The article reveals the methodological possibilities of critical discourse analysis for studying communication phenomena and processes unfolding in social media. Using Fairclough’s CDA, supplemented by Martin and White’s Appraisal Theory, the phenomenon of cancel culture as a discursive event accompanied by a high level of digital activism was investigated. In particular, the interconnectedness of the factors “text – discursive practices – social practices” was observed in the specific case of Cancel Culture – “Farion-hate”. The multivariate evaluation model demonstrated social pressure in the discursive field of social media, a gradual increase in the Disclaim index, which is an indicator of cancelling, and the development of the “zero-sum game” effect. It has been proved that social media is a communication and discourse structure that causes social change.
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