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Abstract

Cancel culture is a social phenomenon that occurs when an individual receives public backlash due to actions or statements considered to violate social norms. This phenomenon has become increasingly prominent in South Korea, attracting attention in its highly collective and responsive digital society, which has led to its portrayal in various media works. One such work is the film Pilot (2024), which tells the story of a famous pilot's reputation falling after a gender-biased comment of his spread widely online and drew public scrutiny. This study aims to analyze the representation of cancel culture in the film Pilot (2024) using a qualitative approach with the Critical Discourse Analysis (CDA) method developed by Jäger and Maier. The analysis reveals that the film represents cancel culture as a complex social mechanism through discourse construction reflected in language, actions, and visual elements. This representation illustrates how power dynamics, gender bias, and expectations of professionalism interact to shape social consequences for individuals deemed to have committed a transgression. The film also portrays various responses to social pressure and highlights the role of social media as a primary space for shaping public opinion in the digital era.

References

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Cummings, K. H., Zafari, B., & Beitelspacher, L. (2024). #Canceled! Exploring the phenomenon of canceling. Journal of Business Research, 186, 115025. https://doi.org/10.1016/j.jbusres.2024.115025

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Jäger, S., & Maier, F. (2009). Theoretical and Methodological Aspects of Foucauldian Critical Discourse Analysis and Dispositive Analysis. In R. Wodak (Ed.), Methods of Critical Discourse Analysis (pp. 34–61). Sage.

Jeon, G. W. (2025). 사회적 규범을 어긴 유명인은 대중에 의해 어떻게 끌어내려지는가? : 캔슬컬처의 미디어 셀러브리티 구성방식에 대한 비판적 담론분석 =. How Are Celebrities Who Violate Social Norms Brought Down by the Public?: A Critical Discourse Analysis of Media Celebrity Construction in Cancel Culture.

Kim, H. (Director). (2024a). Pilot [Film]. shotcake, MOVIEROCK.

Available on Netflix

Kim, H. (Director). (2024b). Pilot [Film]. shotcake, MOVIEROCK.

Available on Vidio

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Bahasa Abstract

Cancel culture merupakan fenomena sosial yang terjadi ketika seseorang mendapat kecaman publik akibat tindakan atau pernyataan yang dianggap melanggar norma sosial. Fenomena ini semakin berkembang di Korea Selatan dan menjadi sorotan dalam masyarakat digital yang kolektif dan responsif, sehingga banyak diangkat dalam berbagai karya media. Salah satu film yang merepresentasikan fenomena ini adalah Pilot (2024), dengan narasi tentang jatuhnya reputasi seorang pilot terkenal yang menjadi sorotan publik setelah komentar bias gendernya menyebar luas secara daring. Penelitian ini bertujuan untuk menganalisis representasi cancel culture dalam film Pilot (2024) melalui pendekatan kualitatif dengan metode analisis wacana kritis (AWK) yang dikembangkan oleh Jäger dan Maier. Hasil analisis menunjukkan bahwa film Pilot (2024) merepresentasikan cancel culture sebagai mekanisme sosial yang kompleks melalui konstruksi wacana yang tercermin dalam bahasa, tindakan, dan elemen visual. Representasi ini memperlihatkan bagaimana dinamika kekuasaan, bias gender, dan tuntutan profesionalisme saling berkaitan dalam membentuk konsekuensi sosial terhadap individu yang dianggap melakukan kesalahan. Film ini juga menunjukkan berbagai respons terhadap tekanan sosial, serta menegaskan peran media sosial sebagai ruang utama dalam membentuk opini publik di era digital.

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