The title is ironic, although perhaps not.
In this paper, I want to trace changes in the ideological notion of personal authenticity that have been brought on by widespread social media use. Earlier notions of authenticity were premised on a unique interior self that consumerism would help us express, but social media have made that untenable. In response, authenticity is shifting, describing not fidelity to an inner truth about the self but fidelity to the self posited by the synthesis of data captured in social media — what I here call the data self. This sort of decentered authenticity posits a self entirely enmeshed in algorithmic controls, but it may also be the first step toward postauthenticity, in which identity ceases to be conceived as personal property.