Should storytelling adopt our taste for fakeness?

Should storytelling adopt our taste for fakeness?
In a “post truth” world which confuses Gorafi's articles with reality, which venerates Kim K.'s buttocks but sets authenticity as the queen, can we still distinguish the true from the false? Should storytellers and brands embrace our taste for fake? Seenk deciphers the trend.

« "Truth" is the word of the year for former FBI director James Comey, dismissed by Trump in 2017. We live in a world where truth no longer relies on facts, but becomes malleable according to everyone's individual beliefs. If I don’t agree, it's #fakenews.

Giving in to a seductive fiction that cloaks a disenchanted reality

What if we were not seeking truth, but something instead that validates our opinion? Everyone lives in their own bubble, social networks confirm our own opinions. And for good reason, the human brain is riddled with cognitive biases that make us distort reality. We must redouble our efforts if we do not want to be trapped. But then, could the fake be more attractive than reality?

The reign of the image has transformed our criteria of choice.

Reviews and consumer ratings are not enough, the hotel, the restaurant or its dish are Instagrammable. Result: the the same photos abound on social networks. Same old, same old. Airbnb has the same problem. From Tokyo to Carcassonne, all the apartments look the same to meet a target of travelers with ultra-standardized tastes. The world we choose rings false, but its conformism reassures us.

By increasing reality, technology distorts its perception. Without concrete materiality, a text or an email seems less true than a verbal exchange. But behind the screen and our blinders, everything is more comfortable. We can afford to play with our identity and multiply it: one that goes well for each social network.

An immaculate form of authenticity

Brands are very attentive to the image they’re creating, in order to restore meaning and respond to our insatiable thirst for authenticity. Neo-roadside cafés, and more pop than popular broths flourish. Causses brings the provincial market spirit back to Paris. The packaging is meant to be vintage regressive ... By dint of playing with the codes of the genuine, we enter a " "hyperreality" where everything seeks to ring even truer than reality.

Celebrities and influencers, Lady Gaga and Miley Cyrus in mind, have laid down their most powerful weapons to don instead a mask of truth and simplicity, although nowadays the only thing that’s nude is the makeup.

Faced with the dictatorship of perfection, flaws are experiencing a refreshing revival (Meetic, Diesel, Axe). Women are taking it upon themselves to post “I woke up like this” selfies, in the knowledge that they’re not Beyoncé, the hashtags #nofilter and #nomakeup count respectively 240 million and 17 million posts.

To The Guardian, " the authentic is a value worked, conscious, constructed, and therefore contradictory of what it promotes We are not fools.

For Suroosh Alvi, co-founder of Vice Media, millennials are “bullshit detectors”. Rather than authenticity at all costs, brands should be sincere first.

“I know you know”

We know that we show a distorted reflection of ourselves on Instagram, perverted by social network codes. The same applies to the kindly posture and side smile on the LinkedIn photo. The important thing is to be aware of the rules of the playing field.

That's what Diesel did by creating a “fake store” », And a real fake collection of clothes which merges with the counterfeit articles. The same goes for Gucci, which sells leather bananas, taking up in its own way the imitations of the stalls, flirting with bad taste. It is ultimately irony and self-mockery that stand out as the big winners, and the assumed falsehood presents itself as a new form of authenticity.

The young French stylist Lisa Bouteldja unleashes passions by playing with the face of the beurette. On the verge of vulgarity, she fully endorses the clichés the better to denounce them.

Playing it fake is the true way to do it

Speaking directly to the viewer in Breathless, Belmondo breaks "the fourth wall". It is this wink that changes everything: it frees itself from the great principles of fiction to invite itself into our reality.

When Jim Carrey discovers he lives in a fake world in The Truman Show , it's a tragedy. Reality television takes over its character and the revelation sends the film into pathos.

In order not to be disappointed with the illusion, you better know that it is. By trying to pass off the fake for real, brands run the risk of disappointing us. Conversely, a good storyteller who appeals to our intelligence and sincerely acknowledges his and our own fake side, will carry us away with the story, and so with the product.