Abstract
The article examines the phenomenon of “cancel culture” as a significant aspect of contemporary media ecology. It explores various theoretical approaches to defining this phenomenon, analyzing its key characteristics and operational mechanisms within the digital sphere. Particular attention is given to the dualistic nature of cancel culture, which can serve as both a mechanism for advancing social justice and a form of cyberbullying. Empirical examples are cited to illustrate the diverse outcomes – both positive and negative – of practices associated with “undoing”. The importance of adhering to legal and ethical standards in the conduct of such campaigns is substantiated. Furthermore, the article proposes conditions under which cancel culture could be transformed into a constructive tool for social regulation, emphasizing the importance of information verification, evidence-based practices, and the cultivation of critical thinking among participants.