Online cancel culture is fueled by strongly-held political beliefs
People whose identities are strongly defined by political beliefs are more likely to engage in online cancel culture, new research finds. From a survey of around 460 people, researchers found that the desire to show off one's moral beliefs (virtue signaling) and the urge to correct what they see as others' incorrect views (social vigilantism) also explain how intensely people engage in cancel culture. This study focused on the effect of cancel culture on brands rather than individuals.
Journal/conference: Acta Psychologica
Link to research (DOI): 10.1016/j.actpsy.2024.104140
Organisation/s: AUT University
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Expert Reaction
These comments have been collated by the Science Media Centre to provide a variety of expert perspectives on this issue. Feel free to use these quotes in your stories. Views expressed are the personal opinions of the experts named. They do not represent the views of the SMC or any other organisation unless specifically stated.
Dr Jessica Vredenburg, Senior Lecturer, Marketing, AUT University; and author of this research