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Leidt Blootstelling Aan Cancel Culture Tot Een Zwijgspiraal? Een Interviewstudie Naar Hoe Burgers De Invloed Van Cancel Culture Op Het Publieke Debat Ervaren

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Leidt Blootstelling Aan Cancel Culture Tot Een Zwijgspiraal? Een Interviewstudie Naar Hoe Burgers De Invloed Van Cancel Culture Op Het Publieke Debat Ervaren Leidt Blootstelling aan Cancel Culture tot een Zwijgspiraal? Een Interviewstudie naar hoe Burgers de Invloed van Cancel Culture op het Publieke Debat Ervaren Floortje Maas SNR: 2026197 Bachelorscriptie Communicatie- en Informatiewetenschappen Specialisatie: Bedrijfscommunicatie en Digitale Media School of Humanities and Digital Sciences Tilburg University, Tilburg Begeleider: dr. M. M. P. Vanden Abeele Tweede lezer: dr. E. Oversteegen Januari 2021 2 Abstract In het publieke domein is veel aandacht voor cancel culture: een parapluterm voor het fenomeen waarbij burgers met afwijkende meningen door middel van georganiseerde acties op sociale media aansprakelijk gehouden worden voor hun mening. Er bestaat een bezorgdheid dat burgers door het bestaan van cancel culture hun eigen mening niet meer online durven delen, en dus ‘zwijgen’. Tot dusver is cancel culture echter weinig bestudeerd in de wetenschap. In dit onderzoek stond dan ook de vraag centraal in hoeverre burgers door blootstelling aan cancel culture ervaringen hebben die kunnen duiden op een zwijgspiraal. Om deze vraag te beantwoorden, zijn interviews afgenomen bij burgers die actief zijn op minstens één sociaal mediaplatform. Uit het onderzoek blijkt dat burgers door de opkomst van cancel culture angst ervaren om hun opinie online te uiten. Een interessante bevinding is dat deze burgers waarnemen dat vooral aan extreme opinies online een groot podium wordt geboden, waardoor meer gematigde of genuanceerde opinies onder druk lijken te staan. Daarmee lijkt deze studie een belangrijke aanvulling te leveren op de zwijgspiraaltheorie (cf. Noelle-Neumann, 1974) en hoe deze zich in het sociale mediatijdperk manifesteert. 3 Inhoudsopgave INTRODUCTIE.................................................................................................................... 4 1. THEORETISCH KADER ................................................................................................. 6 1.1 ZWIJGSPIRAALTHEORIE ................................................................................................. 6 1.2 TRIAL-BY-MEDIA .......................................................................................................... 7 1.3 POLARISATIE (WIJ-VERSUS-ZIJ) ..................................................................................... 9 1.4 DE VERHOUDING TUSSEN SOCIAL MEDIA LOGIC, CANCEL CULTURE EN ONLINE ZELFPRESENTATIE. ........................................................................................................... 11 2. METHODE ..................................................................................................................... 13 2.1 ONDERZOEKSMETHODE .............................................................................................. 13 2.2 MATERIALEN: GESPREKSGIDS ...................................................................................... 13 2.3 STEEKPROEF ............................................................................................................... 14 2.4 DATAVERZAMELING ................................................................................................... 15 2.5 DATAVERWERKING EN DATA-ANALYSE ...................................................................... 16 3. RESULTATEN ............................................................................................................... 18 3.1 DE PERCEPTIE VAN CANCEL CULTURE ......................................................................... 18 3.1.1 Bestaat cancel culture? ....................................................................................... 18 3.1.2 Wordt cancel culture als politiek middel gebruikt?.............................................. 19 3.2 CANCEL CULTURE EN DE ZWIJGSPIRAAL ...................................................................... 21 3.2.1 Het einde van de gematigde opinie? .................................................................... 21 3.2.2 Leidt cancel culture tot meer angst om de opinie te uiten? .................................. 24 3.3 CANCEL CULTURE EN ZELFCENSUUR .......................................................................... 25 3.3.1 Het aanpassen aan de online omgeving .............................................................. 25 3.3.2 De discrepantie tussen online en offline meningsuiting ....................................... 26 3.4 CANCEL CULTURE EN POLARISATIE ............................................................................ 30 4. CONCLUSIE EN DISCUSSIE ....................................................................................... 33 4.1 MEERDERHEID TERUGHOUDENDER IN UITEN OPINIE ................................................... 33 4.2 WERKGEVER LIJKT VOORNAAMSTE ‘NIGHTMARE READER’ .......................................... 34 4.3 VOEDT CANCEL CULTURE DE POLARISERING VAN DE MAATSCHAPPIJ? ......................... 35 4.4 IS DE VERHARDING VAN DE MAATSCHAPPIJ INHERENT AAN HET NIEUWE VERDIENMODEL VAN SOCIALE MEDIA? ...................................................................................................... 36 4.5 DE ZWIJGSPIRAAL 2.0 ................................................................................................. 37 5. LIMITATIES EN AANBEVELINGEN .......................................................................... 37 REFERENTIES .................................................................................................................. 40 BIJLAGEN ........................................................................................................................ 46 BIJLAGE A. GESPREKSGIDS .............................................................................................. 46 BIJLAGE B. INFORMATIEBRIEF DEELNEMERS ..................................................................... 48 BIJLAGE C. INFORMED CONSENT ....................................................................................... 51 4 Introductie “Be careful what you tweet, because you don’t know when it’s coming back to haunt you”. Deze quote komt van Michael Barbaro, een Amerikaanse journalist en presentator van The New York Times news podcast die journalistiek onderzoek doet naar het fenomeen cancel culture. Cancel culture is een parapluterm voor het georganiseerd monddood maken van personen en/of organisaties door middel van georganiseerde acties op sociale media (Kraak, 2020). Om dit relatief nieuwe fenomeen aan te duiden, gebruiken de media naast cancel culture ook de termen ‘schrapcultuur’ (NOS, 2020), ‘afrekencultuur’ (Koekkoek, 2020) en/of ‘uitsluitcultuur’ (Kraak, 2020). Hoewel er in het publieke domein veel aandacht is voor cancel culture, is het fenomeen tot dusver weinig onderzocht in de wetenschap. De term cancel culture vindt zijn oorsprong in 1991, toen de term werd gebruikt in een scène uit de film New Jack City. In deze film speelt Wesley Snipes een gangster genaamd Nino Brown. In de scène waarin ‘Nino’ zijn vriendin dumpt, zegt hij: “Cancel that bitch. I’ll buy another one”. Bijna twintig jaar later refereert Lil Wayne aan deze scène, door voor het eerst over ‘cancellen’ te rappen in zijn nummer I’m Single: “Yeah, I’m single, n***a had to cancel that bitch like Nino”. Het verschijnsel werd door de mainstream media pas opgepikt ten tijde van de #metoo-beweging in 2017. Twitteraars hoopten door het gebruik van de hashtags ‘MeToo’ en ‘Cancelled’ bepaalde figuren - zoals Harvey Weinstein en Bill Cosby - nooit meer terug te zien in prominente (machts-)posities. Deze hashtags waren in Amerika uiteindelijk gedurende acht maanden trending op Twitter (Khomami, 2017). Het boycotten van personen of organisaties die niet bevallen, is op zich niets nieuws. Vroeger dreigden burgers met het opzeggen van hun abonnement als er iets in ‘hun’ krant stond dat hen niet beviel (Heijne, 2020). De essentie van de huidige cancel culture is dezelfde, alleen gaat het cancellen nu sneller, massaler en georganiseerder – met name door de kracht en het bereik van sociale media en massamedia (Van Dijck & Poell, 2014; Davenport & Beck, 2001). Bovendien heeft het begrip cancel culture intussen een moralistische bijklank gekregen: cancellen gebeurt vooral wanneer personen een mening uiten over (politiek) gevoelige kwesties, waarbij die mening afwijkt van de norm (Den Boon, 2020). Cancel culture lijkt met andere woorden sterk geassocieerd te worden met politieke correctheid. Het cancellen gebeurt bijvoorbeeld veelal na het uiten van een mening over seksuele geaardheid, godsdienst en/of levensovertuiging, ras, genderidentiteit, nationaliteit en/of politieke overtuiging (Blommestijn, 2020). 5 Gecancelled worden kan ernstige gevolgen hebben. Zo zijn er voorbeelden van onbekende personen die hun baan kwijtraakten na een haatcampagne jegens hen op sociale media. Een recente gebeurtenis is het Central Park birdwatching incident1 (Maslin-Nir, 2020). Ook in Nederland wordt ondervonden wat de cancel culture teweegbrengt. Zo werden adverteerders van het voetbalprogramma Veronica Inside opgeroepen te stoppen met het financieren van het programma na een ‘grap’ van Johan Derksen (Musch, 2020). Bij een foto van Zwarte Piet vroeg Derksen zich hardop af ‘of we zeker wisten dat het Akwasi (zwarte activist en rapper) niet was’. Black Renaissance riep bovendien op tot een boycot van het racismedebat onder leiding van Jort Kelder (Takken, 2020). Cancel culture leidt dus tot allerlei gevolgen in zowel het private als het publieke domein: boycots, het onder druk zetten van adverteerders, het klikken bij werkgevers, het publiceren van persoonlijke
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