A cultura do cancelamento nas redes sociais digitais

Abstract

Cancel culture, an emerging phenomenon in digital social media, has sparked considerable debate and controversy. This phenomenon manifests when a person— usually a public figure—is targeted by a virtual boycott due to their actions, comments, or opinions deemed morally questionable or offensive. One of the most massive and highly discussed examples of this phenomenon is the case involving Brazilian singer and rapper Karol Conká, whose attitudes and behaviors during her participation in the reality show Big Brother Brasil provoked an intense negative reaction from the public, resulting in a broad wave of cancellation on digital social networks. Other emblematic and more recent cases of cancellation have also been analyzed, such as the case of lawyer João Neto and Miguel Oliveira, the young pastor. Using a methodology that includes communication advisory, case analysis, literature review, and a qualitative exploratory-descriptive analytical research based on secondary sources, this study aims to investigate the impact of cancel culture in digital social media, highlighting cases of cancellations in Brazil to understand their social, academic, and scientific implications. Ultimately, the results point to the importance of addressing cancellation comprehensively, considering not only its individual ramifications but also its collective and systemic impacts. Additionally, the analysis of cancellation cases and the phenomenon of cancel culture in digital social media underscores the complexity and challenges associated with this contemporary issue, which affects not only image but also mental health, physical safety, and the professional lives of those involved.