Cancelado! Um estudo exploratório do fenômeno do cancelamento sob a ótica das relações públicas

Abstract

In the context of technological evolution, the internet has become widely popular, and the development of new communication technologies has had a significant impact on societal behaviors and culture. Therefore, the focus of this study is on the phenomenon of cancellation and the role of public relations in the online social media landscape. The selected objects of study are the major instances of public figures being canceled on digital social networks in the years 2019, 2020, and 2021, along with the public relations strategies that can be employed within this context. The research problem aims to answer the question: 'What are the characteristics of the cancellation phenomenon, and what role do Public Relations play in this context?' The overall objective is to identify the characteristics of the cancellation phenomenon and gain an understanding of the role of public relations in cancellation cases. The specific objectives are to: map the primary instances of cancellation from 2019, 2020, and 2021; provide context for the cancellations and the underlying motivations in each case; analyze commonalities and the frequency of these characteristics among the mapped cases; and determine if there is a pattern to the cancellation phenomenon. The research methodology involves a triangulation of methods and techniques, including bibliographic research, exploratory research, covert and non-participatory observation, and structured asynchronous interviews. Throughout the study, several observations were made: the cancellation phenomenon is closely linked to self-exposure; individuals can face multiple cancellations for various reasons; making unstrategic statements worsens the situation and can lead to further cancellation; cancellation significantly impacts the reputation of public figures and can result in financial losses; public relations professionals are well-equipped to handle crises due to their political function, making them the most qualified to address the cancellation phenomenon; and there are several strategies that can be implemented. Furthermore, as a means of contributing to the still emerging discussion on this topic, this research proposes the concept of the Cancellation Cycle and presents ten strategies for effectively managing this cycle.