#KeepItReal: discursive constructions of authenticity in South African consumer culture

Abstract

Writers as diverse as Oscar Wilde (1915), Matthew Arnold (1960), Erich Fromm (1997) and a proliferation of contemporary self-help gurus, variously assert that it is preferable for people to focus on "being" , or to value "who you are" , instead of emphasising "having" or the material possessions you have acquired. These discourses assert that individuals content with "being" are happier and more fulfilled than those involved in the constant (and alienating) motion of acquiring material goods as representations of themselves (de Botton, 2004; Fromm, 1997; James, 2007). This thesis provides an in-depth critical exploration of one of these ideal "ways of being" : authenticity. It does not seek to discover what authenticity is in an empirical sense, nor to define what it should be in a normative sense, but to map the cultural work done by changing and often contradictory discourses of personal authenticity. More specifically, this study uses a qualitative research design, social constructionist theoretical framework, and discourse analytic method to critically discuss the discursive constructions of subject authenticity in South African brand culture. The sample consisted of (1.) ten marketing campaigns of several large, mainstream brands, which were popular in South Africa from 2015 to 2017, and (2.) fifteen smaller South African "craft" brands popular in the "artisanal" context. The analysis is presented in two distinct, but interrelated, sections (namely, Selling Stories and Crafting Authenticity), where the relevant discourses of authenticity for each data set are explored in depth. Through this analysis the thesis provides a critical discussion of the ways in which these discourses of authenticity work to produce and maintain, (or challenge and subvert), subject positions, ideologies, and power relations that structure contemporary South African society.