CANCEL CULTURE: THE SCARLET LETTER IN GABRIELA PUGLIESI'S CASE

Abstract

The following paper presents definitions of the cancel culture phenomenon on the internet, bringing concepts based on shame, public humiliation, and reputation according to Solove (2007) and Ng (2020). Focused on digital influencers, draws parallels between public humiliation practices adopted in the Middle Ages - such as a scarlet letter embroidered on clothes – and current ways to promote virtual lynching in social media websites. Through the study of mediatic coverage of Gabriela Pugliesi’s canceling, presents an initial framework for the process of canceling digital influencers, taking into consideration the practices of these content creators as it relates to the relationship with the brands and the transformation of private space into public space.