Att bli cancellerad i den digitala eran
(2023) FEKH29 20231Department of Business Administration
- Abstract (Swedish)
- Denna studie syftar till att undersöka hur cancelleringsprocesser ser ut i samband med skandaler för influencers och hur de utvecklas under tidens gång. Detta görs i form av en fallstudie, närmre specifikt skandalfallet med Margaux Dietz som inträffade år 2022. För att kunna dra vetenskapliga slutsatser baserat på empiri som följer narrativet, tar rapporten fäste i två teoretiska utgångspunkter - Mary Douglas teori om renhet och fara samt Erving Goffmans om stigmatisering. Båda är relevanta för att förstå såväl varför ett drev kan uppstå riktat mot en individ, som varför specifika påföljder sker och vilka metoder man kan bruka för att lyckas ta sig ur det. Studien är utförd med en kvalitativ metod och grundar sig i en abduktiv ansats, som... (More)
- Denna studie syftar till att undersöka hur cancelleringsprocesser ser ut i samband med skandaler för influencers och hur de utvecklas under tidens gång. Detta görs i form av en fallstudie, närmre specifikt skandalfallet med Margaux Dietz som inträffade år 2022. För att kunna dra vetenskapliga slutsatser baserat på empiri som följer narrativet, tar rapporten fäste i två teoretiska utgångspunkter - Mary Douglas teori om renhet och fara samt Erving Goffmans om stigmatisering. Båda är relevanta för att förstå såväl varför ett drev kan uppstå riktat mot en individ, som varför specifika påföljder sker och vilka metoder man kan bruka för att lyckas ta sig ur det. Studien är utförd med en kvalitativ metod och grundar sig i en abduktiv ansats, som är ett vanligt förekommande tillvägagångssätt för att sammankoppla empiri vid fallstudier. Det empiriska materialet har samlats in genom observationer och dokumentstudier och resultaten har påvisats genom en grundlig narrativ analys. Resultaten antyder att cancelleringsprocessen består av ett antal på varandra följande faser, där en handling som samhället anser är en tabuöverträdelse inleder processen. Väl när detta är gjort finns ingen möjlighet till återvändo, utan drevet tar fart i form av försvars- och attackåtgärder och processen fortlöper. Cancelleringsprocessen i sin helhet blir en slags mekanism för att upprätthålla sociala förväntningar och standarder - och särskilt kraftfullt kan det bli om den cancellerade tidigare varit “hjälte”, då denne nu ses som “skurk”. Tabuöverträdelsen kan resultera i oproportionerliga påföljder med tanke på rådande digitala era, där sociala medier möjliggör global spridning väldigt fort. Det konstateras att människan är en rituell varelse och att cancelleringsprocessen kan ses som en ritual, där dess faser fortlöper och konsekvenser sker för att upprätthålla cancelkulturen och specifika standarder. Den cancellerades enda möjlighet att lyckas återvinna förtroende är att ge situationen tid, i form av att låta processen ha sin gång, men även påvisa ansträngning. Cancelleringsprocessen kan förstås utifrån tre perspektiv, nämligen ett samhälleligt, ett marknadsföringsmässigt och ett humanistiskt, vilket ger utredningen såväl nyans som substans. Avslutningsvis konstateras det att dagens moralism tar sig uttryck på detta vis, där makten ligger i publikens händer - en publik som dessutom kan vara granskande, global, glödande och gränslös. (Less)
- Abstract
- This study aims to investigate the dynamics of cancellation processes in relation to scandals involving influencers and how they evolve over time. It is conducted through a case study, specifically focusing on the scandal involving Margaux Dietz that occurred in 2022. In order to draw scientific conclusions based on empirical evidence that aligns with the narrative, the report adopts two theoretical frameworks - Mary Douglas’ theory of purity and danger, and Ervin Goffman’s theory of stigmatisation. Both theories are relevant in order to understand why a mob can form targeting an individual, as well as why specific consequences occur and what methods can be employed to successfully navigate through it. The study is conducted using a... (More)
- This study aims to investigate the dynamics of cancellation processes in relation to scandals involving influencers and how they evolve over time. It is conducted through a case study, specifically focusing on the scandal involving Margaux Dietz that occurred in 2022. In order to draw scientific conclusions based on empirical evidence that aligns with the narrative, the report adopts two theoretical frameworks - Mary Douglas’ theory of purity and danger, and Ervin Goffman’s theory of stigmatisation. Both theories are relevant in order to understand why a mob can form targeting an individual, as well as why specific consequences occur and what methods can be employed to successfully navigate through it. The study is conducted using a qualitative method and builds upon an abductive approach, which is a commonly used approach for connecting empirical evidence in case studies. The empirical data has been gathered through observations and document analysis, and the results have been demonstrated by carrying out a thorough narrative analysis. The findings suggest that the cancellation process consists of a series of sequential phases, initiated by an action perceived as a taboo violation by society. Once this action has taken place, there is no possibility of reversal, and the mob gains momentum through defence and attack measures, perpetuating the process. The overall cancellation process serves as a mechanism to uphold social expectations and standards, and it can be particularly powerful when the cancelled individual who previously was regarded as a “hero”, now is seen as a “villain”. The violation of taboos can result in disproportionate consequences in light of the current digital era, where social media enables rapid global dissemination. It is recognised that humans are ritualistic beings, and the cancellation process can be viewed as a ritual, where its phases progress and consequences occur to uphold cancel culture and specific standards. The cancelled individual’s only chance to regain trust is to allow time for the process to unfold while also demonstrating effort. The cancellation process can be understood from three perspectives, namely a societal one, a marketing-oriented one and a humanistic one, providing the investigation with both nuance and substance. Finally, it is acknowledged that contemporary moralism manifests in this manner, where power lies in the hands of the audience - an audience that can be scrutinising, global, fervent and boundless. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9131814
- author
- Silver, Emma LU ; Ekelund, Matilda LU and Claesson, Filippa LU
- supervisor
- organization
- course
- FEKH29 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- cancelkultur, cancelleringsprocess, renhet, smuts, tabu, ritual, stigma
- language
- Swedish
- id
- 9131814
- date added to LUP
- 2023-08-30 12:26:02
- date last changed
- 2023-08-30 12:26:02
@misc{9131814,
abstract = {{This study aims to investigate the dynamics of cancellation processes in relation to scandals involving influencers and how they evolve over time. It is conducted through a case study, specifically focusing on the scandal involving Margaux Dietz that occurred in 2022. In order to draw scientific conclusions based on empirical evidence that aligns with the narrative, the report adopts two theoretical frameworks - Mary Douglas’ theory of purity and danger, and Ervin Goffman’s theory of stigmatisation. Both theories are relevant in order to understand why a mob can form targeting an individual, as well as why specific consequences occur and what methods can be employed to successfully navigate through it. The study is conducted using a qualitative method and builds upon an abductive approach, which is a commonly used approach for connecting empirical evidence in case studies. The empirical data has been gathered through observations and document analysis, and the results have been demonstrated by carrying out a thorough narrative analysis. The findings suggest that the cancellation process consists of a series of sequential phases, initiated by an action perceived as a taboo violation by society. Once this action has taken place, there is no possibility of reversal, and the mob gains momentum through defence and attack measures, perpetuating the process. The overall cancellation process serves as a mechanism to uphold social expectations and standards, and it can be particularly powerful when the cancelled individual who previously was regarded as a “hero”, now is seen as a “villain”. The violation of taboos can result in disproportionate consequences in light of the current digital era, where social media enables rapid global dissemination. It is recognised that humans are ritualistic beings, and the cancellation process can be viewed as a ritual, where its phases progress and consequences occur to uphold cancel culture and specific standards. The cancelled individual’s only chance to regain trust is to allow time for the process to unfold while also demonstrating effort. The cancellation process can be understood from three perspectives, namely a societal one, a marketing-oriented one and a humanistic one, providing the investigation with both nuance and substance. Finally, it is acknowledged that contemporary moralism manifests in this manner, where power lies in the hands of the audience - an audience that can be scrutinising, global, fervent and boundless.}},
author = {{Silver, Emma and Ekelund, Matilda and Claesson, Filippa}},
language = {{swe}},
note = {{Student Paper}},
title = {{Att bli cancellerad i den digitala eran}},
year = {{2023}},
}