![]() ![]() We consider the social context of TikTok and use an affordance lens to identify anonymity, of oneself and one's audience association between content and the "For You" landing page and video modality of TikTok as factors informing authenticity as a self-presentation norm. TikTok users to argue that normative authenticity and understanding of TikTok as a "fun" platform are mutually constitutive in supporting a "just be you" attitude on TikTok that in turn normalizes expressions of both positive and difficult emotions and experiences. In this paper, we position authenticity as a self-presentation norm and identify the sociomaterial factors that contribute to the learning, enactment, and enforcement of authenticity on the short-video sharing platform TikTok. Scholarship suggests, however, that behaving authentically online is complicated by self-presentation norms that make it difficult to present a complex self as well as encourage sharing positive emotions and facets of self and discourage sharing difficult emotions. Authenticity, generally regarded as coherence between one's inner self and outward behavior, is associated with myriad social values (e.g., integrity) and beneficial outcomes, such as psychological well-being.
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