Since the postmodern movements such as Pop and hyperrealist art or literary genres ? New Journalism and creative non-fiction questioned the status of the real and the imitated, the concept of authenticity has called for a constant reevaluation. Walter Benjamin’s 1935 assumption that “the presence of the original is the prerequisite to the concept of authenticity” has been called into question with the corporate and advertising practice continually rebranding the concept of authenticity to suit mass consumers’ needs. Why is it then that within the contemporary culture, with modes of expressions such as irony, cynicism and sarcasm strongly present