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Distancing From Dirt: A Qualitative Study on How Cancel Culture Has Become a Resource for Identity Construction in an Online Setting

Åhl, Frida LU and Smajlovic, Jasmina LU (2021) BUSN39 20211
Department of Business Administration
Abstract
With this research we aim to understand the dynamics of consumers' use of cancel culture as a resource for their identity construction online. Theories included were surrounding framing, morality, consumers as moral protagonists, purity and dirt as well as distaste and symbolic violence. These theories were selected to aid with the analysis of the empirical material and to add new insight to the concept of identity construction by negatively distancing from brands. This study was conducted with a foundation of a relativist and social constructivist worldview. The research design used is qualitative and the netnography was conducted with an inductive approach. For the analysis, the method of content analysis was used to unfold underlying... (More)
With this research we aim to understand the dynamics of consumers' use of cancel culture as a resource for their identity construction online. Theories included were surrounding framing, morality, consumers as moral protagonists, purity and dirt as well as distaste and symbolic violence. These theories were selected to aid with the analysis of the empirical material and to add new insight to the concept of identity construction by negatively distancing from brands. This study was conducted with a foundation of a relativist and social constructivist worldview. The research design used is qualitative and the netnography was conducted with an inductive approach. For the analysis, the method of content analysis was used to unfold underlying codes and patterns in the empirical material. The findings of this research showed that consumers use cancel culture as a resource for identity construction in an online setting. By analysing the empirical material it was found that the constant use of viscous, satirical, emotional and political framing is a way for consumers to negatively distance themselves from brands and other consumers in order to build on their identities. This study has contributed with theoretical implications to the field of identity construction, by introducing cancel culture as a new form of negatively distancing from brands. Finally, the study has also contributed with practical implications by raising the problematic aspects of cancel culture brands need to be considerate to. (Less)
Please use this url to cite or link to this publication:
author
Åhl, Frida LU and Smajlovic, Jasmina LU
supervisor
organization
course
BUSN39 20211
year
type
H1 - Master's Degree (One Year)
subject
keywords
Identity Construction, Consumer Identity, Framing, Cancel Culture, Oatly, DisneyPlus
language
English
id
9057801
date added to LUP
2021-06-29 14:20:02
date last changed
2021-06-29 14:20:02
@misc{9057801,
  abstract     = {{With this research we aim to understand the dynamics of consumers' use of cancel culture as a resource for their identity construction online. Theories included were surrounding framing, morality, consumers as moral protagonists, purity and dirt as well as distaste and symbolic violence. These theories were selected to aid with the analysis of the empirical material and to add new insight to the concept of identity construction by negatively distancing from brands. This study was conducted with a foundation of a relativist and social constructivist worldview. The research design used is qualitative and the netnography was conducted with an inductive approach. For the analysis, the method of content analysis was used to unfold underlying codes and patterns in the empirical material. The findings of this research showed that consumers use cancel culture as a resource for identity construction in an online setting. By analysing the empirical material it was found that the constant use of viscous, satirical, emotional and political framing is a way for consumers to negatively distance themselves from brands and other consumers in order to build on their identities. This study has contributed with theoretical implications to the field of identity construction, by introducing cancel culture as a new form of negatively distancing from brands. Finally, the study has also contributed with practical implications by raising the problematic aspects of cancel culture brands need to be considerate to.}},
  author       = {{Åhl, Frida and Smajlovic, Jasmina}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Distancing From Dirt: A Qualitative Study on How Cancel Culture Has Become a Resource for Identity Construction in an Online Setting}},
  year         = {{2021}},
}