The impact of French theory from Baudrillard and Barthes to Virilio, Lyotard, Deleuze and Guattari in the form of post-structuralism and postmodern theory has, Arthur Kroker argues, masked its true significance as an eloquent account of technology not as an object we can hold outside ourselves but an invasive cynical power, where under the sign of possessed individualism life is enfolded within the dynamic technological language of virtual reality.