huijausten

Huijausten is a term used in media studies and online culture to describe a family of deception-based narratives that present themselves as authentic documents or lived experiences. The term derives from the Finnish huijaus, meaning hoax, and huijausten is used to designate the collective or plural form of these works. The concept focuses on the tension between perceived reality and fiction and on how audiences engage with ostensibly factual material.

Originating in online communities during the 2010s, huijausten emerged with the rise of user-generated content and cross-media storytelling. They typically begin as plausible, self-contained narratives—often appearing as diaries, found letters, or investigative reports—then unfold across multiple platforms, inviting readers to corroborate details, share discoveries, and discuss possible motives.

Key characteristics include meticulous attention to verisimilitude, use of authentic-seeming documents or metadata, audience participation, and a structured reveal that clarifies the fabrication. Formats span text posts, images, videos, and blog archives, sometimes employing meta-commentary on media trust or ethics. Some instances aim to critique information culture, while others are constructed purely for entertainment.

Reception and impact are debated. Proponents view huijausten as creative experiments that provoke critical thinking about evidence and authority. Critics warn of blurred lines between fiction and fact and potential harm when deception spreads beyond its intended context. Platforms and researchers explore guidelines to distinguish fictional narratives from verifiable information.

See also: hoax, misinformation, alternate reality game, found footage, media literacy.