The aphorism, the video-clip and the advert seem to share an instantaneity, rapidity and ephemerality, but the aphorism is different. Etymologically, aphorizein contains the idea of separating, isolating. It's a fragment, but a fragment that creates a whole symbolic space around it, a gap, a blank. Whereas our techniques and technologies create the instantaneous ut linked by continuity with the whole network. They are networked fragments, if I can put it that way! It's no longer possible today to establish some form of continuity, wholeness or totalization, because it will be immediately obliterated by the system itself. You have to set against it something that apparently plays by the same rules, but stands opposed to it formally. It's in the form, then - not abstractly but in a very real way. The form alone attacks the system in its very logic. Our imaginary is evolutionistic, finalistic; everything is taken for a phase or a moment in a process of becoming. If each phase or moment is taken as successive, linked, continuous, always straining towards an ideal end goal, then all phases are subordinated to the final phase.
Baudrillard - Fragments (p. 26)