by Stevie Kanyid
In 2022 cancel culture is a familiar concept to most people. It is a phenomenon that occurs almost exclusively on social media. Cancel culture has been used to single out individuals to criticize their actions, but recently it has broadened its reach to entire brands. What was formerly small criticisms without much influence has turned into an internet wide ostracization of entire brands, and social media is to blame.
Cancel culture refers to the ostracization of people or brands mostly through social media.
What are the consequences of cancel culture? Is it a good thing or a bad thing?
Cancel culture can help to hold brands responsible for their actions. Brand responsibility is a commitment a brand has to its publics to uphold the social good. Brands and their actions have become highly visible because of social media and if people on social media deem that a brand holds an unacceptable value or commits an objectionable action, then the brand will be “cancelled.” Cancel culture is encouraging a free flow of information between brands and their publics and it is holding brands to a higher ethical standard.
In June 0f 2020, fashion brand Brandy Melville found itself to be a victim of cancel culture. The brand was criticized for its size discrimination racist beauty standards, and discriminatory hiring practices. Yet Brandy Melville has not changed its practices, nor has it fled the fashion scene.
To read more on Brandy Melville’s interaction with cancel culture click here.
Cancel culture is great at using social media to bring attention to social issues of brands, but it is not very effective at eradicating the issues.
Cancel culture has the potential to be an effective tool in holding brands accountable. Unfortunately, it has mostly been used to berate brands without making a difference in their values and practices. People still buy clothes from Brandy Melville and support J.K. Rowling even after their prejudices were exposed. Cancel culture did not have any effect on the operations of Brandy Melville or J.K. Rowling.
The question remains, can cancel culture be used as tool to encourage brand responsibility? As it exists now, no, cancel culture is a toxic internet environment that is not taken seriously by brands. The only way that brands will take cancel culture seriously is if it backs up its words with actions that will have consequences for the brands they are taken against.
What options do you see for brands to take in regard to social media presenting the cancel culture to them? Should they be specific in their response to the platformed that accused them? Or should they make the change without directly addressing the controversy found online? There are many routes for the brands to take I’m sure, but I feel that addressing the negative posts online could be costly. It’ll likely be very opinionated online and not necessarily what the brand is representing. However, on the flip side of that coin, the engagement by brands with consumers is a great way to build that connective brand reliability. I love this topic and enjoyed reading your blog as it is truly representative in how social media can showcase both truthful and untruthful statements about brands and how the power of these platforms can enact change.
I believe cancel culture at its core serves to hold brands accountable, so that they put more thought into the content they create. The fear of “being cancelled” has led to a much more conscious culture and a higher bar for inclusivity. At the same time, when the public shames or ridicules a person or company for making a mistake, without taking the time to educate, cancel culture becomes dangerous. Humans are capable of growth, and sometimes it feels as though people refuse to accept that. When there is true remorse, authentic apologies and learning involved, we must be open to forgiving people for past mistakes, otherwise cancel culture does not serve an effective purpose.
I love this article, Stevie! You do a great job of capturing the inherent issues with cancel culture. I completely agree that cancel culture does not necessarily signal effective change for brands and people. In thinking about the importance of authenticity, people who are canceled on social media often do not give their audience any indication that there will be change beyond the classic “apology video.” This effectively leaves cancel culture arbitrary and meaningless.
Hi Stevie! I think your post is well written. I do not agree with cancel culture. I think there is a difference between holding people accountable and ruining someone’s life by digging deep into their past. In the age of social media, it is important to understand the people grow and change, and that their past does not entirely reflect who they are. While I think that some people deserve to lose their platform, I don’t think it is fair to attack them, or even make them question their own life. It is important that our generation informs themselves on the difference between holding people accountable and canceling them. However, I think you explained it perfectly in your post.