| Titre : |
The shortcomings of cancel culture : How the controversy around the movie Cuties reveals the shortcomings of cancel culture? |
| Type de document : |
Mémoire |
| Auteurs : |
Marion SIMART, Auteur |
| Année de publication : |
2021 |
| Importance : |
29 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
FILM D'ENTREPRISE ; CULTURE ORGANISATIONNELLE ; CINEMA ; CINEMA SECTEUR
|
| Résumé : |
This study aims to investigate the topical and growing digital phenomenon called cancel culture. By analyzing the case of cancelation of the movie Cuties released in the United States by Netflix in 2020, this paper opens reflections on the potential dangers cancel culture can generate. This study is a qualitative research based on a netnography and a media analysis. It reveals how the usage of social media play a major role in cancel culture, and how the resulting fast-paced aspect of our society empowered marketing, scaling up its consequences. Thus, this paper reminds the increasing importance of cultural adaptation and sensitivity to topical and societal subjects in marketing. The case studied is highly paradoxical on various aspects. A film carrying a feminist and progressive message directed by a black woman is quite far from the common type of victims of canceling. The film was also caught in its own trap, suffering from the use of sexualization in its marketing while wanting to denounce hypersexualization. The paradoxes behind this case reveal the dangers of cancel culture, when it comes to act before thinking, analyzing, or researching. It also shows that the canceling mechanism can be instrumentalized to any end, sometimes going against progress and weakening public debate. Finally, this paper questions the use of calling-in instead of calling-out and calls for nuance when using the phrase “cancel culture”. It also calls for new reflections and adaptations to be made in order to preserve democracy in the age of social media. Although previous studies investigated the role of social media in democracy or the birth of cancel culture, this study is among the first to focus on cancel culture and its shortcomings. |
| Programme : |
MSc Digital Expertise for Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538585 |
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The shortcomings of cancel culture / 2021 
