Crise de imagem e o descancelamento nas mídias sociais: o caso da cantora karol Conká no bbb21 pela ótica das relações públicas

Abstract

The internet has never been more present in our lives as it is today, the mediated society informs, Bshares and comments what it wants, wherever you are and with whomever you want. With this, the slightest mistake can take large proportions within social networks and if we look at a public figure or influencer, the damage of an image crisis can generate loss of sponsorship, partnerships and public, this in turn uses social media to share their upheave and encourage others to repeat the same behavior, creating a wave of hate speech and initiating the cancellation of the wrong individual. From this context, this course conclusion work studies the cancellation of singer Karol Conká from her participation in Big Brother Brazil 21 and how was the process of reversal of the situation. Then the question arises 'were the actions for the recovery of the image of singer Karol Conká enough to reverse the negative perception of audiences on social media?'. For this, a case study and content analysis of the social network Twitter was carried out, and posts were selected between January and August 2021, such as the comments analyzed and classified to understand whether the perception of the public was good or not. Among the main results, it was observed that the management actions were in fact effective, and Karol achieved a positive return from the public.