Discuss Cancel Culture as social phenomenon (rather than debate) using critical discourse analysis.

MA DIGITAL MEDIA DISSERTATION PROPOSAL
Dissertation Project
15,000-word Dissertation, using Harvard referencing, with a strong research question,
bibliography and abstract.
Proposed Topic
Discussing Cancel Culture as social phenomenon (rather than debate) using critical discourse
analysis.
What is cancel culture, and what is it doing in a rhetorical field (political rhetoric). Discussing the
circulation of the term in pop culture and media. Freedom of speech discourses. Must be media
specific – why cancel culture and why now – as a product of the media environment.
What is the discourse? Why does the discourse exist? What is the purpose and what are the aims
of the discourse? When did the discourse take place? Where did it happen? Who participated in
the discourse? Who created it and who consumed it? What does the discourse say about society in
general? How is meaning being conveyed in the context of the discourse?
A culture war, using political talking points of contestation (i.e. Putin mentioning cancel culture
from the west: https://www.theguardian.com/world/2022/mar/25/putin-says-west-treatingrussian-culture-like-cancelled-jk-rowling) which can be a key discourse statement. Implications,
implosion of public figures and shaming/exposure and how the media environment
enabled/caused this. Compare with ‘Moral Panics’ theory by Stuart Hall.
Create an informed discussion. With an academic framework, including sociology, and social
media perspective/social media platform studies and how online community’s work. Use journals,
articles and perspectives. Include an ideology of how ideas such as values and beliefs are shared
using language (like in political speeches).
Some example titles I was working towards: a better research question needed.
• To what extent has cancel culture contributed to online media narratives and what are the
social and political impact of the social media phenomenon?
• Discussing the results of cancel culture by wiping history, muting expression and
boycotting freedom of speech in the toxic online space.
• Has activism been appropriated? An analysis into cancel culture and whether the
movement has served a positive or negative role in society.
Dissertation, Project or Project Proposal Description
I would like the thesis to discuss cancel culture as a concept with sub-themes that recognise
political, social and cultural themes as a discourse.
These themes may include:
• The currency of ‘outrage:’ 1
o Everything is subject to scrutiny with action and intent
o ‘Outrage Fatigue’ and the Oppression Olympics
• The Choir Effect and Mob Behaviour (is retweet culture killing our free will?)
• The appearance of ‘Free Speech’ with Shadow banning and censorship
o “Freedom is a two-edged sword” with liberty and responsibility 2
• Anti-social media: negativity and toxic platforms, with hints of dopamine and addictive
qualities (is News Affective Disorder costing our health?)
3
• Positive effects from negative press, “All publicity is good publicity” – hardwired for
narratives and stories – STEPPS4 marketing technique
• Intolerance against competing viewpoints and digital accountability practice5
• Outrage-Mongers: including cross comparing Piers Morgan’s autobiography ‘Wake Up’
6
and how this highlights the ‘Halo Effect’ 7of perfection online
• Fake news and propaganda:
o Assigning a blame narrative: Victims become heroes (Molly-Mae and the 24 hours
in a day: https://www.nationalworld.com/news/people/what-did-molly-maehague-say-love-island-stars-24-hour-comments-from-steven-bartlett-interviewAll references I would like included in the dissertation: 1 Charles, A., 2020. Outraged. New York: Bloomsbury Publishing.
2 Jeftovic, M., 2020. Unassailable: Protect Yourself from Deplatform Attacks. p.8.
3 Zada, J., 2021. Veils of Distortion: How the News Media Warps Our Minds. p.116.
4 Berger, J., 2013. Contagious. New York: Simon & Schuster Audio, pp.124, 33, 10.
5 Dantzler Corbin, K., 2021. Cancel Culture: A Modern form of Ostracism. pp.25-57.
6 Morgan, P., 2020. Wake Up: Our Eyes Have Been Opened. We Must Never Close Them Again. HarperCollins Publishers.
7 Mathers, V., 2021. Celebrities and Cancel Culture: Biographies of Stars Called Out on Social Media. pp.167-178.
explained-3518584) through the Villain-Victim-Hero storytelling formula
• ‘Google Marxism’ and cancel culture as the modern panopticon (the Streisand effect)
• Conducting ethnographic research and critical discourse analysis of message boards/data
forums/commentary threads such as https://tattle.life online for qualitative, nuanced
discussions and in-depth interactions. These can be compared to hate speech and #trends
on social media.