Emoticons and facial emojis are ubiquitous in contemporary digital communication, where it has been proposed that they make up for the lack of social information from real faces. In this paper, I construe them as cultural artifacts that exploit the neurocognitive mechanisms for face perception. Building on a step-by-step comparison of psychological evidence on the perception of faces vis-à-vis the perception of emoticons/emojis, I assess to what extent they do effectively vicariate real faces with respect to the following four domains: (...) (1) the expression of emotions, (2) the cultural norms for expressing emotions, (3) conveying non-affective social information, and (4) attention prioritization. (shrink)