What do J.K. Rowling, Sia and Kanye West all have in common? They were canceled online. Cancel culture is an example of the psychological phenomenon known as groupthink. Groupthink occurs when a group of people reach a consensus, setting aside their personal beliefs to not challenge the status quo, according to Verywell Mind.
Verywell Mind suggests there are four reasons behind groupthink: a sense of group identity, an influential leader, a perception that others in the group are more knowledgeable on a topic or a stressful environment. Groupthink is not a new concept. The Salem witch trials of 1692 are an example of group thinking that led to the deaths of innocent women deemed witches in Salem, Massachusetts. The event possessed all of the typical elements of groupthink— the Puritans as a strong group identity, accusers and charismatic leaders, a lack of knowledge about witchcraft and overall hysteria.
This mob-like mentality also pervades the internet, causing people to band together and “cancel” content creators to hold them accountable
for their actions or beliefs. This occurs when internet algorithms elevate content a viewer might enjoy, bringing together people who have similar preferences online.
The algorithms introduce viewers to charismatic leaders whose opinions influence the group’s thinking. Consider Andrew Tate and his army of “sigma” males, who advocate male supremacy. According to Vox, Tate’s popularity stems from his portrayal of traditional male characteristics. To followers, he appears to be a man who is “in control” and infallible, which prove to be attractive traits to his primarily young (white) male fanbase of over 7 million followers on Twitter alone.
While groupthink is often cast as a negative phenomenon, it can also be positive. Generating a group consensus may increase decision making and group cohesiveness, according to Psychology Today. For example, when marketing researchers conduct focus groups that provide feedback on a product, groupthink among the consumer sample allows researchers to quickly assess the opinions of the masses.
Despite the positive aspects of groupthink, junior Katelyn Sandvik of Manalapan believes that the drawbacks outweigh the benefits.
“I’ve found that when I try to conform to a group, I give up my own opinions and go against my beliefs,” Sandvik said. “There’s nothing positive about that.”
