Dishonest Signs of the New Sincerity: Another Round оf Alienation оf the Performance Society
Ivan Romanov, Anastasia Toropova
Abstract
The purpose of this article is to examine the phenomenon of the ‘New Sincerity’ as a kind of new ethics and its problematisation in relation to the consumer society. Is the so-called ‘New Sincerity’ really a qualitative change in the human sensibility of 21st century society in a globalised world, or, on the contrary, is it becoming another trademark where signs of naturalness are successfully commercialised?
A genealogical analysis of the concept of New Sincerity was carried out inorder to realise the objective. Semiological analysis and hermeneutics of corporeal signs were then used to demonstrate the artificiality of the notion of‘naturalness’ itself. A critique of representational theory, on which the NewSincerity relies as an accurate external reflection of internal processes, was also undertaken.
The study revealed that the representatives of the New Sincerity are embedded in the capitalist logic of communication. Using various examples, particularly from the blogosphere, the signs of naturalness and sincerity that are successfully commercialised in contemporary show business and the blogospherewere identified. In particular, the difference between the showbiz epatage ofthe ‘old’ and the ‘new’ ethics of Lady Gaga and Ashley Halsey was revealed. Inthe first case, the outrage is a well-considered part of the stage persona, in thesecond case, it is a consequence caused by the affective behaviour of the staras a manifestation of the New Sincerity. Using the example of a video fromthe everyday life of the Korean K-Pop group BTS, it was found that successfulediting creates a feeling of the idols’ life ‘as if in the palm’ for the fans, at thesame time it removes such important aspects of everyday life as, for example,the sexual life.
The theoretical significance of this study lies in the attempt to reflect on the new cultural trends that are unfolding in contemporary society. The practical significance of the study lies in the possibility of applying the findings to self-reflection and the formation of a clear view of the world in which we live.