Retuscherade

Retuscherade is a term used in media studies and digital culture to describe the practice of presenting heavily edited or retouched images as if they were unedited or authentic. It combines the French-rooted verb retoucher, meaning to touch up, with a suffix that implies deception, effectively naming a specific form of image manipulation framed as a public misrepresentation.

Origins and usage of the term emerged in digital culture discussions during the 2020s, where scholars and practitioners sought to distinguish between ordinary retouching and a broader social phenomenon in which audiences are led to believe in the veracity of altered visuals. Retuscherade is not limited to one medium; it appears in photography, advertising, social media, and influencer content, often in contexts where the line between artistic manipulation and deception is contested.

The concept raises questions about ethics, transparency, and trust. Proponents argue that labeling or disclosing retuscherade practices can improve media literacy and consumer awareness, while critics warn that stringent disclosures may impede creative expression or blur practical distinctions between different kinds of image work. Regulatory and industry discussions have addressed the need for clear guidelines regarding authenticity, disclosure, and the responsibility of platforms, advertisers, and creators to avoid misleading audiences.

Related terms include image manipulation, deceptive advertising, and before-and-after disclosures, as well as broader debates about fake media and deepfakes. Retuscherade serves as a lens for examining how audiences interpret visuals, how creators balance aesthetics with accountability, and how policy and professional norms respond to evolving digital practices.