Etnografi Virtual Fenomena Cancel Culture dan Partisipasi Pengguna Media terhadap Tokoh Publik di Media Sosial

Abstract

The trend of using social media as a space for delivering public opinion has given rise to the phenomenon of cancel culture or call-out culture. Social media users who are increasingly massive make this phenomenon a popular culture that is currently rife on social media such as Instagram. Cancel culture can be interpreted as a community's collective effort to 'boycott' someone for their actions or words, which are considered to have violated existing social norms. The cancel culture process is often carried out via the internet or through social media, where this action is in the form of punishment for individuals in cyberspace. Cancel culture cases can happen to public figures such as celebrities, influencers, etc. Public figures affected by the cancellation will have an impact both virtual and real. Therefore, it is interesting to see the formation of this phenomenon, so that it becomes a new culture in social media and expands public participation. This study uses a qualitative method with a virtual ethnographic approach. Virtual ethnography can be used to identify behavioral patterns, patterns of life and social relations in virtual life in cyberspace or on social media. By exploring the entities (users) that use the internet, especially social media. Especially in the case of cancel culture that befell public figures on Instagram.