The work of “authenticity” in the age of mechanical reproduction: Constructions of authenticity in South African artisanal brands

Abstract

From 19th century romanticism to contemporary self-help culture, a popular philosophical thread has asserted, in apparent opposition to the rise of consumer culture, that it is better to focus on who you “really” are, rather than what you have. This paper uses a qualitative research design, social constructionist theoretical framework, and discourse analytic method, to critically discuss the discursive constructions of authenticity deployed by 15 South African artisanal/craft brands. This exploration highlights the tension between a purportedly critical version of authenticity- ostensibly offering an alternative to materialist hierarchies of social status and the manipulations of marketing (James, 2007) – and the increasing appearance of these discourses in lifestyle and marketing media. Here authenticity is offered precisely through personalised consumer options and participation in the dominant regime of consumption. The paper highlights the role that these contradictory discursive articulations play in the production of particular subject positions and social relationships. It hopes to extend the current literature by exploring these issues in a developing country, characterised by inequality.