NEW YORK: In the wake of ongoing Israeli bombardment campaign in Gaza, social media has become a battleground of its own, with users initiating a digital protest aimed at celebrities who remain silent on the crisis. Dubbed #Blockout2024, the movement has gained traction following the Met Gala 2024, where discontent surfaced over the apparent indifference of some celebrities towards the conflict.
The campaign, reminiscent of the French Revolution’s guillotine, has seen users actively blocking famous personalities on platforms like Instagram, TikTok, and X. The objective? To hit celebrities where it hurts the most: their pocketbooks.
The genesis of #Blockout2024 can be traced back to the Met Gala held in New York on May 6. While the event dazzled with its opulence, social media users were quick to point out the stark contrast between the lavish displays and the grim reality of Gaza’s plight. The silence of certain celebrities in addressing the ongoing conflict, which has killed over 35,000 Palestinians, mostly women and children, stirred widespread outrage.
#blockout2024 ..🇵🇸
The quickest way to hurt them is by not giving them more money . pic.twitter.com/8PbRA4WvwA— أروى الفضلي🔻 (@arwaalfadly) May 10, 2024
My teacher used to tell us to pay attention to the hunger games bcuz one day we might live thru it.. #HungerGames2024 #metgala pic.twitter.com/EseLImbbca
— Alijah Ortiz (@ortizfealijah) May 13, 2024
One incident that sparked particular fury involved TikTok influencer Haley Kalil, who posted a video outside the Met Gala lip-syncing the infamous words, “let them eat cake,” often attributed to Marie Antoinette. Against the backdrop of Gaza’s starvation crisis, exacerbated by the war, Kalil’s video struck a nerve, igniting further calls for action.
An influencer straight up making a “let them eat cake” video at the met gala last night. No self awareness at all. None. pic.twitter.com/39rYMZqzLe
— Read Let This Radicalize You (@JoshuaPHilll) May 7, 2024
As the movement gained momentum, lists of celebrities to block began circulating on social media platforms. Notable figures such as Gal Gadot, Kim Kardashian, Zendaya, and Taylor Swift found themselves on these blocklists, drawing attention to their silence or insensitivity towards the Gaza conflict.
the point is they've been IGNORING the genocide in palestine and the tone deaf "let them eat cake" video was the last straw. we're fed up of supporting ppl with so money and influence who do absolutely nothing with it. we are the reason they're rich, we watch
— tati.feli. (@ctrlyoself) May 12, 2024
"not informed enough" on a gen0cide that's been happening for 8 months??? she's acting like she doesn't have access to all the resources one would need to be informed. how ignorant and disgusting. pic.twitter.com/19aWwZefbB
— kp (@earthlykisssed) May 12, 2024
But how effective is blocking as a form of protest? According to experts, it’s more impactful than simply unfollowing. Eddy Borges-Rey, an associate professor at Northwestern University in Qatar, explains that blocking cuts off all interaction with a celebrity’s content, reducing their audience size and deprioritizing their posts on social media algorithms. This, in turn, can diminish their advertising revenue, directly impacting their influence.
