A recent study by researchers from Mapúa University has shed light on the intricate dynamics of cancel culture among Gen Z in the Philippines. The study, published in the journal Acta Psychologica, explores the factors influencing young people’s participation in cancel culture. Utilising the frameworks of belief in a just world (BJW) and the theory of planned behaviour (TPB), the research provides comprehensive insights into the attitudes and behaviours of Gen Z regarding cancel culture.
Cancel culture, defined as the practice of publicly withdrawing support from individuals or organisations, particularly on social media, has been a contentious topic globally. Originating from African American empowerment movements in the 1950s and 1960s, it has evolved into a tool for social justice, as well as a subject of criticism for potentially promoting virtue signalling. Proponents argue that it empowers marginalised groups by holding powerful individuals and entities accountable, while critics warn it can lead to oversimplification and cyberbullying.
Gen Z, individuals aged 11 to 26, is noted for its digital savviness and social awareness. The study conducted by Cheselle Jan L. Roldan, Ardvin Kester S. Ong, and Dhonn Q. Tomas, involved 677 respondents from this demographic. It became clear that Gen Z’s attitudes towards cancel culture, subjective norms, and perceived behavioral control have a significant impact on their participation in it. Interestingly, BJW, which posits that people get what they deserve, did not directly impact their participation in cancel culture but had a reverse effect on their intention to participate.
The study’s findings indicate that 97% of Gen Z participants are likely to unsubscribe or unfollow accounts, and 94.68% will block or mute accounts as their primary methods of cancelling. Facebook, Instagram, and YouTube emerged as the top platforms where these activities occur, with usage rates exceeding 94%.
The results also showed that while BJW positively influences attitudes, subjective norms, and perceived behavioural control towards cancel culture, it has a negative effect on the intention to engage in cancelling behaviour. This suggests that a higher belief in a just world reduces the likelihood of planning to cancel someone.
For businesses, the study underscores the importance of understanding the cancel culture dynamics to better manage brand reputation. As cancel culture can significantly impact public perception, businesses are advised to address issues transparently and promptly. A sincere apology and actionable plans for improvement can mitigate the adverse effects of cancel culture.
Policymakers can leverage these insights to develop regulations that promote accountability while protecting individuals from potential online abuse. Encouraging fair and just practices in online behaviour can help balance the power dynamics between the accuser and the accused.
The study highlights the need for further research into cancel culture, particularly exploring its long-term effects on social behaviour and the efficacy of different strategies in managing its impact. Future studies could also expand the geographical scope and include other demographic groups to gain a more comprehensive understanding of cancel culture’s global influence.
