Abstract
This paper analyzes the impact of the cancel culture on Karol Conká’s career after participating at brazilian´s TV Globo show called Big Brother Brasil in 2021. Conká was invited to participate as a celebrity and social media influencer to join the reality show and compete for the money prize with non-celebrities. Considering the visibility that the program provides to participants and audience, the research proposes a case study on the transgressions that caused the cancellation of the artist during the period of confinement in the house and the strategies used to reconstruct her public image. This work at Social Communication main field of studies aimed to reference as theoretical concepts digital social media, visibility and digital influencers, to trace a path to the functioning of social networks dynamics. Karol Conká is a justified case study because she was eliminated with the highest rejection rate at Big Brother Brother´s history. The conflicts she was involved in during the show resulted in a loss of thousands followers on Instagram and brought important consequences for her career. As a result, the case study shows that the strategy of silence followed by mental balance narrative was well succeeded to recover audience empathy.
Highlights
Karol Conká, rapper and artist, was the protagonist of one of the most representative episodes of the cancel culture in Brazil
We systematize the milestones of her performance at the TV show highlighting conflicts with other participants which ended up with cancellation by audience, we highlight the strategies adopted by the marketing team to manage the aftermaths and we describe the actions to reconstruct her public image after highly negative visibility
The contemporary phenomena impacted her mental balance, a topic that Karol decided to address in her social networks after cancellation
Summary
Karol Conká, rapper and artist, was the protagonist of one of the most representative episodes of the cancel culture in Brazil. Black and woman, Karol had in February the highest rejection rate in the history of the reality show Big Brother Brasil (BBB), produced and broadcast by Rede Globo television, the biggest media conglomerate in South America. Globo is the leading open television channel in terms of audience in the country (IBOPE MEDIA, 2021). The visibility of entertainment TV shows like the BBB is both desired to boost careers and feared when the effect is reversed. The artist’s attitudes in the BBBs house provoked hatred and rejection in the audience. The demonstrations spread across social media platforms in an orchestrated attack against Karol official profiles. There was even the creation of a profile against the singer at Instagram with a number of followers higher than the official one. The singer’s marketing team even froze publications to contain the loss of followers, which reached 300,000 less people on Instagram in a short period
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