https://doi.org/10.1177/1440783317729763 Journal of Sociology 1–15 © The Author(s) 2017 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/1440783317729763 journals.sagepub.com/home/jos Authenticity as (post-) modern ethics: An analysis of the New York Times’ Ethicist column Michelle Smirnova University of Missouri, Kansas City, USA Abstract As (post-) modern institutions multiply and become more abstract and fractured in their ethical prescriptions, individuals must learn navigate ethical ambiguity on their own. One way that this appears to be accomplished is through the pursuit of ‘authenticity’ within and across specific contexts. Based on a sample of 600 letters published between 2002 and 2014, this article explores the New York Times’ Ethicist column as a site where individuals grapple with personal responsibility to engage in ethical behavior, often doing so in the name of authenticity. Instead of relying on external institutions, to dictate ethical choices, such ethical trade-offs become the bones of one’s identity. This can result in tension between within-context authenticity that is derived from specific roles and relationships and across-context authenticity that transcends people and places. This tension is a defining feature of ethical action in the (post-) modern era. Keywords advice column, authenticity, ethics, New York Times, post-modernity Our family has a wine-and-liquor store. Occasionally we get phone calls from distressed people asking us—often pleading with us—not to sell their loved ones any liquor or wine because of alcohol abuse. How should we respond?—D.F., New York In above letter submitted to the New York Times’ Ethicist column, D.F. seeks guidance amidst competing relationships, roles, and ethical codes. Letters submitted to the Ethicist Corresponding author: Michelle Smirnova, University of Missouri, 5100 Rockhill Rd. - Haag 208, Kansas City, 64110-2446, USA. Email: smirnovam@umkc.edu 729763JOS 0 0 10.1177/1440783317729763Journal of SociologySmirnova research-article 2017 Article