jean Baudrillard, a French sociologist, delves into the concept of governing in today's society and draws a parallel between governance and advertising. Baudrillard is known for his theories on hyperreality, simulation, and the impact of consumer culture on society. This quote reflects his critical perspective on the nature of contemporary governance and its resemblance to the mechanisms of advertising.

In the quote, Baudrillard suggests that governing today is about presenting credible signals of authority and legitimacy, much like the way advertising operates. He compares the effects of governance to those of advertising, emphasizing that both are aimed at creating a sense of commitment to a constructed narrative or scenario. This comparison highlights the performative nature of modern governance, where the emphasis is on projecting an image of credibility and commitment rather than solely on the substance of governance itself.

Baudrillard's reference to advertising in the context of governance is significant as it underscores the role of image-making and symbolism in contemporary politics. In a media-saturated society, political leaders and institutions often rely on visual and rhetorical strategies to convey authority and trustworthiness. This aligns with Baudrillard's broader critique of the hyperreal nature of contemporary culture, where simulations and representations often take precedence over authentic experiences or realities.

Moreover, the quote suggests that the contemporary governance is not solely about enacting policies or making decisions based on their intrinsic merit, but rather about creating and sustaining a narrative that resonates with the public. This aligns with Baudrillard's view of the hyperreal, where simulations and signs hold more sway than the underlying reality they are supposed to represent. In this context, the "acceptable signs of credibility" become crucial in shaping public perceptions and maintaining the legitimacy of those in power.

Baudrillard's comparison also sheds light on the notion of "commitment to a scenario" in governance. This can be interpreted as the construction of a compelling narrative or storyline that garners public support and allegiance. In the realm of politics, leaders often craft narratives that evoke emotions, aspirations, and values, aiming to secure the commitment of the populace to their vision or agenda. This parallels the persuasive techniques utilized in advertising, where the creation of a captivating storyline or brand image is essential for engaging consumers.

Furthermore, the quote implies that the contemporary mode of governance operates within a framework of simulation and representation, where the emphasis is on the portrayal of credibility rather than the substantive delivery of governance. This aligns with Baudrillard's broader theory of simulation, where he argues that contemporary society is characterized by the proliferation of simulations that obscure the boundaries between reality and representation.

In conclusion, Jean Baudrillard's quote encapsulates his critical perspective on the nature of contemporary governance, drawing parallels between governance and advertising. It highlights the performative and symbolic aspects of modern politics, emphasizing the role of credibility, narrative construction, and simulation in shaping public perceptions and maintaining legitimacy. Baudrillard's insights prompt us to critically examine the ways in which governance and political authority are constructed and communicated in today's hyperreal and media-driven landscape.