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Dr Paul Harrison is a Senior Lecturer in Marketing, and Unit Chair of Consumer Behaviour in the Department of Marketing at the Deakin Business School. ‘Authenticity’ has become one of the buzz-words of 21st century culture, something that is demanded by people while being desperately sought by business. From advertising to pop music, from movies to books, every cultural product is replete with references to authenticity and its antithesis, ‘authentic vs. inauthentic’, ‘real vs. fake’ and ‘true vs. false’.

However, in our research we argue that to cast authenticity in this dichotomous format denies both the fluidity of authenticity in culture and the opportunities available to everyone, from business to artists to consumers, in embracing consumption that can be both authentic and not authentic depending upon your perspective. We suggest that everything is authentic and nothing is authentic, which presents new opportunities for all of us living in an atomised world. 

About Paul Harrison

Dr Paul Harrison is a Senior Lecturer in Marketing, and Unit Chair of Consumer Behaviour in the Department of Marketing at the Deakin Business School.