Emotions are usually defined by their ungovernability, experienced as forces that wash over us and challenge our sense of agency. That quality is what makes most seem authentic and trustworthy to us. Fake anger or love feels like a betrayal. But fake cheer? It’s hard to say how it’s so different from the real thing. Cheer has always been perched on... See more

Cheer, according to Hampton, isn’t what it used to be. The cheap version we know today, a ploy for selling beer and breakfast cereal and political candidates, is the result of mass consumerism. In his telling, “modern marketing culture” ruined cheerfulness and remade it into a flimsy commodity.

Feeling spontaneously, genuinely cheerful no longer matters—if it ever did. What’s crucial is that you put on a convincing show, for others as much as for yourself. As Hampton explains, modern life has stripped away cheer’s authenticity and made it fully performative: “To act cheerful is what it means to be cheerful.”