Dynamics of Online Firestorms and Cancel Culture: A Case Study of the Sock and Allah Controversy in Malaysia
Article

This paper examines the intersection of online firestorms and cancel culture, two phenomena that have become increasingly prominent in the digital age. Drawing on theoretical frameworks from media studies and sociology, it explores the causes, characteristics, and impacts of online firestorms within the context of cancel culture. Through a review of existing literature and relevant case studies, the paper seeks to deepen our understanding of how online discourse is shaped and mediated by digital platforms, and the implications of this discourse for individuals, organizations, and society as a whole. Specifically, this study investigates the phenomenon of cancel culture through the lens of the KK Mart sock and Allah controversy. Focusing on Facebook discussions (n=5401) across three major news portals The Star, Sin Chew Daily and MalaysiaKini and the resulting online firestorm, this study analyses to uncover the dynamics of public outrage, the mechanisms of digital mobilization, and the broader implications for businesses and societal norms. The analysis of social media interactions offers insights into how digital platforms shape public discourse and the consequences of cancel culture in a multicultural society such as Malaysia.