After Authenticity

K-HOLE and Box1824 captured the new landscape in their breakthrough 2014 report “Youth Mode.” They described an era of “mass indie” where the search for meaning is premised on differentiation and uniqueness, and proposed a solution in “Normcore.” Humorously, nearly everyone mistook Normcore for being about bland fashion choices rather than the grea... See more

One thing is certain: the authenticity aesthetic served as a cohesive for all of these developments. It tied the spectrum of consumable items, spaces, and identities into a single unified visual experience.

This is a good time to discuss the demand for authenticity and where it comes from. As I hinted at previously, there’s a personal dimension to a... See more

Auth is a state of mind where you cannot be influenced. U can only vibe and approach the world with an auth state of mind. No brands represent u. Music is not cultural currency.

aestheticizing authenticity would allow the popular, the generic, and the standardized to become authentic.

You already know what the language of authenticity sounds like: “a... See more

now, as Dena Yago says, “you can like both Dimes and Doritos, sincerely and without irony.” If we no longer see brands and commodity capitalism as something to be resisted, we need more nuanced forms of critique that address how brands participate in society as creators and collaborators with real agency.

Clearly the cultural pressure to achieve a unique self is old, strong, and not unique to hipsters, so why did the authenticity drive spin out of control after CE 2000? One possible reason is that the hundreds of studies on authenticity in tourism and subcultures have also been read and in many cases sponsored by business thinkers who directly influ... See more

Identitarianism is mirrored in—would not be possible without—the widespread preoccupation with authentic selves. In the future we may be able to look back at toxic wantrepreneurship, white entitlement, and identity politics both “left” and ethnonationalist as being underwritten by the same philosophical blunder.

People co-create their identities with brands just as they do with religions, communities, and other other systems of meaning.

K-HOLE and Box1824 captured the new landscape in their breakthrough 2014 report “Youth Mode.” They described an era of “mass indie” where the search for meaning is premised on differentiation and uniqueness, and proposed a solution in “Normcore.” Humorously, nearly everyone mistook Normcore for being about bland fashion choices rather than the grea... See more

What is authenticity? Of course there’s no such thing, but that hasn’t stopped anyone from believing in it. Nearly 80 years of anthropology research on authenticity-seeking behavior reveal authenticity to be one of the stickiest modern superstitions. The bulk of the early research is about tourism, an activity frequently motivated by a search for t... See more