The Rise Of Performativity

The rise of performativity—whether in society, politics, or technology—can be traced to several interwoven social, economic, and technological trends. Let’s break it down a bit:

1. Hypervisibility and the Digital Age:

The digital age, driven by social media and constant connectivity, has created a world where visibility is a form of validation. People, organisations, and even systems need to be seen to be “doing something.” This is often more important than actually achieving meaningful outcomes. For example, social media campaigns, corporate social responsibility, and even political gestures are often less about substantive change and more about being seen to act.

In this context, performativity is the new currency. You don’t need to solve the problem; you need to make it look like you’re trying to. Think of it like online activism: tweeting “thoughts and prayers” after a tragedy is less about helping and more about signalling empathy.

2. The Rise of Neoliberalism and Market-Driven Thinking:

Neoliberalism has made it so that everything, including people’s behaviour, is viewed through an economic lens. Success isn’t about what’s actually accomplished but what’s perceived. In a market-driven culture, what’s visible, marketable, and easily measurable (even if it’s shallow) is prized over actual efficacy. This has pushed institutions—whether government, business, or media—to focus on surface-level performative actions, as they yield immediate rewards (media attention, increased engagement, etc.) even when they don’t address the core problem.

This is why we see an explosion of “sustainable” brands, for instance. It’s not that the products or practices are genuinely sustainable, but the image of sustainability is a selling point. The same applies to diversity and inclusion efforts in many corporations: actions that don’t lead to meaningful structural change but signal progress for the sake of brand image.

3. Postmodernism and Relativism:

Postmodern philosophy, with its focus on the instability of meaning, suggests that actions are often less about their inherent value and more about their social context or the narrative we construct around them. When everything is a narrative, the distinction between what is “real” and what is “performative” becomes blurry. In a world where meaning is constructed rather than intrinsic, the appearance of progress, change, or authenticity can be just as significant as actual change.

This brings us to the idea of performativity in a social sense, as laid out by Judith Butler in her work on gender theory. She argues that identities and roles are "performed" rather than being inherently fixed or pre-existing. This line of thought has spread into wider societal norms, where individuals and institutions alike “perform” their social roles or moral stances in ways that may not be backed up by deeper or sustained action.

4. Technological Mediators and Automation:

Technology has made performativity easier, even automated. Take CAPTCHA systems, for example: they are performative because, in many cases, they don't do anything substantial (especially when the bots they’re trying to stop evolve), but the user still has to “perform” the task of solving them. On a societal level, automation and AI are pushing us toward performative behaviours: systems that present an illusion of productivity or intelligence while often just giving the appearance of function without necessarily solving the problem at hand.

This also explains phenomena like the "algorithmic bias" debate. The AI systems might not be addressing the biases themselves, but they perform an appearance of fairness or objectivity by being "data-driven," even if the data itself is flawed or biased. We trust the algorithm because it appears neutral.

5. Crisis of Meaning and the Search for Legitimacy:

Performativity can also be a response to a deeper crisis of meaning in modern society. As traditional structures of authority, meaning, and identity crumble (whether religious, political, or cultural), people and institutions are left scrambling for legitimacy. The act of performing “right” behaviour or signalling adherence to certain norms has become a stand-in for deeper values or beliefs.

In essence, performativity rises as people and systems become more obsessed with appearances—because, in a world that feels increasingly fragmented and uncertain, appearances (or narratives) are what allow us to feel grounded, even if they don’t necessarily reflect reality. It’s the difference between acting "sustainably" and actually being sustainable, or saying you support social justice while continuing to benefit from systems of inequality. The performance becomes the reality, whether or not it has lasting impact.

6. Cultural Shifting Toward Instant Gratification:

The increasing demand for instant gratification also drives the rise of performativity. In a culture where speed is prioritised and “outcomes” are measured in clicks or likes, quick, visible actions are more valued than slow, behind-the-scenes, substantive change. Performative gestures are often easier to execute and more immediately satisfying than actual problem-solving, making them an attractive option for both individuals and organisations.

Conclusion: The "Illusion of Progress"

Performativity is everywhere because it offers a way to feel like something is being done, even if it isn’t. It’s a byproduct of a world where visibility and instant results are prized over substance and depth. Whether in politics, technology, or personal identity, the focus is increasingly on showing that we’re doing the right thing, or appearing to be doing something, rather than making lasting, meaningful changes.

So, in this world, the performative becomes its own form of reality, for both individuals and systems. It offers the illusion of progress while often evading the hard, messy, and slower work of actual change.