The Cult of Pretence: How Social Media Became a Theatre of Vanity

Written by Tristan Dan Silva | Nogales Daily Democrat, 29 April 2025

Photograph by Nik sourced from Unsplash | Unsplash @helloimnik

In an age of technological brilliance, where information travels faster than light and connectivity spans continents, one would expect social interaction to flourish in authenticity and depth. Yet, the modern digital landscape has instead birthed a cultural plague: the grotesque theatre of social media pretentiousness.

Let us dispense with euphemisms. The current state of social media is not simply curated—it is entirely contrived. Aesthetic feeds, filtered lifestyles, performative empathy, and artificial relevance have become the currency of online existence. We are no longer witnessing people; we are witnessing personas. Fleeting authenticity has been sacrificed on the altar of metrics—likes, views, shares, and algorithmic favour.

The Cult of Appearances

Photograph by Page Cody sourced from Unsplash

One must question: when did value become equated with virality? When did intellect bow to the influencer? Social media, once hailed as a democratising force for free expression and global connectivity, now resembles a gaudy showroom of hyper-manufactured lives. The humble cup of tea is no longer sipped—it is photographed beside a strategically placed book, a flickering candle, and a branded skincare product, all under golden-hour lighting.

This isn't culture; it's commerce masquerading as connection.

Performative Activism & Empty Wokeism

Photograph by Andrew Butler sourced from Unsplash

Even morality has been hijacked. From hashtags to black squares, social causes have been reduced to mere accessories in the influencer wardrobe. We’ve entered a realm where empathy is scheduled content, and suffering becomes seasonal branding. Real activism is being eroded by a new class of digital virtue-signallers who care more for optics than outcomes.

The Tyranny of the ‘Personal Brand’

The phrase “personal brand” itself reeks of self-commodification. It implies that one's existence must be polished, packaged, and marketable. Social media has convinced entire generations that value stems not from one’s contributions to society but from visual coherence and audience engagement. It is not only unhealthy—it is dangerous.

What was once a platform to share, connect, and express has metastasised into a relentless exercise in self-advertisement. Individuality is encouraged only if it conforms to trend cycles, and authenticity is accepted only if it garners enough attention. Irony of ironies: the most “relatable” content is often the most rehearsed.

A Plea for Digital Decency

Photograph by Engin Akyurt sourced from Unsplash | Unsplash @enginakyurt

It is time to restore dignity to digital space. Not everything needs to be broadcast. Not every meal requires a photo. Not every emotion must be captioned. The need for validation should not supersede the need for substance. We must resist the cultural rot that conflates popularity with profundity and instead champion quiet sincerity over curated spectacle.

A digital detox is not just for the weary—it is a revolutionary act against the tyranny of inauthenticity.

Conclusion: Reclaiming Humanity

The internet, at its best, is a marvel of modern civilisation. But it is being poisoned by a culture that equates self-worth with digital performance. Let us retreat from the abyss of posturing and reclaim our presence—offline and unscripted.

Because in a world where everyone is performing, silence might be the most radical thing left.

Note: No offence is intended towards any individuals featured in the accompanying photographs. Visual content is used solely for editorial and illustrative purposes.