I'm tired of people saying things like "oh brand account needs to be more authentic" or we need team-led marketing, we all need to post authentic excitement - so I started reading philosophical papers on the concept of authenticity.

I'm tired of people saying things like "oh brand account needs to be more authentic" or we need team-led marketing, we all need to post authentic excitement - so I started reading philosophical papers on the concept of authenticity. 

https://philpapers.org/rec/MOEBOT-2

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Isn’t the author confusing originality with uniqueness? Authentic posts should be genuine, in line with your it current identity, state of mind etc. 

Social media makes people believe what they are and how they are feeling isn’t “newsworthy” because it gets no likes in the past. Hence the copy-pasta of posts and adoption of identities and feelings that aren’t yours but gives you the high of validation

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Well it's the first paragraph in the paper, as far as I can tell technology in this context is more of a means not technology as we understand it, basically a way to do whatever. Unfortunately I'm not him so is hard for me to pinpoint to why he chose that wording 😅

And is not equated as such but more that we express authenticity through using technology(whatever exactly it might be) to showcase originality.

Can you say more? Why does he equate authenticity with technology?

well in his view authenticity = the technology for shaping identity through the pursuit of originality. 

and in a sense that's kinda what people expect. You should be original, not just do the same all over again (altho there's influencers whose whole personality is doing Temu Hauls so who knows) 

As such, seeking to validate whether you are "authentic" through social media - and not in mediation with yourself - is probably going against this idea of pursuit of originality.