The Double-Edged Sword: Cancel Culture and the Quest for Social Justice in the Digital Sphere

Abstract

The digital era has transformed the dynamics of social justice activism, with cancel culture emerging as a contentious form of public accountability. This study examines the ethical implications of cancel culture through a communication ethics perspective, focusing on the case of "A Business Proposal" (2025) in Indonesian entertainment. Through digital ethnography and communication analysis, the research investigates how social media discourse balances social justice advocacy with ethical communication principles. Data gathered from Google Trends and Twitter engagement metrics demonstrates the significant impact of digital mobilization, while raising questions about proportional response and dialogue ethics. The analysis reveals the complex interplay between public accountability and ethical communication, particularly in cross-cultural contexts. The findings contribute to understanding how digital activism shapes contemporary discourse, highlighting the need for balanced approaches that promote social justice while maintaining ethical communication standards in the digital sphere.