Simulacral faces: A dramaturgy in digital environments

The chapter develops the idea of a dramaturgy of the face so as to explain images and videos on social networks. It starts with an analysis of the mechanisms by which value is constructed, which are based on the accumulation and transformation of the quantitative appreciation expressed by the acts of like, follow, and share into monetary and reputational value. The chapter then focuses on the experiential and algorithmic pressures to which identity is subjected, pressures that must be managed through an identity narration realized through the language of images. Finally, the chapter concentrates on the relationship between the semiotic qualities of the face and the semiotic qualities of images through a comparison between two classical genres and two genres that are highly visible on social networks. On the one hand, the chapter compares the canons of the artistic self-portrait with selfies and identity images on social networks, and on the other hand, it contrasts the transformation of the actor into a fictional character with the performances of streamers on Twitch.