Cancel culture is a social media phenomenon that targets someone for bad behavior in a process of public shaming, or, being “cancelled”. I use qualitative analysis methods to identify elements of cancel culture’s narrative, and how cancel culture is representative of the end of a parasocial relationship.

Unboxing videos allow consumers a vicarious experience of a product, with more emotional connection than a review. Unboxing is conceptualised as a practice distinct from opening a box, imbued with meaning for the viewer and consumer giving it potential as a marketing tool in attracting consumers’ attention.