Our digital consumption rate seems to rise at a steady pace. Through Covid, and especially in times of hard lockdown, our go-to was to hang out/work/shop/live online. A year ago, the statistics showed that there were 4.66 billion active users worldwide (59.5 percent of the global population) not too surprisingly the majority access the internet via mobile devices. There were 38.13 million active internet users in South Africa. These stats are according to Statista. Great news for anyone who is in this industry, as professional digital social media experts are in high demand. But what about our humanity? What about the consequences of social media trends that are toxic? One trend in Social Media is “Cancel Culture” – Cancel culture or call-out-culture is a modern form of ostracism in which someone is thrust out of social or professional circles – whether it be online, on social media, or in person. … The expression “cancel culture” has mostly negative connotations and is used in debates on free speech and censorship.
Personally, I feel that accountability is useful in reformed behavior however if one is looking to see changed behavior or remorse, it certainly almost NEVER happens by attacking online. And the trolls or ‘mob’ who become fixated on the current ‘fight’ seem to go for the jugular. They become the bully, and the relentless cyberbullying can be devastating, where the victim may become so distraught they become depressed, isolated, or suicidal.
In this past week, Brent Lindeque, who is a social influencer, radio host (amongst other talents)… essentially he is prominent on social media platforms with a successful online presence. He was the target of ‘cancel culture’, Brent shares his experience in a post online: Cancel Culture is Gross. Brent Lindeque, the good guy that he is, took action to correct the misinformed mob and managed to calm the storm.
We are well into 2022, and to all my fellow “custodians” of social media, from content creators, the social media managers, the activists who fight for important causes to general online users – use your words carefully. Don’t revel in someone’s online ’embarrassing moment captured’ or jump to conclusions, or cancel that celeb 5 minutes after allegations are made.
I’ve worked in the GBV scope for a few years, working with NPO’s who relentlessly fight against those who target and hurt vulnerable humans. Without intention, it is easy to fall into a response that in turn becomes ‘bully’esque’.
Social Media can be a cruel environment, and we should all do our best to improve quality interaction with thoughtful intent that is not malicious.
Peace & Love xo
Social Media Marketing Jozi 
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