Zoe M. Schneider
GEMB M.A. Candidate
Berklee Valencia
June 15th, 2019

Tools for Navigating Public Relations
in a “Cancel Culture” Climate

In today’s social landscape, consumers expect that artists not only create enjoyable
content, but also socially represent and advocate for the greater community’s social interests.
Digital platforms provide fans, brands, and public figures an opportunity to directly interact,
meaning success is not only dependent on the quality of content, but the personality and identity
of the creator, as well. In recent years, there have been numerous instances of public outrage in
response to political views expressed, behaviors exhibited, or beliefs held by public figures.
Disapproval from the public often results in financial ramifications, as well as irreconcilable
damage to the public figure’s reputation. During this phenomenon, known as “Cancel Culture”,
betrayal in the eyes of the general public can be career killing, and the smallest social misstep
has the potential to result in immediate disengagement from fans and consumers.
“Cancellation” is not the most effective way to inspire heightened social consciousness,
because it does not provide opportunity for offenders to reconcile mistakes and evolve, or for
constructive dialogue to occur. With Cancel Culture affecting brands, businesses, and celebrities
alike, the following has been constructed to serve as a resource for achieving and sustaining
publically approved levels of social consciousness, to avoid criticism and being “canceled”. This
position has been developed after meticulous study of the psychology of individualism and
collectivism, and case studies on notoriously positive and negative public response to specific
beliefs or behaviors practiced by public figures. I consulted entertainment industry experts
practiced in empowering their celebrity clients to maintain healthy public relations, discussing
the process of Realization, Reconciliation, and Healing. Celebrities, businesses, and brands play
a role in the growth of social global awareness. In questioning their social responsibilities, we
will navigate the public perception of social awareness, exploring tools to regain public trust and
avoid the pitfalls of “cancel culture”.

	
  

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What is Cancel Culture?
“Cancel Culture”, often referred to as “Call Out Culture”, is the downfall of a
celebrity, brand, or business due to the outcry of an activist demographic of consumers in
response to behavior commonly considered socially distasteful. In response to offensive conduct,
members of the general public become campaigners, loosely organizing to cause damage to the
perpetrator’s career, reputation, or revenue.
It is necessary to respond to bigotry, but the “Cancel Culture” approach fails to consider a
shared experience amongst humans: our beliefs and opinions are formed over time and are often
subject to change. Ideologies evolve over the lifetime of a person, and without an environment
that fosters conversation and education; there is less opportunity for us all to experience personal
growth. As new social patterns shift our behavior, we are quick to disengage with content and
catalog the offenses of creators. “Cancellation” deprives public figures and brands room to
acknowledge a mistake was made and learn from the experience. Without constructive
exchanges, the offender is prone to recurrence or intensification of distasteful behavior.
Reformative dialogue, however, creates solutions based in education, mitigating the probability
of a repeat offence and increasing the likelihood of consumer approval and engagement.

Social Consciousness: “Awareness of important social issues” (Webster)
Alongside the advancement of technology, our collective social consciousness has grown.
As news, information, and culture become more accessible through digital platforms, there is a
universal sense of heightened social awareness as we all become more informed citizens. This
rise in awareness manifests as the public holds celebrities and brands accountable to a higher

	
  

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social standard, often expecting advocacy for common cultural causes. With social movements
like #MeToo and Times Up, Black Lives Matter, or climate change on the forefront of public
awareness, an offence certain organizations, or their mission, could result in serious
repercussions.
In May of 2018 “cancel culture” played out on an international stage when actress
Rosanne Barr, star of the recently revived ABC television show “Rosanne”, used racist epithets
to address Valarie Jarrett, former advisor to President Barack Obama. Immediate outrage
followed the social media incident with MSNBC’s Joe Scarborough tweeting, “Hey @ABC,
Roseanne Barr compared Valerie Jarrett to an ape. There is no apology she can make that
justifies @ABC turning a blind eye to this bigotry by airing another second of her show. Even in
the Age of Trump, there are red lines that can never be crossed. This is one.” In addition, co-star
of the show, Sara Gilbert promptly condemned the behavior and distanced herself from Barr,
writing, “Roseanne’s recent comments about Valerie Jarrett, and so much more, are abhorrent
and do not reflect the beliefs of our cast and crew or anyone associated with our show. I am
disappointed in her actions to say the least. “Within 24 hours of her tweet, Channing Dungey,
Entertainment President at ABC, released a statement stating, "Roseanne's Twitter statement is
abhorrent, repugnant and inconsistent with our values, and we have decided to cancel her show."
Tolerance for hateful, harmful, or socially unfavorable behavior is at an all time low, a position
understood by individuals and corporations alike. “The cancellation [of Roseanne] cost ABC
$22.7 million, the amount the network booked in advertising revenue from the nine episodes of
the now-canceled sitcom, according to figures from the measurement firm iSpot.tv.” (NBC
News), highlighting the seriousness of the offence and extent of its repercussions.

	
  

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While general social awareness has grown, the focus of that awareness is in a
state of constant fluctuation. The protection of human rights, gender equality, celebration of
diversity, and embracing the queer community were taboo, listed issues 50 years ago, but today
they are at the forefront of social awareness. The priorities of culture are constantly changing,
and it has become vital to utilize a system based around the evaluation of good and bad that
provides open opportunity to change opinions, and evolve one’s personal zeitgeist. The social
reasons for vilification are inherently subjective and constantly evolve, seen in Actress Ingrid
Bergman, subject of one of the earliest instances of “Cancelation”. When Bergman had an affair
with Italian film director Roberto Rossellini, leaving a husband and child behind and proceeding
to bear a child out of wedlock. For the 1940’s movie star, the scandal became her greatest legacy
and effectively ended her US film career, even inciting criticism from US politicians for her
behavior. By today’s standards, Bergman would be but one of many story plastered upon
tabloids, spoken about but soon forgotten. As society changes, our expectations of those who
represent us in commerce and media change as well, providing a difficult social landscape to
maneuver.

Implications of Influence
The term ‘celebrity’ has always carried weight, but with new access to increasing facets
of the lives of those in the public eye, there is an even greater push from the public to hold
celebrities to a higher moral standard than the average person. Not all celebrities feel this
pressure, but those who acknowledge it recognize the unique position they hold creates influence
over others. Performing artist turned successful entrepreneur and fashion mogul, Rihanna, spoke
on the weight of this influence in a 2009 interview with Good Morning America. This interview

	
  

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was conducted in the aftermath of her very public domestic violence experience with singer
Chris Brown. Brown physically abused then girlfriend Rihanna during a fit of rage, during the
aftermath the singer recalls her thought process surrounding reconciliation with Brown. Rihanna
stated, “When I realized that my selfish decision for love could result in some young girl getting
killed, I could not be easy with that part. I couldn't be held responsible for going back...Even if
Chris never hit me again, who is to say that their boyfriend won't? Who's to say that they won't
kill these girls?" she said. "These are young girls and I just didn't realize how much of an impact
I had on these girls' lives until that happened." (Fenty 2009). She encountered an impactful
realization of the power of her influence. Justified or not, celebrities have the power to set social
standards, and it creates space for a level of responsibility on behalf of the public figure to act in
reverence and accordance with that truth.

Can you separate the art and the artist? That’s up to you.
While digital fans and consumers are able to easily discover what a celebrity, brand, or
business advocates for; not every person factors that information into their daily decision-making
process. Individuals ultimately have the power to determine if they care enough to be deterred
from engaging with the entity in question.
Controversial singer and performer R. Kelly has been a key name within the conversation
of “cancel culture”, spurred by the rise of recent activist movement lead by Oronike Iyabo
Odeleye, “Mute R. Kelly”. “We were outraged when we discovered that R. Kelly was scheduled
to perform at a Fulton County owned facility in Atlanta, recounted Odeleye, “As a local
government owned venue, we were upset that Fulton County would let a well-documented sex
offender profit from our tax dollars and expanded the petition to include demands that the
concert be cancelled. Kenyette coined the hashtag #MuteRKelly, and a nationwide movement

	
  

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was born.” Since then, countless public figures and organizations across the nation have taken up
the #MuteRKelly banner, organizing protests and calling for boycotts of his music. In addition to
these protests, Barnes and Odeleye are also taking their fight to streaming platforms like Pandora
and Tidal, often more lucrative than traditional radio broadcasts in today’s market. “They
recently launched “ThumbItDown” in an effort to get R. Kelly’s music removed from these
sites” (MuteRKelly.Org).
While this accurately depicts the depth of outrage at Kelly’s personal conduct, many lean
to the other side of the spectrum. In response to movements like “#MuteRKelly”, digital service
providers have updated their hateful content and conduct policies, removing Kelly from all
featured playlists, but retaining his music in their catalog. In spite of a symbolic gesture,
according to data from Spotify via Consequence of Sound, “From the day Spotify announced its
policy change on May 10th to May 16th, Kelly’s streaming numbers hit 6,676,000, up from the
average 6,584,000 weekly streams his music typically receives.” (Kaye) While this might be a
small amount of growth in comparison to other industry figures, it’s a clear indication that a
significant portion of the public remains unbothered by the social contributions or shortcomings
of creators. With this in mind, it becomes apparent that public perception of social engagement
and consciousness is not the sole defining quality for the success or failure of a campaign. The
following is to be used as a resource to help public entities engage with consumers or fans that
do factor the social footprint of an artist or brand into their decision to consume their product.

	
  

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Tools for Navigation

Realization: An act of becoming fully aware of something as a fact.”
To experience realization, one must be provided with the opportunity to recognize
harmful behavior or beliefs capable of creating a toxic or unsafe environment, or causing
negative consequences for others. Public entities must equip their teams with the necessary tools
to consider how their words, content, or actions may be socially received. A small investment,
this education has the potential to prevent negative publicity and reputational damage. Through
proactive systems, this social learning acts as insurance to the entity, and enables them to
produce content that is culturally and politically sensitive and commercially productive.
Constant evaluation of the self is a powerful tool in achieving sustainable social
consciousness. By taking note of our practices and beliefs in relation to the world around us, we
enter radical self-awareness, and we begin to understand the impact our personal practices and
habits have on ourselves, and our local and global communities. Self-Awareness depends
upon self-perception and our ability to connect with others. Many people want to be something
they are not, and while their thoughts, words, and actions do not reflect it, their own perception
of self has shifted to align with their ideal self. In our reevaluations, there is the potential for new
compassion and understanding of others, and the process of unlearning damaging behaviors,
replacing them with intentional practices and routines.
At the center of recent media attention, actor Liam Neeson was featured in an interview
admitting to heinous racially charged and bias thoughts, while promoting his film, Cold Pursuit.
In an interview concerning the action film about a father seeking revenge for his murdered son,

	
  

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Neeson attempted to express understanding the need for revenge his character felt. Telling the
journalist of his experience as a close friend to a victim of sexual assault, the actor was quoted
saying “My immediate reaction was... I asked, did she know who it was? No. What color were
they? She said it was a black person.” Liam continued, "I went up and down areas with a cosh,
hoping I'd be approached by somebody - I'm ashamed to say that - and I did it for maybe a week,
hoping some [uses air quotes with fingers] 'black bastard' would come out of a pub and have a go
at me about something, you know? So that I could kill him.” A never before heard admission of a
disturbing and potentially dangerous mentality, even Neeson was shocked by his own reflection.
“It was horrible, horrible, when I think back, that I did that...And I’ve never admitted that, and
I’m saying it to a journalist. God forbid.” (Michallon). In a moment of explicit vulnerable selfreflection, Neeson faltered, provoking criticism. Popular news media turned to click bait tactics
to feed user statistics, igniting further outcry from the general public.
On Twitter:

@ZodMagus was skeptical about Neeson suffering significant
career damage: "Nothing will happen to Liam Neeson. He's not on
social media so the social media outrage won't work. We just need
to not support his art for the foreseeable future unfortunately that
includes Widows."
@aliciaadejobi spoke for a number of disappointed fans when she
wrote, "Never thought I'd have to cancel Liam Neeson but... here
goes. How he ever thought he could say this without consequence
is mind-boggling." (Deerwester 2019)

While the sentiment of Neeson’s statement is inherently distasteful, the backlash left little
consideration for his evolutionary realization. Under the effects of cancel culture, the essence of
Neeson’s message was lost in a media frenzy, shirking what could have been a teachable
moment. In the same interview, Neeson is quoted later saying, “I grew up in Northern Ireland in
the Troubles," referring to the decades-long strife between Catholics, who wanted to form a
united Ireland, and Protestant loyalists who wished to remain a part of Great Britain. "I had
	
  

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acquaintances who were very caught up in the Troubles, and I understand that need for revenge,
but it just leads to more revenge, to more killing and more killing, and Northern Ireland’s proof
of that. All this stuff that’s happening in the world, the violence, is proof of that, you know. That
primal need, I understand.” (Deerwester 2019). A problematic delivery and knee-jerk reaction
from consumers turned into a scandal for Neeson, for which he later apologized for “What I
failed to realise is that this is not about justifying my anger all those years ago, it is also about the
impact my words have today,” he said. “Although the comments I made do not reflect, in any
way, my true feelings nor me, they were hurtful and divisive. I profoundly apologise.” (Reuters).
It is vital to address the role of the media; examining how their efforts play into popular
dialogue around scandal. The Liam Neeson racism scandal began with a promotional interview,
quickly distorted to a conversation on race and bias, in observance of headlines from the
Guardian asserting “Neeson wanted to Kill a Black Man” or from the Irish Times stating Neeson
“Wanted to Kill a Black Bastard”. While the actor did make these statements, the headlines
framed the situation around his admitted mistake over his self-realization, creating drama and
chaos. While competing for views, news outlets fall into the temptation of using click baiting and
reaction catalyzing headlines, at times disseminating knowingly false, unproved, or manipulated
information. A super-saturation of news and content in the digital era has created numerous
opportunities for unreliable sources to share opinions and information. As we struggle to hold
media accountable for accurate and trustworthy reports of current events, the consumer becomes
responsible for evaluating the credibility of the information we believe and circulate.
In a “cancel culture” climate, individuals are quick to disengage or deliver criticism. In
order to give constructive feedback and social education effectively, as consumers, we must
abandon the “cancel” mentality to begin a conversation about effective methods to earn

	
  

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forgiveness. The way criticism is offered must provide an opportunity for it to be heard
effectively, space for reflection, and acceptance of their flawed humanity. We must meet
differing values and opinions with opportunities for open dialogue, as long as those opinions do
not contribute to the degradation of a person or a group of people. No matter the validity of the
statements offered, if done so in a threatening way, the probability of the messaging being
received is substantially reduced. We ought to commence our efforts with commitment to cancel
the behaviors instead of the perpetrator. The solution to dealing with people whose opinions
deviate from our own is not to mute them, but to engage in considerate, educational dialogue,
providing opportunities for growth to occur and amends to be made.
Businesses and brands would do well to incorporate a strong awareness of institutional
integrity as a priority of their business activities. Alluding to the powerful influence of Rihanna,
when Snapchat hosted a third party app, hosting a poll asking the user to choose whether to “slap
Rihanna” or “punch Chris Brown”, the app itself was held accountable by the public and
Rihanna. The singer and entrepreneur stated in an Instagram story, “This isn’t about my
personal feelings, cause I don't have much of them . . . but all the women, children, and men that
have been victims of [domestic violence] in the past and especially the ones who haven’t made it
out yet. . . . You let us down! Shame on you. Throw the whole app-ology away.” The protest by
the international star cost the stock of Snapchat to fall approximately 4%, resulting in a loss of
approximately 800 million dollars (Wall Street Journal 2018). Applying and upholding clear
community social standards for what is unacceptable, hateful, or harmful content creates
protection for the content creators from future “cancellation”, and if presented with care and tact,
could provide opportunities for education.

	
  

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C.H.I.C.
To recognize and address harmful behaviors and beliefs we require practical tools to
conduct self-evaluation. In situations where statements will be made, or actions taken, that will
be viewed and received by the public, one should consider context, history, intention, and
criticism, or reference “C.H.I.C.”. CHIC is one of many valuable resources to utilize, to assess
whether or not content may be culturally or politically insensitive.
Context
Take note of the social environment? What implications might my words or actions have? What
audience and what demographics am I engaging with? 	
  
History
Spiritual; Are your actions respectful of religious beliefs or practices?
Financial; Will your actions capitalize on systemic disadvantages minority groups face?
Cultural; Are your actions irreverent to sensitive historical events?
Intention
Are you approaching the situation from a respectful, curious, well-intended place? Is there any
sense of malice or disrespect in your practices or actions? Are you aware of the contextual
implications of your actions? Have you done your research?
Criticism
Simply stay open and considerate. You do not have to take to heart anything anyone says, nor do
you have to act on it, but listen to what people are willing to say to you about how your actions
affect them, and be considerate of those feelings.

Before meaningful change can take place, we need to be self-awareness. By taking the
time to self reflect, we are enabled to confront toxic behavior, and with resources like the

	
  

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C.H.I.C. method, there is a sense of social accountability in the thoughts and practices
influencing produced content.
Reconciliation and Healing
Beyond recognizing harmful behavior and creating spaces where constructive
conversations can occur, the work of rebuilding trust depends on how the public figure or brand
seeks reconciliation. By publicly owning up to your mistakes, sincere apology when necessary,
and committing to participate in the solution, public entities can enable healing through
appropriate reconciliation. In an exchange published ironically on International Women’s Day in
2017, critically acclaimed jazz musician Robert Glasper made some unintentionally sexist
remarks in an interview. Glasper expresses "women you would think never listen to jazz: Young,
fine, Euro chicks ask me, 'I heard this band, the Bad Plus, do you know them? I've seen what that
does to the audience, playing that groove. I love making the audience feel that way. Getting back
to women: women love that. They don't love a whole lot of soloing. When you hit that one
groove and stay there, it's like musical clitoris. You're there, you stay on that groove, and the
women's eyes close and they start to sway, going into a trance" (Glasper 2017). Such an ignorant
comment from a person of such prominence in the jazz scene and music industry was offensive
to many men and women alike, prompting outrage across the globe.
Glasper used the conflict as an opportunity to self-reflect, reconcile with his own
community, and turn to the public eye to ask for forgiveness. In doing so, he began the healing
process. On March 18th, he offered the following reflection, apologizing to his community.
“The reality is, I do over a hundred interviews a year - somewhere
in there I’m gonna say something that may come out wrong. I
apologize that this came out wrong and caused offense – or
upset...the way I framed this made some people angry. And that’s

	
  

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real. That’s important as hell. This whole thing has been important
for me because it’s meant I’ve had conversations and learning
moments through others about things I never knew about; spoken
to friends and family about things that they experience that I have
never experienced. A female friend said to me recently, remember
that everybody has their own stories, their own shit that they deal
with. And for sure this is something I know, but I’m also still
learning about.
How women experience sexism, and how subtle and invisible it
can be to others, is something I am hearing, and being educated
about…So, I have been looking at what I think, say and do with a
kind of new eye, which has, in turn, meant me learning about a
patriarchy I can't always experience, and about how it is part of a
bigger system of oppression that I have often been subjected to.
We can't escape the world we live in – no one can. But we can try
and see it, and try and change it – starting with ourselves. Right
now, I'm the man in the mirror!....Let's take responsibility for
checking our own privilege for a minute, and listening to someone
when they say they have a problem, even when that problem is
something that involves us. I do understand that as a man, and as a
musician that can speak to a whole heap of people, learning is
never done – and sometimes I'm gonna need to put in work on
things other than music. Let's be clear, I'm not perfect - or pure!
But I am listening. And I am learning” (Glasper 2017).
In a brilliant example of authenticity, the artist offered an effective apology and effort to
self-explain without dismissing the complaint presented. Glasper embodies the process of selfreflection by acknowledging his damaging behavior and its impact on his fan base. Through this
discovery Glasper can evolve into the ultimate form of growth in social consciousness:
advocacy. By appreciating this artist’s growth, he was enabled to lead his peers and colleagues to
be more aware of how their actions might be received, and understand the power they have to
effect positive change. The other side to the great unlearning is relearning; acknowledging one’s
damaging behaviors and then intentionally replacing them with healthy constructive habits. This

	
  

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educational model creates a “give what you’ve been given” approach, where the redeemed now
becomes an example for others.
A genuine apology and a plea for forgiveness may be necessary to move forward and
mend damaged public perception, but just because forgiveness is asked for consumers. are under
no obligation to provide it. Lucky for Glasper, his community responded with love and
appreciation, but this is not always the case. When previously mentioned Rosanne Barr
apologized, it was received as insincere and hollow, having a detrimental effect on the situation.
Many public figures, however, become the target of cancel culture multiple times, but retain
strong connection and engagement with their fan base, through sincerity, humility, and
willingness to grow.
Young Youtuber, Covergirl ambassador, and beauty influencer, James Charles, has found
himself “cancelled” by many users of social media after previous fumbles in cultural sensitivity
on digital platforms. Most recently, Charles was involved in an internet flurry when prior
mentor, Tati Westbrook, publicly renounced their friendship and denounced all involvement with
his brand following his endorsement of a product from one of Westbrook’s business rivals. The
drama cost Charles over 3 million subscribers on YouTube, and – while Westbrook gained over
4 million from the 9-day episode – after a public truce and apology, he gained 2 million
subscribers back.
James Charles rose to stardom rapidly at the age of 17, following announcement of his
role as Covergirl’s first male spokesperson. Entering the public eye at a young age, child and
teenage celebrities are at higher risk for insensitivity to cultural and political issues, mainly due
to growth-related inexperience. A year after entering the

	
  

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public eye, Charles posted a tweet, tactlessly joking about the epidemically dangerous Ebola
virus. “I can’t believe we’re going to Africa today omg what if we get Ebola?” Despite
immediate backlash from digital consumers, Charles initially defended his comments and

blocked critics on Twitter. Later that day, Charles posted a Notes app apology on Twitter, in
which he called Africa a country.

“'Cancel culture is a byproduct of our ability to advocate for ourselves on social media,’
said Angelica Nwandu, founder of popular Instagram account The Shade Room. ‘It comes from
a great place, but what I’ve suggested is that we cancel the behavior and not the person because
it’s becoming a toxic movement. It’s not allowing anyone to make a mistake.’” (WWD) We
must accept each other’s humanity and grant everyone the opportunity to evolve in order to find
peace. Charles has maintained a strong relationship with his fans despite the mistakes he has

	
  

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made, because he always delivers a genuine apology and remains humble, while asking for
forgiveness and education. His efforts are often coupled by a barefaced YouTube video, further
intensifying the sincerity of each learning moment for the makeup and beauty blogger.
Conclusion
To allow space for personal growth, we need to be considerate that our evaluation of facts
and beliefs will evolve overtime, a reality not appreciated by cancel culture. It is important to
confront criticism as an opportunity to reevaluate truth, providing stable, informed confidence in
our assumptions and opinions. Although the practice of cancel culture has been successful in
capturing attention, and imposing measurable consequence for betrayal of the public’s trust,
there are more productive ways to incite change.
If public figures, businesses and brands accept the responsibility of self awareness, they
will be better prepared to navigate the standards and demands of today’s social consciousness
when engaging with their consumers. The collective society must respond with a commitment to
adjust the collective response, creating constructive dialogue to challenge and question various
opinions, without immediate dismissal. These circumstances provide an opportunity for
transformative healing, holding influential entities accountable for their actions and satisfying the
social demands of the public, while allowing room for priorities to evolve. Celebrities, business,
and brands do play a role in the collective social consciousness of our world, creating
responsibilities and expectations from the general public to advocate for social issues and remain
sensitive to cultural and political matters. Through active tools for realization, reconciliation, and
healing, public entities are able navigate social artistry, maintain or regain public trust, and
avoiding the pitfalls of cancel culture.

	
  

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