Baudrillard in the museum: The value of Dasein

Here we consider whether jean Baudrillard's theory of ‘sign value’ and ‘political economy of the sign’ offer a credible alternative to economic and utilitarian definitions of value. We begin by introducing the concept of value as it has been conventionally understood, proceeding to an introduction of Baudrillard's notion of ‘sign value’. Drawing on the findings of a recently conducted research project into museum visiting, we discuss whether'sign value’ provides a credible description of the museum consumption experience. We propose that Baudrillard's theoretical contributions should neither be wholly embraced nor totally rejected. Sign value can help provide a credible explanation of the value in museum visiting, but only when conceptualised in combination with other forms of value. In particular, following Heidegger, we identify one of these different forms of value in the museum experience as ’Dasein Value'; i.e. the value of ‘being there’.