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By using a carnivalesque strategy, netprovs discussed in this article introduced a disruption innovation into the social advertising market, a new source of value: creative satire. By playing multiple characters or forcibly separating the real person from the avatar they revealed the myth of the consistent online identity. By encouraging users to look on the other side of the mirror they sought to increase awareness of the real “why” these tools exist. Users were introduced to skepticism of online affection and of projected affection in general. Most importantly they promoted an alternative value network: a culture of contentment and satisfaction — satisfaction in play, in creativity. They created a value network of inner rewards, redeemable in the moment, good forever, producing a real community in which players demonstrate with intentionality genuine attention and approval in the improv manner, by saying “yes, and,” by elaborating others’ fictional themes and moments.

Occupy the Emotional Stock Exchange, Resisting the Quantifying of Affection in Social Media