Blame, then shame? Psychological predictors in cancel culture behavior

Abstract

‘Cancel culture’ is defined as the withdrawal of support for individuals who have acted in a way deemed to be unacceptable or problematic related to social media, viewership, or the purchase of products or services. This exploratory study utilized qualitative personal interviews, then quantitative testing including linear regressions, neural network associations and hierarchical decision tree outcomes to profile psychological behaviors related to this controversial topic. ‘If accused, must apologize immediately’ was the key significant predictor of overall involvement in cancel culture. Additionally, those who demand an apology are more likely to be politically liberal and identify with feminine gender traits. There is an association among a need to know more about a person’s character before making judgment; requiring debate among diverse perspectives; then forgiving those who learn from mistakes. Those who do choose to ‘cancel’ want an apology, then decide to assess personal character for those who commit immoral, illegal or unethical acts. There is a call for accountability, with the understanding society needs a social consensus on moral behavior. These findings present an opportunity to develop thoughtful dialogue among individuals, corporations, organizations and institutions. The effect on society through both medium and narrative are discussed.