Authenticity in digital contexts : a rhetorical analysis

Abstract

This dissertation presents a theoretical discussion exploring different digital contexts, analysing the ways in which social networking sites users employ different rhetorical strategies in order to convey a sense of authenticity. The concept of authenticity is important for this dissertation due to the fact that authenticity is a fundamental subject in contemporary culture since there is an underlying tension surrounding authenticity and technology. The world today is characterised by the growth of digitisation and with the rise of digital media, we see that the power that technology holds increases. Accordingly, it can be observed that the use of rhetorical strategies also increases, especially when looking at social networking sites. Rhetorical strategies have been studied in great depth when it comes to orality and text; however, digital rhetoric as a developing field of study deserves the same attention. This dissertation will explore how social networking sites users employ different rhetorical strategies to persuade their audience of their authenticity. This dissertation sets out to explore the concept of authenticity in various digital contexts in order to identify the different rhetorical strategies employed by users. After an introductory chapter, contextualising authenticity and digital rhetoric, the second chapter will look into the phenomenon of the 'Selfie‘ in relation to the concept of 'self-identity‘ and 'authenticity‘. This chapter will look closely into how the selfie as a medium is constructed through different features, each aiding the individual in conveying a sense of authenticity. The third chapter will focus on 'Life Writing‘ and how it aids the individual in self-disclosing, particularly through the constructed self and the authentic one. Here, an analysis of the narrative strategies employed in authentic life writing will be made. The fourth chapter will take a closer look at 'Platform as Strategy‘, observing how different platform affordances affect the rhetorical strategies of authenticity. The second part of this chapter will present a case study to illustrate the various strategies identified and discussed throughout the dissertation. Throughout these chapters, this dissertation will offer an insight into specific digital contexts and will try and ascertain some of the ways through which authenticity is strategically conveyed since authenticity online has become a much-coveted quality.