Meta-authenticity and fake but real virtual influencers: A framework for artificial sociality analysis and ethics

This article studies the negotiation of humanness in artificial sociality by examining the cyborg case of humanlike virtual influencers and their performance of authenticity, drawing on phenomenological ethnographic research. Based on the findings, I propose the framework of “meta-authenticity”—the flexible, co-constructive process of self-referential (in)authenticity performances. Virtual influencers’ meta-authenticity was a dynamic outcome of collaborative performances by entangled human and nonhuman actors. Meta-authenticity’s theoretical and practical contributions are demonstrated, including through an illustrative application. Then, I reflect on meta-authenticity’s implications on human cultures, such as regarding artificial sociality’s capacities to provide authentic interaction on and as per demand, followed by suggestions for ethical practices. As an accountability-integrated framework, meta-authenticity encourages nuanced critical assessments of artificial sociality’s “real” actors and consequences.