A global movement known as Blockout 2024 gained momentum as thousands of individuals began blocking celebrities on social media platforms. The mass blocking is a protest against celebrity culture, aiming to reduce the overwhelming followings of certain public figures.
What #Blockout2024 means
Following the Met Gala, TikToker @BlockOut2024 posted a video encouraging users to block celebrities on social media. It prevents their earnings from ad revenue, as a way to push back against their silence on the crisis in Gaza.
He mentioned that he had blocked Kim Kardashian (a Met Gala regular) back in December 2023. Social media users quickly caught on to the trend, sharing videos of the specific celebrities they were targeting to block alongside the hashtags #blockout, #digitine, and #celebrityblock.
And @BlockOut2024 was not the only user who initiated a digital campaign to cut off celebrities online.
Objective of Blocking Celebrities
The primary objective of blocking celebrities on social media is to decrease their follower count, potentially impacting their earning potential. Unlike simply unfollowing someone, blocking a user completely cuts off all interaction with that person online.
This reduction in audience size leads social media algorithms to deprioritize the content of the blocked individual and decreased visibility across the platform.
Eddy Borges-Rey, an associate professor at Northwestern University in Qatar, highlighted that heavy reliance of social media celebrities on high visibility and engagement. He added, “It attracts and maintain advertising deals”. People see blocking as a form of direct action to challenge this status quo.
Origins of the Blocking Celebrities Movement
The Blockout 2024 movement gained traction following the Met Gala on May 6, 2024. People compared photos from the event, where tickets cost $75,000 each to the devastating conditions in Gaza.
This led to criticism of celebrities for not speaking out about the conflict on loss of life and a dire humanitarian crisis. It includes the reports of a “full-blown famine” in Northern Gaza according to the United Nations World Food Program.
How is Marie Antoinette connected to this?
Prior to the Met Gala, where she was appointed as a host, TikToker Haley Kalil, who has 9.9 million followers on the app, posted a TikTok video. She used the phrase “Let them eat cake” from the 2006 movie Marie Antoinette.
Historians believe that the real French queen Marie Antoinette never actually said the phrase often attributed to her. During the French Revolution, the revolutionaries ultimately beheaded her by guillotine, due to her monarchy.
The creation of the “Digitine”
Kalil’s video led to the creation of the “digitine,” or digital guillotine, termed by TikToker @LadyFromTheOutside.
“It’s time to block all the celebrities, influencers, and wealthy socialites who are not using their resources to help those in dire need,” she expressed in her video. The video garnered over 500,000 likes on the platform, along with hundreds of encouraging comments.
“Let them eat cake” Controversy
In this YouTube video, you will explore and understand the storm Haley Kalil stirred at the Met Gala with her controversial “Let them eat cake” TikTok video:
Which celebrities are being blocked?
As per social media posts, users are blocking various celebrities such as Harry Styles, Jojo Siwa, Ellen DeGeneres, Kevin Hart, Shakira, Taylor Swift, Cristiano Ronaldo, Harry Styles, Billie Eilish, Zendaya, Beyoncé, Mohamed Salah, Oprah.
They also blocked Kim Kardashian, Caitlyn Jenner, Kendal Jenner, Timothee Chalamet, Bad Bunny, Tiger Woods, Malala Yousafzai, Ariana Grande, Lionel Messi, Drake and Alia Bhatt. However, individuals are sharing their thoughts on the different stars they are blocking on a daily basis.
Public Response and Participation
TikTok users have used the hashtag #blockout2024 over 29,000 times, generating significant attention on social media. Participants in the movement are planning to block celebrities across multiple platforms including Instagram, Twitter, and TikTok.
Social media users have expressed their support for the movement by shifting away from celebrity obsession and influencer culture.
The movement has sparked discussions about the influence of celebrities and the power of social media users through collective action.
Why are people upset with the Met Gala attendees?
While many people praised the fashion, social media users criticized this year’s Met Gala for its extravagant display of wealth and opulence amid the ongoing Israeli war in Gaza. Following the Met Gala, social media users have been cutting off celebrities from their main source of influence (known as online capital) through the widespread promotion of digital campaigns.
Mallika Sadhu is a journalist committed to revealing the raw, unfiltered truth. Mallika's work is grounded in a dedication to transparency and integrity, aiming to present clear and impactful stories that matter. Through comprehensive reporting and honest storytelling, she strives to contribute to provide narratives that genuinely inform and engage. When not dwelling in the world of journalism, she is immersed in the colors of her canvas and pages of her journal.
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