Publicação
The impacts of cancel culture on brands and celebrities
| Resumo: | Cancel culture is both a term and a phenomenon that has been growing in popularity in the last few years and that can have real impacts on the careers of brands and celebrities. The literature on cancel culture is still in its early stages and there is still a lot of confusion associated with this phenomenon and the consequences it can have. For those reasons, I decided to study cancel culture, focusing on the impacts of this phenomenon on both brands and celebrities, analyzing not only the consequences, but also the factors that can lead to the cancellation atempt and to the different outcomes. Moreover, I also analyze the positive outcomes that can come from this phenomenon and compare the impacts it can have on brands versus celebrities. In order to analyze cancel culture’s impacts, two brands and celebrities that had previously been canceled were selected, and a qualitative content analysis was developed, using a secondary data from the social media pla_orm, X. This data was then analyzed using a computer assisted qualitative data analysis software, Leximancer. The analysis’ results indicated that negative impacts on reputation are longer lasting for celebrities than for brands and that brands suffer fewer negative outcomes than celebrities. Furthermore, it is possible to have positive outcomes following a cancellation atempt, such as a sales increase, due to increases in brand awareness. Additionally, in the selected cases, there were no significant financial impacts that came from the cancellation atempts. |
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| Autores principais: | Silva, Matilde Lucena Leite da |
| Assunto: | Cultura do cancelamento - -- Cancel culture Marca -- Brand Celebridades impactos celebrities impacts |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Cancel culture is both a term and a phenomenon that has been growing in popularity in the last few years and that can have real impacts on the careers of brands and celebrities. The literature on cancel culture is still in its early stages and there is still a lot of confusion associated with this phenomenon and the consequences it can have. For those reasons, I decided to study cancel culture, focusing on the impacts of this phenomenon on both brands and celebrities, analyzing not only the consequences, but also the factors that can lead to the cancellation atempt and to the different outcomes. Moreover, I also analyze the positive outcomes that can come from this phenomenon and compare the impacts it can have on brands versus celebrities. In order to analyze cancel culture’s impacts, two brands and celebrities that had previously been canceled were selected, and a qualitative content analysis was developed, using a secondary data from the social media pla_orm, X. This data was then analyzed using a computer assisted qualitative data analysis software, Leximancer. The analysis’ results indicated that negative impacts on reputation are longer lasting for celebrities than for brands and that brands suffer fewer negative outcomes than celebrities. Furthermore, it is possible to have positive outcomes following a cancellation atempt, such as a sales increase, due to increases in brand awareness. Additionally, in the selected cases, there were no significant financial impacts that came from the cancellation atempts. |
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