The decision to keep one's face covered is often a defensive maneuver against the permanence of the internet.
The fascination with a reveals more about the audience than the subject. We are uncomfortable with anonymity because we are uncomfortable with the parts of ourselves we hide. Every time we share a video of a masked person with outrage, we are projecting our own fear of being seen—and our own desire to see others. The decision to keep one's face covered is
For a video to achieve viral status, it typically requires high emotional arousal—anger, joy, fear, or awe. When the subject has a , that arousal intensifies. Here is why: Every time we share a video of a
: Figures like the viral "Mask Girl" (revealed to be Txunamy ) have successfully used masks to build intrigue and maintain engagement by withholding their identity. Here is why: : Figures like the viral
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