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Este artículo tiene como objetivo descubrir las precondiciones y características clave de la posverdad, así como los factores contextuales que explican su atractivo. El factor clave parece ser la capacidad de la posverdad para incitar al placer, tanto en el sentido de no estar restringida por la veracidad, como de avance y capacidad de saber cuáles son las variables necesarias que incitan al placer a través del análisis de los big data. Eso se corresponde perfectamente al ascenso general del peso de la satisfacción y movilización afectiva en la competición por atención cada vez más escasa de la audiencia, lo que hace de la posverdad un fenómeno claramente contemporáneo.
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