  In The Consumer Society, Baudrillard concludes by extolling “multiple forms of refusal” of social convention, conspicuous consumption, and conformist thought and behavior, all of which can be fused in a “practice of radical change” (1998: 183). He alludes here to the expectation of “violent eruptions and sudden disintegration which will come, just as unforeseeably and as certainly May 68, to wreck this white mass” [of consumption] (1998: 196). On the other hand, Baudrillard also describes a situation where alienation is so total that it cannot be surpassed because “it is the very structure of market society” (1998: 190). His argument is that in a society where everything is a commodity that can be bought and sold, alienation is total. Indeed, the term “alienation” originally signified “to sale,” and in a totally commodified society, alienation is ubiquitous. Moreover, Baudrillard posits “the end of transcendence” (a phrase borrowed from Marcuse) where individuals can neither perceive their own true needs or another way of life (1998: 190ff).