Folklifeandme here—if you’ve stuck with me this far, you know we’re just getting started on unpacking the evolution of folklore in the age of the internet. Last time, we talked about how corporate influence and social media have blurred the line between folklore and fakelore. But today, we’re diving deeper, beyond the surface scroll of our social feeds, to explore how fakelore spreads in the digital age, the role of influencers in this cultural remix, and—importantly—how we can protect the authenticity of our cultural heritage.
Because, let’s be honest, you don’t want to be that person who mistakes a viral meme for a piece of ancient wisdom. Trust me.
Fakelore in the Age of Screens: An Unwelcome Evolution?
We’ve all been there. You're scrolling through social media, and boom—a post appears around some ancient "tradition" that seems to have appeared out of nowhere. The post has thousands of likes, a quirky influencer dancing in front of it, and comments filled with, “Wow, I never knew that!”
And guess what? You probably didn’t know it because it’s fakelore—a fabricated version of folklore twisted to fit modern consumption. Whether it’s a corporate campaign trying to sell you an “ancient” health remedy or a trendy TikTok dance that claims to be rooted in traditional rituals, the internet is awash with these “cultural” offerings. The question is, how did we get here?
It all started long before the digital age. Scholars like Richard Dorson, who coined the term "fakelore" in the 1950s, warned us of folklore’s commercialization. Back then, it was about tourism and novelty products—things like “authentic” Native American trinkets that had little to do with actual tribal traditions. Fast-forward to 2024, and we’re seeing a similar pattern, only now it’s memes, TikToks, and Instagram influencers selling us a sanitized version of culture.
Let’s talk numbers. According to Google Trends, the search for terms like “authentic culture” and “traditional folklore” has risen dramatically over the past five years. But you know what else is rising? Searches for “viral dance origins” and “traditional hacks.” We’re in a cultural paradox, where we crave authenticity but get distracted by flashy, viral fakelore along the way.
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Who’s Really Telling the Stories? The Influencer Effect
Let’s get something straight—influencers aren’t inherently bad. In fact, they’re a key part of how stories, including cultural narratives, get spread today. But like a game of telephone, the more these stories are passed along and adapted for digital trends, the more they lose their original meaning.
Take, for example, the recent trend of heritage-based cooking videos on YouTube. What starts as a heartfelt sharing of traditional recipes often turns into an over-edited, influencer-led spectacle featuring ingredients that have nothing to do with the original dish. By the end, it’s less about culture and more about clicks.
Scholars on the Frontline: Tracing the Evolution of Fakelore Research
Let’s take a stroll down academia lane for a moment. The study of folklore and fakelore has come a long way since Richard Dorson introduced the term in the 1950s. The digital age has only added more layers to this discussion. Here are a few key scholars whose work has shaped (and continues to shape) our understanding of these cultural shifts:
1. Richard Dorson (1950s):
- Introduced the concept of fakelore, emphasizing the dangers of commercialization on folk traditions.
- Major works: American Folklore (1959), Folklore and Fakelore (1976).
2. Alan Dundes (1960s–2000s):
- Advanced the study of folklore as a serious academic discipline, diving into how folklore reflects the values and concerns of a culture.
- Key texts: Holy Writ as Oral Lit (1999), interpreting Folklore (1980).
3. Barre Toelken (1970s–2000s):
- Focused on the performance aspect of folklore, helping us understand how traditions are passed down and adapted.
- Influential work: The Dynamics of Folklore (1979).
4. Simon J. Bronner (1990s–Present):
- Explores the intersection of folklore with modern technology and consumerism, asking how digital culture transforms traditional storytelling.
- Notable books: American Children's Folklore (1988), Folklore: The Basics (2016).
5. Trevor J. Blank (2010s–Present):
- One of the leading voices on digital folklore, examining how social media reshapes traditional forms of storytelling.
- Must-read: The Folklore of the Internet (2009), Slender Man Is Coming: Creepypasta and Contemporary Legends on the Internet (2018).
These scholars, spanning decades, highlight one thing: folklore has always evolved, but what we’re seeing now is an accelerated transformation, thanks to the internet’s reach.
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Real-World Examples: Fakelore in the News
Need a real-life example to make this even clearer? Look no further than recent stories in the news. Take the case of TikTok influencers “reviving” ancient healing practices, like the supposed ancient face-mapping techniques that went viral last year. The method claims to trace its origins back to Eastern medicine, but in reality, its roots are murky at best, with scholars questioning its authenticity.
Similarly, the rise of influencers promoting the idea of the “cultural reset” has taken social media by storm. Many have claimed that wearing specific traditional garments or participating in re-created rituals is a way to honor their heritage, but much of this has been simplified or distorted, creating a narrative that caters more to aesthetics than truth.
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How Fakelore Spreads: A Digital Age Dilemma
So how does fakelore spread so fast in the digital world? Simple: virality. The algorithms that run platforms like Instagram, TikTok, and YouTube are designed to promote content that’s engaging, not necessarily factual. The more outrageous or visually appealing the content, the more likely it is to go viral. And as a result, cultural stories get oversimplified, sensationalized, or outright fabricated to fit the mold of what “sells” online.
And this brings us to the critical question: What can we do about it?
How to Use Your Screen Time Wisely (And Not Get Fooled by Fakelore)
Now, I’m not here to suggest you abandon your screens and move to a cabin in the woods (unless that’s your thing, in which case, power to you). Instead, let’s talk about how to make the most of your screen time—while staying woke to fakelore.
1. Research Before You Share:
- The next time you see a post claiming to share some piece of ancient wisdom or a cultural fact, take a few minutes to verify it. Google the term, read about its origin, and look for scholarly sources. Just because it’s viral doesn’t mean it’s true.
2. Follow Experts, Not Just Influencers:
- While influencers can be entertaining, make sure you’re also following actual **scholars** and cultural experts who can provide context and depth on these topics. Sites like **Google Scholar** are great for finding academic papers and studies.
3. Question Corporate “Traditions”:
- When brands co-opt cultural practices or traditions, ask yourself who benefits from this portrayal of culture. Is it really about honoring heritage, or is it just a marketing ploy?
4. Engage in Conversations:
- Let’s bring back real-world conversations about culture. Whether it’s over coffee with friends or in an online forum, discussing cultural stories with others can help us distinguish between what’s real and what’s just a well-packaged myth.
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The Bottom Line: This Is Just the Beginning
As we continue this series on folklore and fakelore, remember we’re in an age where cultural narratives are more accessible—and more vulnerable—than ever before. It’s up to all of us to navigate this landscape with care, questioning what’s presented to us while protecting the authenticity of our cultural heritage.
Stay tuned—there’s much more to uncover in the coming blogs. But in the meantime, be mindful of what you share and what you consume. Not all that’s viral is gold.
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