askchapo

Just for fun I'm going to attempt to combine this with Walter Benjamin's concept of the aura (probably not my best work): It's not the act of farming or being called a 'farmer' that that dispels the aura, but the act of creating something that is designed to be posted. Nothing on social media truly has any aura to it in Benjamin's sense, given the way social media is massively commodified by the corporations that run it, the influencers and advertisers that populate it, and by capitalist society in general. There is only the appeal to the concept of a nonexistent non-commodified authenticity, the "false spell of the commodity". Calls of 'aura' on social media crave for that impossible authenticity that social media can't possibly provide, and calls of 'aura farming' merely point out the posts that stray too far from the "false spell".