  Nor does Baudrillard develop a theory of class or group revolt, or any theory of political organization, struggle, or strategy of the sort frequent in post-1960s France. Yet Baudrillard’s work here is particularly close to the work of the Frankfurt school, especially that of Herbert Marcuse, who had already developed some of the first Marxist critiques of the consumer society (see Kellner 1984 and 1989b). Like Lukàcs (1971) and the Frankfurt School, Baudrillard analyzes how the commodity and commodification permeate social life and come to dominate individual thought and behavior. Following the general line of critical Marxism, Baudrillard argues that the process of social homogenization, alienation, and exploitation constitutes a process of reification in commodities, technologies, and things (i.e., “objects”) come to dominate people (“subjects”) divesting them of their human qualities and capacities.