Selling Out and Authenticity in the Evolution of Media Culture

Hipster Authenticity and the Rise of Authenticity Culture

Once upon a time, you may have heard murmurs about "sellouts" within certain artistic circles. Today, it seems like the very notion of selling out has disappeared.

As demonstrated by the widespread adoption of Obey clothing and the blurring of lines between skateboarding and fashion, "capitalizing on success" has become the norm.

This phenomenon can be traced to the rise of authenticity as a dominant cultural value during the first two decades of the 21st century.

Fueled by hipster culture, which placed a premium on uniqueness and "finding" obscure artists and products, the authenticity mindset became deeply ingrained in consumer culture.

Authenticity and Capitalism

According to this authenticity paradigm, anything that becomes a commodity loses its value. Objects must retain their original use and purpose, untouched by the taint of money.

However, as academia has long recognized, authenticity is a rather anti-capitalist concept. It implies a clear distinction between the "real" and the "fake," the "genuine" and the "mass-produced."

Thus, those who seek authenticity often find themselves in conflict with the very market-driven forces that define modern society.

The Decline of the "Sellout" Ethic

During the hipster era, the "sellout" critique was a common weapon aimed at artists perceived to have abandoned their roots for mainstream success.

Hipsters sought out and supported independent, small-scale, and supposedly "authentic" cultural products. They believed that anything associated with major labels or mass consumption was inherently tainted.

However, as authenticity became more and more sought after, its own definition started to shift. Commodities could now be authentic as long as they signaled their own authenticity.

This semantic expansion allowed for the co-existence of mainstream brands and hipster sensibilities. Authenticity was no longer seen as mutually exclusive with commercial success.

Authenticity as an Aesthetic

By the mid-2010s, authenticity had become a full-blown aesthetic. Chains like The Meatball Shop employed nostalgic imagery to create an ambiance that evoked traditional craftsmanship.

Even products from global corporations like McDonald's began to incorporate language and visuals associated with authenticity.

This transformation opened the door for a broader acceptance of the authenticity aesthetic, even among those who had previously denounced it.

Authenticity at Scale

In the modern era, authenticity has become inescapable. Even fast food restaurants and FMCG brands are jumping on the bandwagon, claiming their products are "hand-crafted."

This proliferation of authenticity has been noted by cultural critics, who argue that it has become so overused and diluted that it has lost all meaning.

In other words, authenticity itself has become a commodity.

The Personal Dimension of Authenticity

The demand for authenticity is driven by a deep-seated cultural belief in the existence of an "authentic self."

This belief has its roots in the Romantic movement and has been reinforced by existentialism and the concept of the individual as a self-defining entity.

The pressure to achieve a unique and authentic identity has intensified in recent years, fueled by factors such as:

• The rise of personal branding
• The proliferation of self-help and motivational content
• The influence of social media

After Authenticity

As the authenticity paradigm has reached its limits, a new mindset is starting to emerge. The obsession with differentiation and uniqueness is fading, replaced by a growing acceptance of shared meanings.

This shift is reflected in the popularity of mass media, such as memes and viral videos, which derive value from their broad appeal rather than their exclusivity.

The waning of authenticity has implications for the way we approach branding, marketing, and consumerism. In an era where authenticity has become meaningless, brands need to find new ways to earn trust and loyalty.