Caught in the Eye of a Twitter Storm: The Impact of Cancel Culture on the Publishing Industry

‘Cancel Culture’ is an expanding topic of conversation across social media, the press, and academic circles. With its origins in the Black Twitter ‘call-out,’ and growing relevance in the cultural zeitgeist, its effects can be seen even in the publishing industry. It can feel like hardly a week goes by without another case of Cancel Culture that emerges among writers, publishers, and readers alike, forming a new kind of negative publicity. Following three case studies from the book world–Kate Clanchy, J.K. Rowling and Jeanine Cummins–this investigation looked at three main categories: commercial impact; impact on author/publisher relationships; wider consequences. In short, this dissertation aims to answer the question: given this phenomenon is focused largely on Twitter, can Cancel Culture really have an impact on the publishing industry? This study sourced primary data from questionnaires, interviews, and Nielsen Bookscan, as well as secondary data from sociological investigations into Cancel Culture, consumer science and marketing experiments, and newspaper articles detailing each case study. The cultural significance and history of Cancel Culture are detailed first, laying the groundwork for understanding the phenomenon. Next, consumer scientists’ experiments proving the impact of traditional negative publicity on sales, consumer commitment, and commercial success were explored. These experiments provided interesting theories on the positive aspects of negative publicity. Such theories later became relevant in discussing the commercial impacts of the ‘Cancel Campaigns’ on each case, and personal insights from questionnaires and interviews made the quantitative data more tangible. While each case study had its losses, such as Clanchy’s split from Picador, each also had their wins, like Cummins’ novel becoming a bestseller in the United States. Regardless, the impact of Cancel Culture on the publishing process is undeniable in the results of this dissertation