pretence

This term describes a calculated facade, often used to mask true emotions or intentions. It carries a strong connotation of insincerity or social performance, suggesting a deliberate effort to mislead others about one's internal state or external circumstances. It is frequently employed in formal or literary contexts to describe social masks and diplomatic maneuvers.

When used to describe a claim to a title or right, the word shifts from a sense of deception to a sense of assertion. In this specific legal or political context, it refers to the act of putting forward a demand for a position of authority, though it may still imply that the claim is tenuous or lacks a solid foundation.