The problem with cancel culture is mainstream media bias and is often used as a deliberate effort to destroy the lifetime legacy of a target celebrity, public figure, politician, etc.
In other words, cancel culture is a carefully orchestrated witch-hunt (or witch-purge) to ruin the reputation of an influential person who decides not to promote an agenda or narrative about any pre-planned X event.
One can also look at cancel culture from a different perspective, for example, I will call this "self-cancel culture" where an influential person does something hoping to trend but the clout chasing strategy eventually goes terribly wrong when they go too far hence resulting in irreparable harm to their own brand.
Therefore, cancel culture needs to be redefined. I think it differs depending on who you ask. For example, from a propagandist perspective cancel culture is what you'd call direct propaganda.