Implikasi Cancel Culture terhadap Reputasi Merek (Studi Analisis Kualitatif pada Merek Whitelab X Sehun EXO)

Abstract

This thesis is entitled The Implication of Cancel Culture on Brand Reputation (Qualitative Analysis Study on Whitelab X Sehun EXO Brand). The purpose of this thesis is to find out how the form of cancel culture that arises after Sehun EXO's meet & greet event against Whitelab and find out how Whitelab's brand reputation after experiencing cancel culture. The theoretical foundations in this research are new media communication, cancel culture, and brand reputation. This research uses a descriptive method of qualitative approach with constructivism paradigm. The informants in this study were 3 people selected based on predetermined criteria. Data collection techniques in this research are online observation on social media X (Twitter), documentation in the form of screen capture tweets, and interviews to test the validity of the data. The results of this study indicate that the form of cancel culture carried out by Sehun fans (EXO-L) against Whitelab is to support the cancellation by carrying out the typology of strategies found by Haskell (2021), namely the first typology of grieving, the second typology of work cancelled, and finally the typology of navigation. The implication of the cancel culture is that the perception of Sehun fans (EXO-L) towards Whitelab as a brand is negative.