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Kayfabe
In the world of professional wrestling (a form of “sports entertainment” in which all the matches have a fixed outcome) kayfabe is a nebulous term which loosely refers to the scripted nature of the event. Since professional wrestling is more about promoting captivating spectacles than it is real sportsmanship, a suspension of disbelief is necessary on the part of the audience to immerse themselves in the narrative - much like if one were watching a fictional movie or playing a video game. Wrestlers will oftentimes stay in-character outside the ring, in order to aid this suspension of disbelief and to help build an engrossing shared universe of characters.
Kayfabe is analogous to the fourth wall. A professional wrestler who breaks character might be referred to as “breaking kayfabe” - Similar to how an actor breaking character on-screen would be “breaking the fourth wall”. Kayfabe is also used as a code word or safe word, when discussing the logistics of this fake reality around outsiders.
Since the rise of the internet, the term kayfabe has found a new lease on life. It is now a regular thing for professional internet stuntmen to engage in scripted fights and manufactured dramas. Kayfabe is now a well-known tool for social media engagement, digital storytelling, alternate-reality games, and more. (See Digital Kayfabe, below.)
Origin of the Term
The term kayfabe is alleged to descend from Carny culture: Traveling carnival workers who needed to let family members know they arrived safely in the next town, would give the name “Kay Fabe” to collect-call operators. Upon receipt of the call, the family member would get the name (and the coded message it represented) and then decline the call, as a form of free long-distance communication.
The true origin of the term however, is disputed. Some say it is a form of Pig Latin for a now-forgotten original phrase. Others claim there was an actual legendary wrestler named “Kay Fabian.” Nobody is really sure, which is ironically fitting for a term that refers to the mysteries behind the fourth wall.
From Wikipedia:
Another theory suggests that the term derives from the expression “keep cavey”, from the Latin verb caveo, which means “look out for”; this phrase was used throughout Britain and by Jews living in East London between World War I and World War II. According to that theory, many US promoters and wrestlers at that time were of Eastern European origin and many had heavy accents, leading to the term being transformed into “kayfabe”.
Digital Kayfabe
Thanks to the internet, the concept of kayfabe has now been introduced to a whole new audience outside of professional wrestling. On social media, for example, professional marketers might engage in kayfabe to increase engagement and reach, as internet drama can be quite eye-catching. Infamous internet rabble-rouser JimStewartson for example, helped promote Halo 2 in 2004 with a fake website hack as part of I Love Bees.
Kayfabe is also used by digital storytellers for their art. This lets them use social media and chat rooms to blur the line between the artist and the audience, and even allow a degree of audience participation. These types of stories can range from simple to incredibly complex, and sometimes take the form of alternate-reality games (or ARG's, for short).
4chan and the other imageboards are notorious hotspots for kayfabe-type shenanigans. The controversial QAnon universe is a type of kayfabe. The /x/ subforum in particular has hosted many ARG's and digital pranks, including the infamous Haunted Majora's Mask Cartridge.
Kayfabe can also be used as a form of counter-intelligence. Wielded in this way, kayfabe can be incredibly effective at throwing off spies, stalkers and the press, who might otherwise get in the way of operations. It can also be wielded in a destructive context, such as in cases of triangulation attacks.
Other Instances
Comedian and prototypical troll Andy Kaufman was fascinated with professional wrestling, and in particular the kayfabe aspect. He worked it into his own comedic routines to great effect, even staging a long-running kayfabe feud with real wrestler Jerry Lawler.
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