Possibilities of the unfinished sentences technique in the study of cancel culture

Abstract

In recent years, the unfinished sentences technique has become increasingly popular, especially for identifying everyday interpretations of concepts with ambiguous connotations (e.g., patriotism, heroism, etc.). The authors applied the unfinished sentences technique to study the phenomenon of cancel culture, which has been included in the scientific discourse relatively recently. The article presents different approaches to the definition and study of cancel culture, focusing on possible consequences of this phenomenon for society, and some concepts that are associated with cancel culture and can provide (albeit partial) explanation for it. The article describes the procedure and results of the exploratory study conducted by the authors and based on the unfinished sentences technique. Thus, respondents tend to define cancel culture as a means of influence used by society in case of unacceptable behavior. Respondents believe that no one is safe from “cancellation”, but decent people are less likely to be among the “cancelled”. Contrary to the media position, respondents more often associate cancellation not with media personalities (as its most likely objects) but with everyday immorality and stupidity; therefore, in general, attempts to cancel someone are perceived negatively based on the belief that cancel culture leads to emotional and social problems. As a rule, respondents consider actors with abnormal behavior (criminals, dishonest people, etc.) as deserving cancellation, thus, considering cancel culture as a means of protecting society from the destructive behavior of its members. If “cancellation” affects their personal interests, respondents would use the following tactics: in case of their “cancelling” respondents would prefer to correct their mistakes; if their loved ones are cancelled, respondents would focus on support and assistance; if the organization whose services respondents use is cancelled, they would rather be indifferent, since this situation does not directly affect their personality or self-perception.

Keywords

• unfinished sentences technique
• cancel culture
• resentment
• risk society, spiral of silence