[Cross-posted from Ghost in the Wire]
I think that one of the fundamental points of confusion in Heidegger's Being and Time comes when, in analyzing why it is that human beings so often ignore their being or Dasein, choosing the crowd over resolute and authentic existence, thereby voiding the Eigen in Eigentlichkeit. Heidegger characterizes it this way: Dasein is "dispersed into the 'they' and must find itself." This dispersal is, for Heidegger, part of the existential structure of Dasein, and as a consequence Heidegger offers no substantive discussion of the means or methods of this dispersal, at least not back in 1927 (arguably the "turn" towards historicity and the forgetting of Being may offer an explanation for it, but that comes some years later).
I think that one productive way to address this question is to consider the overall project of Being and Time, which is really an analytic of the subjectivity of Dasein, even if it distances itself from subjectivity as understood in Western metaphysics. What I mean is that the investigation of Dasein starts by investigating Dasein itself as the subject of the analysis, and so there remains a bit of an emphasis on the subjectal determination of the world, which I think you can see in the discussion of "thrownness" and the "call of conscience." Again this changes later, as Heidegger explicitly admits this as a limitation of his early work, altering his analytical emphasis away from Dasein in his On Time and Being, and elsewhere segues from the "call of conscience" to the "call of being." Still, without necessarily following Heidegger's turn, we can look at this "error" as a productive one.
To do so, we can begin to think a brief bit about Walter Benjamin, whose work had a considerable emphasis on Baudrillard's thought.
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