Natalia Pruklang

Tag: culture

  • Twitter Wars and Cancel Culture: The Dark Side of Social Media in Entertainment

    Twitter Wars and Cancel Culture: The Dark Side of Social Media in Entertainment

    This blog would not be authentic if I were to be praising social media every week. As much as I love social media and the phenomenal ways it can influence the entertainment industry, the internet can be a scary place. 

    As we’ve discussed, social media has transformed how fans engage with entertainment. Platforms like X (formerly Twitter), TikTok, and Reddit have given rise to passionate fandoms that shape pop culture in unexpected ways. Whether it’s Swifties mobilizing to support Taylor Swift, Marvel fans dissecting every post-credit scene, or K-pop stans streaming songs to break records, fandoms have immense power. But with that power comes a darker side—toxic discourse, cancel culture, and online harassment. 

    Fandoms are no longer just groups of dedicated fans—they are organized digital communities that can influence everything from box office numbers to an artist’s career. However, this intense devotion can lead to toxic environments where differing opinions aren’t tolerated. Fans who criticize their favorite artist or franchise risk being doxxed, harassed, or bullied from online spaces. 

    Twitter Wars and the Rise of Cancel Culture

    Social media thrives on outrage and rapid information sharing, making it a comfy home for cancel culture. While accountability is important, the line between justified criticism and mob mentality has blurred. Celebrities, influencers, and even everyday users can find themselves “canceled” overnight due to resurfaced tweets, controversial opinions, or even just simple misunderstandings.

    Some examples of this:

    • Sydney Sweeney’s Family Controversy – The Euphoria actress came under fire when fans noticed her family members wearing clothing associated with right-wing politics at a birthday party. Despite Sweeney claiming she doesn’t share those beliefs, social media erupted with calls for her cancellation. 
    • Marvel Cast Backlash – Over the years, several Marvel Cinematic Universe (MCU) actors have faced social media scrutiny:

    Can Social Media Find a Balance?

    Social media has given fandoms a voice like never before, making entertainment more interactive and fan-driven. However, the constant cycle of outrage, cancel culture, and online wars raises concerns about mental health, misinformation, and parasocial relationships.

    As Gen Z continues to dominate the internet, there’s a growing discussion about whether social media platforms should implement better content moderation or whether fandoms themselves need to establish healthier ways of engaging with entertainment.

    For now, one thing is clear: social media’s impact on the entertainment industry is undeniable—for better or worse.

  • Social Media is Shaping Entertainment One Fandom at a Time

    Social Media is Shaping Entertainment One Fandom at a Time

    In today’s digital era, marketing in the entertainment industry isn’t just about flashy billboards or commercials—it’s about tapping into the power of online fandoms. From Stan Twitter to TikTok fan edits, dedicated fan communities are playing a crucial role in shaping how movies, TV shows, and music are promoted. Entertainment companies are catching on, leveraging these passionate audiences to amplify their content in ways that feel authentic and organic. But how exactly does fandom-driven marketing work, and why is it so effective?

    The Power of Fandoms

    Fandoms are actively engaged communities that promote their favorite artists, shows, and franchises–all for free. Whether it’s through viral memes, streaming parties, or trending hashtags, fan bases generate massive online buzz that marketing teams can only dream of. Take Swifties or Barbz, for example—these fandoms have successfully organized global campaigns to break streaming records, influence award wins, and even cause Congress to take action. Their efforts go beyond casual support; they’re strategic, dedicated, and incredibly influential.

    While I could talk about fandoms and the power they truly veil, I wanted to dive deeper into how entertainment companies are starting to leverage fandoms for their own good. By engaging directly with fan communities, brands develop a sense of loyalty that traditional advertising can’t replicate. The key? Authenticity. Fans can tell when a brand is forcing engagement versus when they genuinely understand the culture.

    A Masterclass in Fandom Marketing

    One company that executed this flawlessly is Lionsgate on TikTok. During the promo for The Hunger Games: A Ballad of Songbirds and Snakes (2023), fans dug out an old 2014 YouTube edit of Josh Hutcherson (who plays Peeta Mellark) to “Whistle” by Flo Rida and it went viral everywhere.

    LionsGate caught wind of this viral sensation and had to jump on the trend. It made a TikTok of that photo and song and the fans were having a field day with it. Since then, Lionsgate’s TikTok has been posting edits of its movies that look like real fan edits. The fan engagement and interaction has only increased since then. WIth what could’ve been a boring forgotten company lost to the mass of social media accounts, Lionsgate took the opportunity to really connect with its audiences and stand out compared to other brands. 

    As companies lean toward hiring Gen Z interns to run its social media accounts, they should consider going beyond just that. Emerging into the culture of fandoms and embracing the way they run will overall benefit the connection between the industry and fans.