Manufactured Authenticity: The Paradox of "Realness" in Influencer Culture

In the age of social media, authenticity has become a buzzword, a quality that many influencers strive to embody. Yet, as the stories of Emma Chamberlain and the duo Matt and Abby reveal, authenticity is a double-edged sword. While some influencers are celebrated for being "real," others are criticized for being "too real." This paradox raises important questions about what it means to be authentic online and why people may prefer a curated version of "realness" over raw, unfiltered truth.

1. The Rise of Emma Chamberlain: A Case Study in Relatable Authenticity

Emma Chamberlain is often hailed as the poster child for authentic content on YouTube. With her unfiltered vlogs, candid personality, and relatable struggles, she has built a massive following of fans who appreciate her "realness." Unlike many influencers who project a polished, idealized version of themselves, Chamberlain's content feels genuine and unscripted. She talks openly about her insecurities, her bad days, and the mundane aspects of her life, making her audience feel like they are getting a glimpse of the "real" Emma.

But what makes Chamberlain's authenticity so appealing? According to a study published in Computers in Human Behavior, people are drawn to content that feels genuine because it creates a sense of intimacy and trust between the creator and the audience (Reich et al., 2021). Chamberlain's willingness to share her imperfections makes her relatable, allowing her audience to see themselves in her experiences. This relatability fosters a sense of connection and loyalty among her fans, who feel like they are part of her inner circle.

2. The Backlash Against Matt and Abby: When "Real" Becomes "Too Real"

In contrast to Chamberlain's success, Matt and Abby have faced significant backlash for their content, which some viewers have deemed "too real." The couple, known for their candid discussions about marriage and parenthood, has sparked controversy with videos on topics like losing physical attraction to one's partner or the changes in a woman's body after childbirth. While these conversations are grounded in reality and reflect experiences that many people go through, they have been met with harsh criticism.

Why do people react so negatively to Matt and Abby's content? One possible explanation lies in the concept of "manufactured authenticity." While audiences claim to want real, unfiltered content, there is a limit to how much "realness" they are willing to accept. A study published in New Media & Society suggests that audiences prefer a controlled version of authenticity—one that feels genuine but does not stray too far from societal norms or comfort zones (Abidin, 2018).

When influencers like Matt and Abby discuss topics that are uncomfortable or taboo, they challenge the boundaries of this manufactured authenticity. Instead of feeling relatable, their content can come across as confrontational or unsettling, prompting backlash from viewers who are not ready to confront these issues in such an explicit manner.

3. The Psychology Behind Manufactured Authenticity

The preference for manufactured authenticity can be understood through the lens of cognitive dissonance theory, which posits that people experience discomfort when they are confronted with information or behaviors that conflict with their existing beliefs or values (Festinger, 1957). When influencers present content that is "too real," it can create cognitive dissonance, as it forces viewers to confront uncomfortable truths or question their own experiences and assumptions.

For example, when Matt and Abby discuss the changes in a woman's body after childbirth, it may evoke feelings of insecurity or fear in viewers who have not yet come to terms with these changes in their own lives. Rather than engaging with the content in a constructive way, viewers may lash out as a defense mechanism, rejecting the information to reduce their discomfort.

A study published in the Journal of Consumer Research supports this idea, finding that consumers are more likely to reject products or content that challenge their self-perception or evoke negative emotions (Escalas & Bettman, 2005). This may explain why influencers who push the boundaries of "realness" often face backlash, even when their content is rooted in truth.

4. The Role of Social Media Algorithms in Shaping Perceptions

Social media algorithms also play a significant role in shaping how authenticity is perceived and rewarded. Algorithms are designed to promote content that generates high levels of engagement, which often means favoring content that is entertaining, uplifting, or otherwise appealing to the masses. This creates a feedback loop where influencers who present a more palatable version of authenticity—one that is relatable but not too confronting—are more likely to succeed.

A report from the Harvard Business Review highlights that social media platforms are incentivized to promote content that aligns with user preferences, even if it means encouraging a sanitized version of reality (Kane, 2019). Influencers who cater to these preferences are rewarded with greater visibility and engagement, while those who challenge the status quo may find themselves marginalized or criticized.

5. The Implications of Manufactured Authenticity

The preference for manufactured authenticity has broader implications for how we understand and engage with content online. It suggests that while audiences may claim to value "realness," they are ultimately more comfortable with a version of reality that is curated and controlled. This raises important questions about the role of influencers in shaping societal norms and whether there is room for truly unfiltered content in the digital age.

Moreover, the backlash against influencers like Matt and Abby highlights the limitations of authenticity as a strategy for building a personal brand. While being "real" can help influencers connect with their audience, it can also backfire if their content crosses the invisible line between relatable and uncomfortable.

Conclusion

The paradox of manufactured authenticity reveals that while audiences crave "real" content, there is a limit to how much authenticity they are willing to accept. Influencers like Emma Chamberlain succeed by striking a delicate balance between being relatable and maintaining a level of comfort for their audience. In contrast, Matt and Abby's more explicit discussions of taboo topics challenge this balance, leading to backlash from viewers who are not ready to confront these uncomfortable truths.

As social media continues to shape our perceptions of reality, it is crucial to recognize the role of manufactured authenticity in influencing what we see and how we respond to it. By understanding the dynamics of authenticity in the digital age, we can better navigate the complex relationship between influencers and their audiences, and perhaps even redefine what it means to be "real" online.

References

Abidin, C. (2018). Internet Celebrity: Understanding Fame Online. New Media & Society.

Escalas, J. E., & Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378-389.

Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford University Press.

Kane, G. C. (2019). Social Media: The Good, the Bad, and the Ugly. Harvard Business Review.

Reich, S. M., Subrahmanyam, K., & Espinoza, G. (2021). Connected and Disconnected: The Paradox of Digital Self-Presentation and Privacy on Social Media. Computers in Human Behavior.