The limits of transactional identity: Whiteness and embodiment in digital facial replacement

Focusing on a series of YouTube creators, this essay interrogates the persistence of the hegemonic power of the white male hardbody, arguing that digital facial replacements – in particular those of 1980s action stars – produce a mode of white, masculine identity that is essentially exchangeable and transactional. These bodies are capitalist commodities, fundamentally interchangable and asserting the same bundle of ideological traits. The technology of digital facial replacement allows creators to visualize this exchange value. As opposed to the pornographic, invasive, and misogynistic face swap videos originally posted on reddit.com by user ‘deepfakes’ in 2017, the facial replacement videos found on YouTube are more playful in nature, imagining alternate histories and using face swapping as a mode of comedy. This case study of 1980s action stars opens up to a broader examination of issues of identity in digital facial replacement. In the videos under analysis, gender swaps are relatively common, but ethnic swaps are scarce. The reluctance of the YouTubers to ‘blindcast’ their revisionist videos reveals a subtle critique of the fantasy of a post-racial world. Racial difference – and, perhaps, cultural specificity – remains intact, and the creators take a seemingly apolitical, comical, ‘safe’ approach to identity rather than an explicitly critical stance. By denuding the more threatening and destructive aspects of deepfakes, these YouTube videos produce a more palatable version of facial replacement. This version, however, is no less ideologically complex than its more explicitly political and misogynistic counterparts. These contemporary facial substitutions not only continue to ‘reboot’ white male hegemony, but they also function as an ideological reclamation of masculine power in the present through modified images of the (revisionist) past.