Masculinity, cancel culture and woke capitalism: exploring Twitter response to Brendan Leipsic’s leaked conversation

Sailofsky, Daniel ORCID logoORCID: (2022) Masculinity, cancel culture and woke capitalism: exploring Twitter response to Brendan Leipsic’s leaked conversation. International Review for the Sociology of Sport, 57 (5) . pp. 734-757. ISSN 1012-6902 [Article] (doi:10.1177/10126902211039768)

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On 6 May 2020, photos were leaked from a conversation in which Brendan Leipsic of the National Hockey League’s Washington Capitals, his brother Jeremy of the University of Manitoba Bisons and several others made vulgar, misogynistic comments about women and about other hockey players’ girlfriends and wives. Following the release of the conversation and the subsequent dismissal of both Leipsic brothers from their respective teams, many took to Twitter to explain their thoughts on this situation. This study analyses nearly 1000 Twitter replies to the Leipsic situation and explores how these responses are shaped by questions of masculinity, accountability, legality, privacy and hockey culture. Contrasting responses to both the scandal and the institutional response to it are emblematic of larger contemporary questions regarding narratives of ‘cancel culture’, ‘woke capitalism’, acceptable masculinities and interactions between them.

Item Type: Article
Keywords (uncontrolled): masculinity, cancel culture, Twitter, hockey, hockey masculinity, inclusive masculinity, woke capitalism
Research Areas: A. > School of Law > Criminology and Sociology
Item ID: 34122
Notes on copyright: © The Author(s) 2021.
This article is distributed under the terms of the Creative Commons Attribution 4.0 License ( which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (
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Depositing User: Daniel Sailofsky
Date Deposited: 05 Nov 2021 09:19
Last Modified: 02 Jul 2022 04:45

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