Speaking Up in the Cancel Culture Era

Abstract

In an era where social media serves as a powerful platform for public discourse, cancel culture has emerged as a significant force. This thesis investigates the impact of cancel culture on corporate communication, employee identity alignment, stakeholder engagement, and brand perception, focusing on the nuanced dynamics within corporate social advocacy. This research explores: To what extent does cancel culture affect organisational communication and decision-making processes, and how do companies navigate the fine line between socially responsible corporate communication and the fear of stakeholder alienation?

Through qualitative analysis, involving 16 semi-structured interviews with key personnel from a big media company in Norway, this thesis reveals that genuine and transparent corporate social advocacy efforts are crucial in building trust and loyalty among stakeholders. Companies must strategically align their corporate social advocacy initiatives with core values and stakeholder expectations, ensuring that advocacy for social issues is perceived as authentic and sincere. The findings underscore the importance of proactive communication strategies and the need for clear, honest, consistent messaging. Transparent internal and external communication is vital in managing stakeholder perceptions and fostering longterm relationships. Internal communication fosters employee alignment with corporate social advocacy goals, while external communication enhances stakeholder trust and engagement. This research contributes to theoretical frameworks on cancel culture, corporate social advocacy, identity theory, brand equity, brand loyalty, and stakeholder theory, providing practical insights for organisations navigating the complexities of cancel culture.

In summary, this thesis emphasises the importance of strategic communication and stakeholder engagement in managing cancel culture challenges, promoting a corporate social advocacy approach that supports organisational values and stakeholder expectations to maintain brand equity and loyalty.

Keywords: Cancel Culture, Boycott, Corporate Social Advocacy (CSA), Social issues, Stakeholder Theory, Identity Theory, Brand Loyalty, Brand Equity, Transparent Communication, Communication strategies, Internal Communication, External Communication