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This article aims to reflect upon the importance of authenticity as a concept for the audience of the Brazilian Big Brother (BBB). The results of a media ethnography of an online community of fans of the show suggest that the conditions created by the confinement inside the BBB house are ideal for the revealing of the housemates’ authenticity. Key to this debate is the analyses carried out in the article of the romantic model of the “expressive self”, still in vogue in the west. According to this model, every individual has her own authenticity, which it is assumed that can be supressed by the borrowing of “social masks”. According to the BBB fans, however, some aspects of the housemates’ confinement could have the effect of seizing those masks.  Keywords Brazilian Big Brother. Subjectivity.

Tirando as máscaras: o reality show e a busca pela autenticidade no mundo contemporâneo