The quest for authentic joy or shock – or best of all, joy and shock at the same time – which drives reaction…
It is an infernal riddle of digital culture that ‘authenticity’ is constantly breeding its opposite: the ‘spontaneous’ event that proves to be no such thing, the ‘surprise’ that turns out to be staged, the emotional outburst that has been practised. TikTok is awash with apparently ‘authentic’ clips of humorous reactions (often based on pranks), the comments on which are preoccupied with whether or not the interaction is ‘real’. The human face, the standard for emotional truth, is also the basis for emojis and Facebook ‘reactions’, now an entire system of signification capable of conveying considerable meaning, but one from which the promise of authentic or immediate emotion has been lost. Any culture that lavishes praise on ‘authenticity’ to the extent that ours does will be beset by worries regarding ‘fakery’.
Source: William Davies · The Reaction Economy · LRB 2 March 2023
