LETTERS: Last year, MyAqsaDefenders, together with other non-governmental organisations, launched a high-impact cyberattack campaign.
They urged Malaysians to post their support for Palestine by sharing the hashtag #koyakIsrael on all social networking sites, such as Facebook, Twitter and Instagram.
The campaign was a huge success when #koyak and #koyakIsrael went trending for days on social media. In fact, the word koyak ended up in Urban Dictionary with a definition "used in the context of 'triggered' on the Internet".
For those who are not familiar, this can be best described as an emerging "cancel culture", in which an offending issue is used to trigger a call to remove (cancelling) support for individuals, organisations, issues and even brands.
Cancelling in this context involves putting an issue in the limelight so that as many social media users as possible are aware of the perceived offence.
Next, the call for cancellation begins. As the campaign reaches its frenzy, the pressure intensifies for the targeted individual or organisations to review their actions.
In truth, anybody can get caught in the crosshairs. Recently, TVAlhijrah caused an uproar online for inviting "Kak Long 7E" as a guest at its talk show, despite a video clip of her lashing out at a 7-Eleven staff going viral weeks before.
Thousands of comments flooded the broadcasting channel's social media platforms. Local netizens heavily criticised TVAlhijrah for making famous an individual that they deemed to be morally challenged.
Hours after the relentless criticism, TVAlhijrah issued a press release stating that the broadcasting channel was aware of the discomfort caused among its viewers.
The press release, which was shared on its Facebook profile, had garnered more than 12,000 comments and 2,500 shares.
Based on this recent "cancellation", the time is ripe for broadcasting companies to be sensitive towards acceptable behaviour and values.
Generally, Malaysians have struggled with issues pertaining to moral degradation among public figures, government officials and individuals.
Most of the time, they feel that the established justice system is not delivering accordingly. Hence, their level of tolerance towards a lack of integrity, corruption and vice is at an all-time low.
Malaysians demand a different narrative. Cancel culture gives them the voice to call for accountability. It has become a tool to seek social change that they desperately clamour for. The question is, should we allow this culture to establish itself in our society?
While "cancelling" individuals or organisations may produce an immediate desired effect, this phenomenon has its own drawback. Cancel culture opens the floodgates to cyberbullying.
The targeted figure may find him or herself under intense and prolonged criticism.
These cyberattacks can also manifest themselves into more sinister outcomes, and if not well-moderated, many may crumble under the immense psychological pressure.
Broadcasting stations strive for ratings, and this is an open secret. Nevertheless, they must not compromise the values which are at the core of our society.
A more subtle approach is required when addressing issues that have gone "viral" so that it is suitably addressed.
ZARLINA MOHD ZAMARI
Senior lecturer, Academy of Language Studies, UiTM Perak, Seri Iskandar campus
The views expressed in this article are the author's own and do not necessarily reflect those of the New Straits Times