Chapter 8
Pretending to pretend
Performing “autohypocrisy” in online discourse
This chapter explores virtual performances of “autohypocrisy”, an overt form of pretence where users
instantaneously and simultaneously execute and expose their own hypocritical act. Examining conventionalizing and
creative uses on Twitter of the self-referential third-person performative predication *pretends to be shocked*,
corresponding propositional hashtags and performative “not-selfie” GIFs, the study discloses the layers of
performativity involved and discusses self-presentational aspects of their public sharing. Paradoxically, virtually
exposing one’s own pretence of being shocked may benefit self-promotion by giving the impression of the user being a
sincere person, genuine and likeable. As a “benign” form of hypocrisy, playful performances of autohypocrisy allow
users to avoid excesses of self-righteousness and provide them with ways of preserving the dignity of their online
personhood.
Article outline
- 1.Introduction
- 2.Hypocrisy and pretence, offline and online
- 3.Virtual performatives, GIFs, and social tagging
- 4.Data
- 5.Autohypocrisy
- 5.1Virtually pretending to be shocked
- 5.2Pretending to pretend (to pretend)
- 6.Forms of virtual pretence: Conventionalization and creativity
- 7.Concluding remarks
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References