Journal of Consumer Research 2025
The Marketplace of Existential Authenticity
Abstract
Traditionally, being authentic is regarded as something one is, in which an entity is judged to possess the appropriate “authenticity” attributes independently acquired outside of marketplace pressures. We consider two factors that challenge this traditional view to arrive at an alternative view of authenticity. First, we draw on existentialism that describes authenticity as a process of self-creation that occurs in interaction with others. Second, we consider neoliberal ideology whereby consumers are regarded as fully immersed market actors. By examining social media influencers (SMIs) who foster authenticity with overt marketization efforts, we identify a marketplace of existential authenticity in which public performances of self-creation by an SMI are accompanied by resolute vulnerability that is valorized as work, thus warranting monetization. This cultural space of existentialism, in which authenticity is something one does (vs. something one is), is governed by a “reflexive synopticon”: a form of governmentality that shapes the actions of participants (SMIs, audience members, and the social media platform) through their mutual reflection on each other. Our work articulates how neoliberal horizontal governmentality structures operate, which includes the enabling (vs. antagonistic) role of the market. Moreover, our findings emphasize the culturally bound nature of different types of authenticities.
- DOI
- 10.1093/jcr/ucaf044
- Sources
- openalex