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Crimmins, Vicki (2022) An investigation into Cancel Culture’s effect on brand reputation and future collaborations and partnerships in the Irish advertising and broadcasting industry. Masters thesis, Dublin, National College of Ireland.
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Abstract
Cancel Culture has become a social phenomenon and gained major attention within the last few years in the media and social media. The surge of social media has resulted in traditional boycotting to take place in new age on social media and adopting the phenomenon of Cancel Culture. Social media has allowed users to become more aware of the activity brands take part in online and perceptions of a brand on social media have shaped to be important in the digital age. Cancel Culture is a collective strategy using social pressures to achieve cultural ostracism of individuals who are suspected of being offensive (Norris, 2021). Many brands have been a victim of Cancel Culture and been exposed to scrutiny online which can jeopardize their reputation and future activities as a brand. Cancel culture is a form of public shaming on social media which aims to deprive someone of their customary clout or attention in order to spread public debate and make it less monopolized by those in positions of power (Velasco, 2020). In the event of being cancelled it can be difficult for a brand to rectify the scrutiny they are facing online and hard to control threads and discussions that are taking place on social media as users have the power to cancel a brand, they perceived of wrongdoing.
The purpose of this study is to determine the effect Cancel Culture has on a brands reputation and in future collaborations and partnerships in the Irish advertising and broadcasting industry. This dissertation aims to explore the thoughts and feelings of hiring managers in the advertising and broadcasting industry to understand their perceptions of Cancel Culture. This dissertation aims to develop an understanding of how the perceptions of a brand are on social media in the aftermath of being cancelled and how it influences their decisions. Additionally, the research aims to explore the actions brands can take in the aftermath of Cancel Culture to rectify their perceptions amongst upset social media users. Existing academia provides a foundation for researchers providing in-depth knowledge of the phenomenon of Cancel Culture. The existing research also highlighted gaps in research regarding the aftermath of Cancel culture and its effect on brands future activities which the researcher aims to tackle.
The primary source of consideration for this study was determined to be qualitative primary research using an inductive technique, with academic secondary research serving as a foundation. An interview process of five semi structured interviews which was then analyzed through an inductive approach which allowed the researcher to collect and analyze data to draw up efficient findings for the dissertation. The findings highlighted how Cancel Culture affects a brand’s reputation and accountability is demanded from individuals who belief the brand in question has done wrong. In relation to partnerships and collaborations in the advertising and broadcasting industry it was evident that brands need to change their ethos and clearly show they have taken the correct steps to rectify their wrongdoing. Further in-depth research took place in the findings and discussion chapter of the dissertation and areas of potential research in the conclusion and recommendations chapter.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Macdonald, Robert UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Branding H Social Sciences > HF Commerce > Business Ethics H Social Sciences > HF Commerce > Marketing H Social Sciences > HF Commerce > Marketing > Public Relations |
| Divisions: | School of Business > Master of Science in Marketing |
| Depositing User: | Tamara Malone |
| Date Deposited: | 13 Apr 2023 13:28 |
| Last Modified: | 13 Apr 2023 13:28 |
| URI: | https://norma.ncirl.ie/id/eprint/6441 |
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