In the current generation, increasingly connected through social media, the phenomenon of viral culture has become an unavoidable force. From social media challenges like TikTok to trends on Twitter (X), we explore how viral culture not only reflects collective desires but also influences our thinking patterns, behaviors, and even our social values.
With the presence of viral culture, it can quickly and briefly elevate ordinary people to celebrities with the viral content they create. We can take the example of Norman Kamaru, a policeman who parodied Indian dancing songs. He immediately became famous until he was expelled from the police to become a celebrity.
Not only does it suddenly increase in popularity by going viral, but on the one hand, social media can also fall suddenly. One thing that is widely discussed is Cancel Culture. It is essential for everyone, including brands, to have a thorough understanding of it. Cancel culture can affect anyone at any time and has the potential to significantly harm their business.
The Phenomenon of Cancel Culture
The term cancel culture began to emerge around the early 21st century, coinciding with the presence of social media such as Facebook and Twitter. Its origin stems from a popular term in Chinese known as “renrou sousuo,” or “human flesh search”. Cancel culture regained popularity following the Harvey Weinstein in 2020, a Hollywood producer, after the exposure of sexual harassment cases.
The Weinstein case, which sparked the digital #MeToo movement, appeared to inspire global awareness regarding the significance of every individual’s voice, or in this instance, netizens in the digital realm, to collectively amplify many voices when something ‘wrong’ occurs.
In the #MeToo movement, the term ‘cancel culture’ is interpreted as the cessation of support for individuals who make inappropriate comments or engage in unacceptable behavior by boycotting their work.
The main focus of this cancel culture phenomenon is public figures, such as celebrities and politicians, who are involved in sexual harassment, racist behavior, or derogatory remarks towards certain genders. Currently, public figures seem to not be allowed to make any mistakes, whether in their current or past lives.
This includes mistakes that have occurred in the past, and this is the essence of the widespread cancel culture among netizens worldwide. The influence of cancel culture is increasing in several countries, including the United States, South Korea, and even Indonesia.