‘NOT LIKE OTHER SOCIAL NETWORKS’? BEREAL AND THE REMEDIATION OF LIVENESS IN THE PLATFORM ENVIRONMENT

Resumen

‘Social media’ represent a dynamic technological environment, in which emerging platforms make use of comparisons to existing apps to construct their own reputation. This is the case of BeReal – a platform that allows users to share pictures once a day, and only when triggered by a notification. In this paper, I combine digital technography and the platform walkthrough method to examine how BeReal deploys antagonistic discourse towards dominant media to promise a more authentic experience. In so doing, I frame the platform as evoking, appropriating, and remediating (Bolter and Grusin 2000) notions of mediated liveness – not only when it comes to a promised ‘real-time’ connection but also referring to particular ways of ‘being there’, sharing experiences, and having ‘real’ experiences through technological mediation. This discussion matters because it demonstrates how claims of immediacy and of a direct access to ‘reality’ are manifested and negotiated in contemporary sociotechnical practices. In this context, BeReal’s version for “platformized authenticity” – the co-option of ‘the authentic’ to advance platforms’ growth and commercial goals – is a process marked by a recursive, cyclical negotiation between technical mediation and claims of liveness.