Rewriting the stars: Surface tensions and gender troubles in the online media production of digital deepfakes

Abstract

This article examines a cross-section of viral Deepfake videos that utilise the recognisable physiognomies of Hollywood film stars to exhibit the representative possibilities of Deepfakes as a sophisticated technology of illusion. Created by a number of online video artists, these convincing ‘mash-ups’ playfully rewrite film history by retrofitting canonical cinema with new star performers, from Jim Carrey in The Shining (Stanley Kubrick, 1980) to Tom Cruise in American Psycho (Mary Harron, 2000). The particular remixing of stardom in these videos can – as this article contends – be situated within the technological imaginary of ‘take two’ cinephilia, and the ‘technological performativity of digitally remastered sounds and images’ in an era of ‘the download, the file swap, [and] the sampling’ (Elsaesser 2005: 36–40). However, these ‘take two’ Deepfake cyberstars further aestheticize an entertaining surface tension between coherency and discontinuity, and in their modularity function as ‘puzzling’ cryptograms written increasingly in digital code. Fully representing the star-as-rhetorical digital asset, Deepfakes therefore make strange contemporary Hollywood’s many digitally mediated performances, while the reskinning of (cisgender white male) stars sharpens the ontology of gender as it is understood through discourses of performativity (Butler 1990; 2004). By identifying Deepfakes as a ‘take two’ undoing, this article frames their implications for the cultural politics of identity; Hollywood discourses of hegemonic masculinity; overlaps with non-normative subjectivities, ‘body narratives’ and ‘second skins’ (Prosser 1998); and how star-centred Deepfakes engage gender itself as a socio-techno phenomenon of fakery that is produced – and reproduced – over time.