The #Metoo movement and its branding and reputational repercussion in the areas of film, politics and television

Del boca a boca a un movimiento viral que atravesó continentes, el Movimiento #MeToo ha transformado el panorama político y cultural. Todo el mundo conoce el significado del hashtag y sus repercusiones. Hoy en día, el movimiento sigue teniendo repercusiones en nuestras vidas y en las carreras de las figuras públicas involucradas en el mismo, en calidad de acusados, acusadores o terceros. En este ensayo definiremos, describiremos y analizaremos las consecuencias reputacionales del movimiento y de la gente involucrada en él en las áreas del cine, de la política y de la televisión estadounidense.

En primer lugar, un análisis del concepto #MeToo será explicado para poder delimitar las áreas de estudio. Su objetivo inicial, cronología e impacto comunicativo serán analizados. Todo ello se hará teniendo en cuenta el punto de vista de la comunicación de crisis. Esto nos será útil de cara al posterior análisis por áreas, en el que estudiaremos casos específicos para así poder encontrar una respuesta a la pregunta principal del ensayo: Se pueden mitigar las consecuencias reputacionales del Movimiento #MeToo?

From word of mouth to a social media trend that traversed continents, the #Metoo movement has shaped the cultural and political panorama, taking a life of its own. The whole world knows what the hashtag stands for. Its consequences and repercussions are still flourishing and impacting our daily lives, and the lives of well-known individuals whose careers have drastically shifted after being involved in sexual harassment accusations, either as accusers, as accused or as third parties. In this paper we will define, describe and analyze the branding and reputational repercussion of the movement in itself, of the people who raised their voices in the areas of film, politics and television, specifically in the United States.

First of all, a thorough analysis of the concept of #Metoo will be provided, so as to clarify and delimit the areas of study for the paper. Its purpose, timeline and impact will be explained, as well as the role that social media and traditional media played for its globalization. On top of that, the influence of the movement in itself and the impact it had on public figures of the areas outlined will be discussed. All done through a crisis communication perspective. All in all, the cultural areas of study will be brought forward throughout the whole course of the analysis, so as to compare and examine the reach and outcomes of the movement within them, from its start to the present days. Specific cases of renowned people will be brought up and studied. The study shall answer the following question: Is it possible to mitigate the reputational effects of the #MeToo Movement?