#You'reCanceled: Social Media's Impact on Cancel Culture and Gen-Z

Guzman Guzman, Arely D.

Peacock Scholarship

#You'reCanceled: Social Media's Impact on Cancel Culture and Gen-Z

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Abstract

Modern Cancel Culture has gained prominence on social media platforms as a calling-out phenomenon (Pearson, 2021). Most definitions agree that it consists of withdrawing support and boycotting public figures. Different celebrities, social media influencers, brands, and companies have been the target of such a phenomenon, earning the status of "canceled". As pointed out by Roldan, Ong, & Tomas (2024), canceling practices are the actions taken by the public, in response to a subject's controversial behaviors. Partaking in racist, sexual assault, and homophobic activities are among the most common behaviors that are not tolerated in society, thus leading to a subject's canceling as found in previous research (Ng, 2020). While certain aspects of modern Cancel Culture have been practiced in history, the emergence and frequent usage of social media platforms has triggered questions about the relationship. Gen-Z's presence on social media indicates their possible connection and influence to the increasing canceling cases on certain platforms (Elkatmis, 2024). This study focuses on what is the relationship between Cancel Culture, social media, and Gen-Z. To find answers, an online survey was conducted and distributed via email, text message, and an Instagram story link to 67 participants -- a sample consisting mostly of Gen-Z participants (63 total). Participants revealed their familiarity, opinions, behaviors, and personal experiences on the phenomenon. The results help to understand Gen-Z's participation within Cancel Culture and their motivation to practice it. Specific social media platforms, like TikTok, is where many current modern canceling occurs. Results suggest that Gen-Z is familiar enough with the practices and actively participates in them. Upholding proper morals and beliefs is important for Gen-Z, therefore boycotting companies like Starbucks and McDonald's; or famous social media influencers, is easy for the generation to partcipate in. A case study was analyzed on YouTuber Colleen Ballinger, who was "canceled" due to grooming allegations (Madani, 2023_. The case reveals the impact social media users have on a "canceled" figure, such as a loss in followers, and how insensitive apologies accelerate "canceling". Recognizing the possible relationship between Cancel Culture, social media, and Gen-Z strengthens the knowledge on Cancel Culture's role in society.

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