Cancel culture is a recent phenomenon referring to boycotting an individual/group of people or a company on social media due to their certain behaviour or communication which was against another person or people’s views (Ng, 2020). Being cancelled is perceived as a last chance justice expression (Clark, 2020). The phenomenon is linked to the Generation Z representatives and is often referred to as one of the characteristics of this generational group (Djafarova & Foots, 2022). Generation Z are technologically savvy, educated, ethical and creative (Djafarova & Matson, 2021). Their consumer behaviour is perceived to vary from previous generations due to their characteristics including heavy technology use. They have high expectations of brands and pay more attention to experience (Priporas et al., 2017). The notion of brand distrust in the form of boycotting or provoking a brand response through negative consumer backlash, is becoming increasingly familiar for young consumers interactions.
As the cancel culture has been first brough up by Generation Z social interaction online, this study collects the data from representative of this age group to develop understanding of the phenomena using generational theory. The aim is to identify the factors that encourage the cancelling behavior among the Gen Z consumers, explore the implications of this behavior on the affected people and brands and suggest the actions to be taken to reduce the appearance of cancel culture.
Cancel culture has been recently introduced in the literature however the research and theories supporting this behavior are still very limited (Saldanha et al., 2022). To date there is no theoretical underpinning drawn to understand the concept, the reasons behind its widespread and practical implications for individual, societies, and organizations. This study employs generational theory approach to study attitudes of young consumers towards cancel culture. Social identity/social comparison theories can be used to identify factors that encourage cancel behaviour (Latif et al., 2021).
The following objectives are to be met:
- To explore Generation Z consumer attitudes and expectations towards cancel culture.
- To identify what encourages Generation Z consumers to cancel a person or a brand.
- To determine the implications of cancel culture on the society and brands.
The data for the study will be gathered employing a qualitative research design comprised of interviews and focus groups with Generation Z. Thematic analysis will be employed to analyse the data.
The findings help to understand the roots of cancel behaviour which have implications for the companies and influencers to determine their interaction and communication strategies with potential consumers. The research offers measures to be taken by cancelled celebrities and brands to mediate impact following the cancellation.
Academic Enquiries
This project is supervised by Dr Elmira Djafarova. For informal queries, please contact Dr Elmira Djafarova [Email Address Removed]. For all other enquiries relating to eligibility or application process please use the email form below to contact Admissions.
Funding Information
Home and International students (inc. EU) are welcome to apply. The studentship is available to Home and International (including EU) students and includes a full stipend at UKRI rates (for 2022/23 full-time study this is £17,668 per year) and full tuition fees. Studentships are also available for applicants who wish to study on a part-time basis over 5 years (0.6 FTE, stipend £10,600 per year and full tuition fees) in combination with work or personal responsibilities).
Please also see further advice below of additional costs that may apply to international applicants.
Eligibility Requirements:
- Academic excellence of the proposed student i.e. 2:1 (or equivalent GPA from non-UK universities [preference for 1st class honours]); or a Masters (preference for Merit or above); or APEL evidence of substantial practitioner achievement.
- Appropriate IELTS score, if required.
- Applicants cannot apply for this funding if they are already a PhD holder or if currently engaged in Doctoral study at Northumbria or elsewhere.
Please note: to be classed as a Home student, candidates must meet the following criteria:
- Be a UK National (meeting residency requirements), or
- have settled status, or
- have pre-settled status (meeting residency requirements), or
- have indefinite leave to remain or enter.
If a candidate does not meet the criteria above, they would be classed as an International student. Applicants will need to be in the UK and fully enrolled before stipend payments can commence, and be aware of the following additional costs that may be incurred, as these are not covered by the studentship.
- Immigration Health Surcharge https://www.gov.uk/healthcare-immigration-application
- If you need to apply for a Student Visa to enter the UK, please refer to the information on https://www.gov.uk/student-visa. It is important that you read this information very carefully as it is your responsibility to ensure that you hold the correct funds required for your visa application otherwise your visa may be refused.
- Check what COVID-19 tests you need to take and the quarantine rules for travel to England https://www.gov.uk/guidance/travel-to-england-from-another-country-during-coronavirus-covid-19
- Costs associated with English Language requirements which may be required for students not having completed a first degree in English, will not be borne by the university. Please see individual adverts for further details of the English Language requirements for the university you are applying to.
How to Apply
For further details of how to apply, entry requirements and the application form, see
https://www.northumbria.ac.uk/research/postgraduate-research-degrees/how-to-apply/
For applications to be considered for interview, please include a research proposal of approximately 1,000 words and the advert reference (e.g. RDF23/…).
Deadline for applications: 27 January 2023
Start date of course: 1 October 2023 tbc
Northumbria University is committed to creating an inclusive culture where we take pride in, and value, the diversity of our doctoral students. We encourage and welcome applications from all members of the community. The University holds a bronze Athena Swan award in recognition of our commitment to advancing gender equality, we are a Disability Confident Employer, a member of the Race Equality Charter and are participating in the Stonewall Diversity Champion Programme. We also hold the HR Excellence in Research award for implementing the concordat supporting the career Development of Researchers.
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