This abstract originates from the dissertation research entitled "From worship torepudiation: how cancel culture transformed J. K. Rowling's public image in digital fancommunities in Brazil". Its objective is to present the main conclusions regarding thementioned study, which sought to investigate the transformations in the image andreputation of J.K. Rowling, author of the Harry Potter books saga, towards a specificaudience – brazilian potterheads – considering the cancellation process in which Rowlinghas been involved since 2019, after a series of allegedly transphobic statements. After thetheoretical chapters, the last part of the dissertation was dedicated to methodologicallysubstantiating the research and analyzing the selected corpus, based on theanthroposemiotic approach, which combines the digital ethnographic method ofAnthropology with the interpretive bias of Peircean semiotics, capable of unveiling themeanings engendered by signs (Perez, 2020). Thus, the digital fan community ‘Harry PotterBrasil’ was selected, on the Facebook platform, to collect the research corpus, resulting inthe qualitative analysis of five publications and around 1,500 comments. Each of the postshad three moments of analysis, making the correlation between the three formal anduniversal categories in all phenomena, proposed by Peirce and elucidated by Santaella(1995) - Firstness, Secondness and Thirdness - and the three structural aspects present ineach post: image, main text, and comments. The most relevant inferences point to aspontaneous association between J.K. Rowling and the transphobia subject, indicating asignificant damage to her social and symbolic capital (Bourdieu, 1997).