Framing cancel culture on social media among Filipinos
Chen Chen Silva, Micaella Mae C. Jocosol, Ashley Jane F. Merene & Ronalyn A. Ramos
Abstract
This study employed a qualitative research design using content analysis guided by Critical Discourse Analysis (CDA) to examine cancel culture on social media by exploring the recurring buzzwords, framing approaches, and comment patterns found in cancellation-related posts on Facebook and X. Specifically, it analyzed common expressions such as “cancel,” “call-out,” and “boycott,” and identified whether posts were framed through logical reasoning or ad hominem attacks. Using purposive sampling, the study selected 60 high-engagement posts based on the presence of cancellation-related language, direct references to individuals or groups, and active audience interaction through comments, reactions, or reposts. The posts were categorized into social media influencers, celebrities, and politically-related issues. Findings showed that influencer-related posts on Facebook commonly used the term “call-out,” while “boycott” and “stupid” appeared more frequently on X. Facebook posts were generally framed through logical reasoning, whereas X posts relied more on ad hominem attacks. Similar patterns emerged in celebrity-related posts, with Facebook promoting explanation-based discussions and X containing more insults, sarcasm, and personal attacks. Politically-related posts on both platforms were predominantly framed through ad hominem approaches. Comment patterns also differed, as Facebook users more often expressed logical arguments and agreement, while X users frequently engaged in ridicule, sarcasm, and insults. Facebook generally facilitates more discussion-oriented and explanation-based forms of cancellation, whereas X encourages faster, more emotional, and more personal forms of public condemnation. The study showed that cancel culture among Filipino social media users is shaped by language, framing strategies, and platform-specific dynamics.
Keywords
boycott, cancellation-related posts, call out, social media
Author information & Contribution
Chen Chen Silva. Bachelor of Arts in Communication student, Calayan Educational Foundation, Inc.
Micaella Mae C. Jocosol. Bachelor of Arts in Communication student, Calayan Educational Foundation, Inc.
Ashley Jane F. Merene. Bachelor of Arts in Communication student, Calayan Educational Foundation, Inc.
Ronalyn A. Ramos. Corresponding author. Program chair of Bachelor of Arts in Communication, Calayan Educational Foundation, Inc. Email: ronalyn.ramos@cefi.edu.ph
"All authors equally contributed to the conception, design, preparation, data gathering, analysis, and writing of the manuscript. All authors read and approved the final manuscript."
Disclosure statement
No potential conflict of interest was reported by the authors.
Funding
This work is funded by Calayan Educational Foundation, Inc.
Declaration
The authors declare the use of Artificial Intelligence (AI) in writing this paper. In particular, the author used ChatGPT in translating into English and phrasing the introduction, literature review, discussion of results, and conclusions, which were drafted using a mix of English and Tagalog, and compiling bibliography into APA 7 format. The authors take full responsibility in ensuring proper review and editing of contents generated using AI.
Notes
This paper is presented in the International Conference on Management, Education & Innovation 2026.
Acknowledgement
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Cite this article:
Silva, C., Jocosol, M.C., Merene, A.J.F. & Ramos, R.A. (2026). Framing cancel culture on social media among Filipinos. The Research Probe, 6(1), 95-113. https://doi.org/10.53378/trp.222
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