Like the best timeless, classic science fiction, Joma West's dystopian near-future SF debut, FACE, digs deeply into a speculative thought experiment: in this case, "What if the flawless consistency of the curated, artificial personality you projected into the world was THE universal value around which all other social and personal values orbited?" But unlike many of the characters in classic SF (which are often just clumsy stand-ins for a philosophical position--I'm looking at you, Robet A. Heinlein and Authur C. Clarke), the characters in FACE are real and complex people, and every overly-calculated social interaction between them is bursting with interpersonal tension and high stakes.
FACE orbits the Burroughs family, a family of extreme wealth and privilege headed by Schuyler Burroughs, one of the undisputed masters of "face" or faceplay, an ability to flawlessly project a manufactured, perfect personality that is never vulnerable, needy, angry, afraid, flustered, or otherwise unpleasant or powerless in any way. He made a mistake long ago in choosing as a wife a woman (Madeleine) who is less skilled at face than he is, and his two teenage daughters (Reyna and Naomi) are finding that their own relationship to face is evolving. One daughter, Reyna, considers entering a relationship to boost her profile (but in this world, all "romantic" relationships are calculated moves designed to boost one's image). The other daughter, Naomi, does a project in her psychology class that involves running an anonymous online "confession" booth where people log in and confess to feeling desires that modern society considers perverted and sickening--the desire to physically birth one's children (instead of designing them from strangers' DNA at a "baby shop" and hiring other people to carry them, as is the standard), to masturbate, and, most sickening of all, to physically touch another person skin-to-skin. Meanwhile, in the background, the family's "menial", a live-in slave that is socially and legally not considered human, falls in love with Madeleine, but like all menials, he is forbidden to speak or acknowledge any wants of his own.
Brilliantly, West chooses multiple POV characters to tell what ultimately becomes a story of a family in crisis, and she uses her multiple POVs to tell pieces of some characters' stories multiple times, thus allowing the same scene with the same dialog to be interpreted, noticed, analyzed, and experienced in different ways, according to how skilled each character is at face and what each character is experiencing in their internal world. Only one POV is reoccurring, the POV of the menial, which has its own significance as both a framing device (the overlapping stories overlap in time in different places, and the menial's POV helps ground us in where the "now" of the story is) and a commentary (only those who don't engage in face and aren't on the social ladder at all are qualified to frame a story about those who are).
West is not only adept at illuminating what kind of secret worlds we might harbor under the weight of faceplay, but also what it might do to us if we truly internalized the value of needing to project a flawless personally at all times: the idea of seeing another human be vulnerable might fill us with discomfort or disgust; the idea of someone wanting to touch us with slimy, sweaty skin might make us nauseated; seeing someone make a minor social blunder might cause our opinion of them to instantly plummet beyond redemption; we might be so terrified of feeling emotions that we can't control, we medicate ourselves constantly. We might not like or even hate the idea of slavery, but owning a menial is part of faceplay. We might actually be physically attracted to our partners, but saying so is disgusting. We might not want children, but having a baby is the only way to "climb", so we'd better be good at pretending we're happy.
And of course, like the best sociological SF, FACE tells us something about ourselves in the here and now. While dystopian SF stories about breaking the bonds of love and family (cf. THE HANDMAID'S TALE or BRAVE NEW WORLD) or social capital being the end-all be-all (cf. DOWN AND OUT IN THE MAGIC KINGDOM) are nothing new, FACE comes at a time when "social media influencer" is now a legitimate career choice, and one in which the lines can be extremely blurred between the professional persona one puts out online and the actual human being running the account(s). By imaging the most extreme directions and the worst possible outcomes of such an environment, West warns us not to throw away the ugly, flawed, imperfect parts of us that, ironically, bring us the most joy and beauty in the end.
FACE is both a gripping, human story and a powerful reminder. I've been talking it up in-person to whoever will listen, and I hope you read it and feel (and do) the same.