Understanding “Cancel Culture,” And How To Handle It.
Amazon? #canceled. JK Rowling? #canceled. 2020? Also #canceled.
From major corporations and celebrities to the average person in a Twitter feud, it seems anyone can fall prey to this ambiguous, moving bullseye known as “cancel culture.”
Defined by Merriam-Webster as the “removal of support of brands or public figures in response to their objectionable behavior or opinions,” “cancel culture” may seem like the dreadful doom of the digital era to anyone caught in the crossfire. After all, we currently experience an attention economy, and to quote Lisa Nakamura, a professor in the Department of American Cultures at the University of Michigan, “when you deprive someone of your attention, you’re depriving them of a livelihood.”
How a random viral hashtag has the power to destroy someone’s career or make a brand lose entire audiences and steady profits may seem truly complex, unpredictable, and overwhelming — but don’t let the latest internet lingo scare you.
To handle “cancel culture,” here is what you need to understand:
The concept at the core of social media’s latest phenomenon is nothing new — boycotting a company’s goods or service until reparations are made, for instance, is a measure that has long been used to demand accountability for an entity’s actions, way before the internet was a thing. Now, “cancel culture” claims to reach for the same end goal, with its instigators patting themselves on the back for doing their part in the current wave of “social justice activism.” Just over the last decade, the voiceless in society have found a unique, powerful ground on social media to be outspoken, call-out, and bring awareness to any and all discriminatory practices — just consider the monumental power of the #MeToo movement, for example.
Though, while boycotting presumed consumers would return, provided apologies and actions towards change, social media is far less forgiving — if you are “canceled,” you’re cast into exile. Somewhere between the collision of political correctness and free speech, this grey concept and the flurry of communication that stems from it paints everything black and white, leaving no room for different opinions or redemption on the internet. “Cancel culture’s” greatest critics will point out it is nothing more than a catch-all phrase used in a wide array of contexts and intensities, that rather than raise activism to another level, stoops lowly into acts of public-shaming and modern-day witch hunts, eliminating debate altogether.
Yet, it seems that just as quickly as someone gets #canceled, someone new gets the target on their back, and the first one is forgotten. Kevin Hart, Taylor Swift, and Louis CK continued to sell-out tours, Amazon remains a billion-dollar business, and 2020 mercilessly carried on. While the effects vary case by case, the most compelling cases of cancelation that have caused irreparable damage are backed by legal persecutions (Harvey Weinstein or Bill Cosby come to mind).
This leads us to the last point to understand, in tandem with this so-called online culture, which is the pressure brands and businesses have increasingly undertaken on social media to become more politicized. Showing support by posting a black square in solidarity with the BLM movement, for instance, won’t suffice in this cut-throat environment if both the current and past actions of said brand don’t match the sentiment. At the risk of hypocrisy, criticism, loss of respect, and all the negative associations the word “canceled” now brings up, it may seem that the only way to avoid a PR nightmare such as a cancellation is to remain voiceless on these matters. But even then, social media won’t allow for that either, since the pressure is to be vocal about one’s socio-political values. Paradoxical, isn’t it? “cancel culture” advocates withdrawing attention, inevitably doubling it back onto itself, negatively.
How, then, should a brand respond to getting “canceled”? Here are some suggestions:
First, LISTEN; Given the very nature of social media discourse as it is found today, ignoring or dismissing the rising uproar for you or your brand to get “canceled” is the same as being complicit, from the accuser’s perspective. This will only give more power to the cancelation outcries.
In listening, you may find that the criticism is not just happenstance, but a sign that something said or done was not well received. Even if you disagree with the criticism, see this not as a threat, but as an opportunity to strengthen the relationship with your audience; to understand what they are experiencing or perceiving is imperative in any venture, and especially in communicating effectively.
Then, RESPOND WITH HONESTY; Make sure to address the situation quickly. Acknowledge the complaints brought up, without making excuses to get out of trouble. Blaming “cancel culture” itself is unproductive, even if justified because it is a red herring that deviates the debate from the issues at hand.
Instead, by acknowledging that there are some underlying issues, you are demonstrating a willingness to take accountability, even if your eventual goal is to swerve it. Take the chance to communicate and remind the public of your brand’s core values. What is it that you believe in or stand for? This will be important leading up to the next step:
DIGEST THE PROBLEMS; Comedy writer and producer Megan Amram, for example, went on a hiatus from social media for a few months this year after getting “canceled” in response to some dated tweets deemed racist. Taking this time to thoroughly reflect on her words and privilege, she returned at the end of the summer to acknowledge the prejudices she’s always strived to unlearn, plus committed herself financially to support various foundations and charities.
While a business might not be able to afford to take as much time as Amram to do some deep self-assessment, it is helpful to recognize the benefits of reflecting whether the values you preach are aligned with your actions. While, with time, the hot seat will pass onto someone else, realize that in the aftermath of your initial response, showing an actual commitment to do better may earn you greater respect in the long term. If possible, take some time to make the necessary changes so that your behavior matches the messages you communicate.
This way, instead of playing into the exile and reinforcing the toxicity of this elimination game, your efforts will position you closer to your audience and encourage the forgiveness this sordid phenomenon loses track of too easily.
