Brands, fashion and entertainment are shifting their goals to satisfy their consumers’ desire for authenticity. The middle class and its idealization of consumerism have lead to a whole array of “authentic” practices that have become part in every single aspect of our everyday lives. Bloggers are the new fashion icons, series are fan-based phenomena, and tourism is articulated as the experience of the real. From advertising to pop culture, an genuine present itself as a ready-to-go commodity.

At the beginning of the talk Dan Rees’ video “Stimulate Surprise” will be shown.