Marcas, estratégias de comunicação e a cultura do cancelamento

Abstract

The present work aims to understand the dynamics of cancel culture and its effects, especially in the context of brands and their communication strategies. To this end, the research presents an exploratory-qualitative bias. Initially, with the bibliography, the theoretical basis comprises a chapter on virtual lynching, dealing with studies of cancel culture in the search for an understanding of this contemporary appearance. Next, we reflect on the challenges surrounding ethics and brands, especially faced in the context of advertising communication in the digital era. Finally, an analysis is presented based on the approach of two brands as case studies: Balenciaga and Bis, which suffered the impact of cancel culture through their communication choices. In this way, the analysis involves a look at brand communication strategies and current cancellation controversies. At the end of the study, it is possible to identify that the communication strategies adopted by the brands that faced the boycott were chosen delicately, such as the use of children's advertising and involvement in polarized political disputes. It is essential for brands and advertising communication to have an ethical and transparent approach towards the consumer, with a close eye on topics sensitive to the moment society is experiencing, in addition to seeking to reverse image crises due to cancellation quickly and effectively. [resumo fornecido pelo autor]