Title Pending 5628

This is an accepted article with a DOI pre-assigned that is not yet published.This paper redirects the concept of the feminine masquerade (Riviere, 1929; Doane, 1982) as it relates to contemporary digital media, with a focus on facial beauty filters as mainstreamed on dominant social media platforms Instagram and TikTok. The paper provides a framework for the digital masquerade that builds on the original feminist theories but expands it to the widespread use of augmented reality (AR) filters on social media, which we theorize as a distinct form of virtual mask and gendered masquerade. With reference to studies of selfie culture, social media and digital beauty norms, as well as illustrative examples of the facial filters' design and use, we consider how the digital masquerade relates to idealized forms of feminine appearance as well as racialized and non-binary forms of identity. Our case studies range from analysis of the viral Bold Glamour filter to custom filters made by musicians Björk and Ariana Grande. We highlight potential benefits to these filters, including their ability to playfully shield the user's face from a critical gaze; to reduce costs associated with presenting idealized forms of beauty; and to offer non-binary users liminal media spaces through which to explore self-image. Overall, the paper provides a theoretical model for understanding the widespread use of facial filters on social media and their impact for intersectional gendered dynamics and provides important historical and theoretical context to initial findings on their negative impact on women in particular.