NEW YORK (AP) – Some social media users are accusing celebrities of not doing anything in the face of the situation. humanitarian crisis In Gaza – and they launched a “blockout” to pressure the stars to take action.
Blockout blocks users from viewing any content from a specific celebrity's account on social media platforms such as X, TikTok, and Instagram. Using hashtags like #blockout, #blockout2024, and #celebrityblockout, some people post about the celebrities they've blocked, while others share posts from users criticizing participants in glamorous events such as . met gala And contrast that with the situation in Gaza.
Blockout participants say they are protesting because celebrities did not speak out against Israel's actions in the Gaza Strip, or did not speak up enough. war with hamas. Israeli forces have killed more than 1,000 people since the war erupted on October 7 with a deadly Hamas attack. 35,000 people in GazaAccording to the Gaza Ministry of Health, the ministry does not distinguish between civilians and combatants.
How does blockout work?
Social media platforms allow users to see content not only from the people they follow, but also from people selected by algorithms. In both cases, users have the option to mute or block individuals or accounts.
Blocking a celebrity or influencer's account means you won't see any of the content they produce on social media. No postings, photos or videos, or collaborations with sponsors are allowed. The number of people interacting with your content brings you money, so blocks are intended to influence views, engagement, and ultimately, salaries.
This blockout is also aimed at targeting celebrity brands by drawing attention and attention away from their content.
Who is being blocked?
There is no single list of blocked celebrities. Some users will suggest famous people, while others will decide for themselves. Celebrities from both the United States and abroad are among those included in the blockout.
It is up to each social media user to block them or not. And all celebrities, influencers, and content creators must be blocked individually on each platform.
How did Blockout begin?
Protests over Israel-Hamas war expand, encampments set up on university campuses nationwide. Amid these movements, attention to what celebrities and influencers said or did not say increased even more after the war. met gala last week.
This annual party attracts many celebrities from the worlds of fashion, film, music, sports, and more. It is known for its extravagant arrival carpets and elaborate costumes worn by celebrities. This year, the gala was surrounded by protesters for most of the night.
Social media was flooded with images of the star-studded event. Around the same time, images circulated of Israel launching a military operation in the southern Gaza city of Rafah. For this reason, some users have criticized the contrast between the celebrity pomp at the celebration and the situation in Gaza, using images of both to highlight celebrities who do not use their platforms to speak up for those who are suffering. criticized.
Will blockouts be effective?
Beth Fossen, assistant professor of marketing at Indiana University, said the effectiveness and durability of the lockdown remains to be seen. It may depend on the celebrity and what they are known for, but celebrities whose “brand” is tied to humanitarian causes may have a greater impact than those who are primarily known for their talent. No, she added.
“If your identity is really tied to promoting something that is key to the boycott, this can have very serious consequences for you,” Fossen said. “Influencers who have made a name for themselves promoting peace may remain silent on this issue. Their followers may not forgive them.”
Is there a blockout backlash?
The blockade has also been criticized, with some saying the focus on celebrities is distracting from what's happening on the ground in Gaza. Others have questioned what the parameters are for determining whether someone should be blocked, and what is required when a prominent figure speaks out or takes sufficient action.
