CANCELLATION CULTURE
With cancel culture, are we educating, punishing, or cutting ties for good?
Brands can adopt more positive stances when dealing with creators who experience cancellation, but there is a need for change. certain limits.
When you do a quick search for the term “cancellation” on Google, the results point in the same direction: exclusion of individuals.
“I'm not in favor of cancellation in the way it is. done today. First it was educational, then punitive, and now it aims to erase people's history,? says Raphael Dagaz, CEO of Dagaz Influencer.
The research “The Consumer of the Future 2020-2021” from WGSN, released in 2018, has already had predicted the wave of hate that would rise on the internet.
Well defined by the influencer marketing specialist, cancellation presents itself in at least three ways.
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The educational process, as the first, which can be interesting, if it raises debates about urgent and necessary issues.
The second, as punitive process, empties the previous process of meaning, since many “cancellers” they are mere reproducers of teachings of the social culture from which they originate.
But, of course, you already You must have seen a number of times when a personality loses sponsorship, partners and followers after making a mistake, in addition to all the virtual lynching.
And sometimes these events culminate in the personality deleting their social networks, indefinitely. This is This is the third face of this social phenomenon: literally, exclusion.
At this point, only the error has resonance. The entire “canceled” can, and sometimes will, be completely ignored.
Cancellation also has a direct impact on brands, since they occupy space within social processes, and their consumers want to see them as active agents in these processes.
In other words, there will be charges on companies, yes! Brands that don't take a stand can see all their awareness-raising work disappearing, because they start to lose the credibility they built. which is only cut the partnership with the canceled creator?
Brands can and should do more! Starting campaigns on social media, raising debate about the issues in question, but not just that.
There is an element of social responsibility, which falls on brands. É An active stance in the face of cancel culture is expected.
When the content creator kept his image intact, brands were interested in amplifying their speeches through him.
So , why not use the moment strategically, to continue to reinforce your affirmative speeches, but now supporting creators who translate these agendas in order to educate society about such issues?
Brands need to reflect on how to carry out educational actions both for society and for the content creator.
Show that they care, that they recognize that deconstruction is important. It's a long process, and they are willing to contribute to the development of that creator.
So brands have to support everyone?
There are There is also the other side of the coin: defending the indefensible. Brands do need to worry about who represents them and understand that there is limits of what can actually be “uncanceled”.
We cannot forget the moment experienced by the entire Flow Podcast team a few years ago. a few weeks ago, in which the co-host tries to justify the existence of Nazi parties with the fact that we are politically governed by a democratic state.
When a crime, of this and other natures , is committed, the cancellation not only appears as another version of violence, but also does not resolve the issue.
Raphael Dagaz remembers that, for cases like this, there are specific skills that investigate and punish canceled-criminals based on the Law.
The CEO of the creator agency concludes: “If you don’t do more sense, it is only we stop consuming that creator's content.?