Early in this new phase of his work, Baudrillard reflected on love. In his book On Seduction (1980), he claims that there are two modes of love. The seductive female mode, which is artificial and symbolic, involves flirtations, double entendres, sly looks, whispered promises, but a putting off of the actual sexual act. It involves the manipulation of signs like makeup, fashion, and titillating gestures to achieve control over a symbolic order. On the other side is the male sexual mode, centered on the phallus, which is direct and natural, seeking to master a real order - to complete the sexual act. On top of each of these modes is now layered the "cool" seduction of media images pumped out by television, radio and film.

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