The mask makes the man

It seems that if you study reputation long enough, you come to the conclusion that it does not exist. Reputation is all in your head. It is what you believe others think of you because of how you present yourself and possibly what you (claim to) have done in the past. On this tissue of subterfuge rests reputation. The Latin word “persona“ means mask.

Gloria Origgi has done a fine job of thinking this through, from most conceivable angles. Not only does she account for gossip and rumor, but the human condition and the need for esteem if not immortality. She examines wine raters, academic publishing and ebay feedback as well as charlatans and frauds (though oddly, she doesn’t examine Linked In, the ultimate dedicated reputation site).

Ironically, despite all her citations of studies and references to other scientists’ work, Origgi fills her book with examples from fiction. From films to books to plays and operas, almost all of her points are illustrated through imaginary people doing imaginary things that harm or enhance their imaginary reputations.

Reputation reminds me of homo economicus, a theoretical construct of a rational being, always making the right decision. He does not exist, but there is a huge body of work that requires and depends on him. So with Reputation, a theoretical construct drawing on angles and aspects of society, with very little recourse to the way the world works. I half expected a mathematical formula to appear. In the real world, everyone is trying to get ahead. They will say and do whatever it takes, rightly or wrongly, morally or immorally. For some, even a terrible reputation is preferable to none (which Origgi does not contemplate).

Possibly the most rational conclusion Origgi comes to is that reputation is a necessary feedback loop. Like musicians onstage, we need to hear and see what others are hearing and seeing to know how we’re doing and adjust for greater acceptance.

As Origgi says early on, there is very little in the way of deep research on reputation. It is an emerging topic that needs argument. This will be the baseline.

David Wineberg