What is the celebrity ‘blockout’ over the war in Gaza?

NEW YORK (AP):

Some social media users are calling out celebrities for what they say is inaction in the face of a humanitarian crisis in Gaza — and they’ve taken to a ‘blockout’ to pressure the stars to take a stand.

For the blockout, users put a block on seeing any and all content from the accounts of certain celebrities on social media platforms, including X, TikTok and Instagram. Some have posted about the celebrities they’ve blocked, using a hashtag such as #blockout, #blockout2024, or #celebrityblockout, while others have shared posts from users lambasting attendees of high-glamour events like the Met Gala and contrasting it with the situation in Gaza.

Blockout participants say it’s a protest because the celebrities either haven’t spoken up or haven’t said enough against Israel’s actions in Gaza during its war with Hamas. Since the war erupted in October with Hamas’ deadly attacks, Israel’s military has killed more than 35,000 people in Gaza, according to Gaza’s health ministry.

HOW DOES THE BLOCKOUT WORK?

On social media platforms, users see content from people they follow, as well as from those chosen for them by algorithms. In both instances, users can select options to mute or block a person or account.

Blocking the accounts of celebrities or influencers means not seeing any of the content they produce on social media — no posts, no photos or videos, no collaborations with sponsors. The number of people interacting with content brings in money, so the blocks are meant to affect views, engagement and — ultimately — pay cheques.

WHO IS BEING BLOCKED?

There is no single organised list of celebrities being blocked. Blocking is up to each social media user. And every celebrity, influencer or content creator must be blocked individually on each platform.

Protests around the Israel-Hamas war have grown, with encampments on college campuses around the country. Amid those movements, attention to what celebrities and influencers were, or weren’t, saying got a boost after the Met Gala last week.

The annual party draws a host of famous faces from the worlds of fashion, movies, music, sports and more. It’s known for its over-the-top arrivals carpet and the elaborate outfits celebrities wear. This year, the gala was circled by protesters for much of the evening.

WILL THE BLOCKOUT BE EFFECTIVE?

The effectiveness and staying power of the blockade are yet to be seen, said Beth Fossen, assistant professor of marketing at Indiana University. It might depend on the celebrity and what they’re known for — a famous person whose ‘brand’ is tied to humanitarian causes may be more affected than one known primarily for talent, she added.

There has been criticism of the blockout, with some questioning what the parameters are for judging whether someone should be blocked.