“Farming” comes from gamers who repeat actions to accumulate resources, and “aura” is that energy or charisma that can now be gained or lost in a public square as if it were character experience.
Laughing at the wrong moment, hesitating for a second, or losing your balance takes points away. A confident pose, a defiant look, or a daring gesture adds them. All in front of an audience acting as an impromptu jury.
In Brazil, Mexico, Bolivia, Paraguay, and Peru, they already have their own aura battles in full swing.
A psychologist from UBA sums it up with less glamour: it is the old pursuit of social prestige, with a new name and Wi-Fi.