You are Cancelled: Virtual Collective Consciousness and the Emergence of Cancel Culture as Ideological Purging

Social networking platforms were originally conceived to enable individuals to engage in various forms of online interactions. As social networking sites robustly permeated different facets of society, they have been commonly grouped under the more generic term “social media.” Social media has become a powerful force in contemporary life, paving the way for the rise of digital participatory cultures and social movements. More recently, the culture of cancellation has entered the vernacular of digital culture, primarily targeted at public figures who break the loose norms of social acceptability. Specifically, cancel culture is a form of public shaming initiated on social media to deprive someone of their usual clout or attention with the aim of making public discourse more diffused and less monopolized by those in positions of privilege. Conversely, cancel culture has also been framed as a form of intolerance against opposing views. In this essay, I unpack the nuances and implications of cancel culture through Neil Alperstein’s concept of “virtual collective consciousness.” In Southeast Asia, particularly the Philippines, cancel culture has become more demonstrable on social media. I will use a case study of a public figure from the Philippines who has been subjected to cancel culture in order to examine the complexity of this social phenomenon.