‘Blockout 2024’: A movement against celebrity inaction on Gaza
The digital protest could prompt more public figures to take a stand on the Gaza conflict
Many celebrities including Taylor Swift and Zendaya are on the "Blockout 2024" block list. (Claudia Culley)
In wake of Israel’s ongoing military operations in Gaza, a cyberspace movement called “Blockout 2024” has emerged, targeting celebrities perceived as indifferent to the conflict or are not using their platforms to speak out about the crises.
This digital protest, which gained momentum after the Met Gala on May 6, aims to pressure celebrities by blocking their social media accounts on platforms like Instagram, X, and TikTok.
Also known as “Operation Blockout,” the movement was sparked by the perceived insensitivity of celebrities attending the opulent Met Gala amidst the humanitarian crisis in Gaza. Social media was flooded with images of celebrities in lavish outfits, contrasting sharply with the grim reality of Gaza, where over 36,000 people have been killed since Oct. 7 at the time of publication, most of them women and children.
The outrage was compounded by a viral video of TikTok influencer Haley Kalil lip-syncing “let them eat cake,” a phrase associated with Marie Antoinette’s apathy during the French Revolution, against the backdrop of the Met Gala. This tone-deaf gesture, amid reports of severe food shortages in Gaza, intensified the backlash.
Blocking a celebrity on social media is more impactful than simply unfollowing them. Eddy Borges-Rey, an associate professor in residence at Northwestern University in Qatar, said blocking completely cuts off all interaction with the celebrity’s content, unlike unfollowing, which can still allow their posts to appear through algorithm-driven feeds, Al Jazeera reported.
This reduction in visibility can significantly affect a celebrity’s engagement metrics, which are crucial for securing advertising deals. As more users block a celebrity, social media algorithms deprioritize their content, making it less visible, even to those who haven’t blocked them. This decreased visibility can lead advertisers to view the celebrity as less valuable, potentially reducing their ad revenue.
After Kalil faced backlash for her “let them eat cake” video, she issued an apology on TikTok. She clarified her involvement in the Met Gala as a host for E! News, not an actual invitee, and explained that the audio was trending on TikTok. However, her apology did not mention Palestine, Gaza, or Israel, leaving many unsatisfied.
Other celebrities on the block lists include Gal Gadot, Selena Gomez, Kim Kardashian, Zendaya, Taylor Swift, and Harry Styles. The movement has prompted a noticeable decline in followers for some celebrities, such as Taylor Swift, who reportedly lost 300,000 followers on TikTok and 50,000 on Instagram in one week.
While many social media users support the “Blockout,” others criticize it as performative activism, arguing that it distracts from the real issues on the ground in Gaza. Some suggest the movement’s posts are overshadowing crucial updates and fundraising efforts for Gaza.
The true impact of “Blockout 2024” remains to be seen. Its effectiveness will likely depend on the movement’s scale and the sustained commitment of its participants. As celebrities begin to lose followers and possibly advertising deals, the movement could prompt more public figures to take a stand on the Gaza conflict. However, the balance between raising awareness and ensuring meaningful action remains a critical challenge for the “Blockout” movement.
