Cancelamento na cultura do consumo: uma revisão bibliográfica.

Abstract

In consumer culture, "cancellation" represents an individualistic approach to highlighting mistakes without necessarily instigating changes in the broader societal framework shaped by interactions among users on digital social networks. This study aims to delve into how the phenomenon of cancellation intersects with consumer behavior and its evolution into practices associated with hate speech. To achieve this, we propose conducting a literature review, using a narrative approach, to facilitate a more comprehensive critical analysis and interpretation in knowledge construction. Additionally, we will briefly examine people's reactions to the music video "Strawberry Field" by pop singer Luísa Sonza as an illustrative example of this phenomenon's evolution. From this perspective, cancellation in consumer culture emerges as a confrontational and often violent movement intertwined with elements of hate speech. This trend tends to disproportionately affect women and other marginalized groups in online spaces. Paradoxically, it can also amplify the visibility of the content being targeted, ensuring that artists, brands, and products continue to be at the center of trending discussions, even amidst the presence of haters.