Cancel culture has become a widely discussed phenomenon in contemporary society, often described as either a form of justice or a threat to free speech. This study examines how four public figures in Sweden, Margaux Dietz, Paolo Roberto, Vlad Reiser, and Bianca Ingrosso, have responded to being cancelled and how their audiences reacted to their public apologies. By applying a thematic analysis, this research explores the different rhetorical strategies used to manage public backlash. The study is grounded in theories such as Bourdieu’s field theory, Image Repair Theory, and Group Polarization to analyze both the apology strategies and the audience’s reception. Additionally, a gender perspective is incorporated to investigate whether there are notable differences in how male and female public figures navigate cancel culture. 

Findings show that public figures use various methods to restore their reputation, including denial, justification, and corrective actions. Audience reactions suggest that gender influences how apologies are perceived, with female public figures often facing greater scrutiny and criticism compared to their male counterparts. This study gives insight into the intersection of social media, reputation management, and gender dynamics within the framework of cancel culture.