The Digital Guillotine: Celebrity Divestment in the Digital Age
Overview
In 2024, social media witnessed the rise of the “digital guillotine,” a movement mobilizing individuals to “unfollow” celebrities who don’t align with their political views. This movement aimed to sever celebrities’ online presence and financial support, effectively silencing their voices in the digital sphere.
The Met Gala Controversy
The 2024 Met Gala became a catalyst for the digital guillotine movement. As celebrities graced the red carpet, violence erupted in Rafah, Gaza. The juxtaposition of these events sparked outrage, with critics condemning celebrities for their apparent indifference to the suffering unfolding just miles away.
The Blockout 2024 Movement
In response to the Met Gala controversy, the Blockout 2024 movement emerged. Its goal was to “block out” celebrities who remained silent or took a “both sides” approach to the Israeli-Palestinian conflict. Supporters argued that this would curate online spaces, eliminating unproductive celebrity discourse and holding them accountable for their silence.
The Commodification of Celebrity
Communications Studies scholar P David Marshall views celebrities as “marketable commodities.” This perspective suggests that their lack of involvement in Gaza should not be surprising. Marshall argues that celebrities’ primary function is to generate revenue, and political activism may jeopardize their commercial viability.
The Digital Guillotine: Celebrity Divestment in the Digital Age
The Met Gala Controversy
The 2024 Met Gala, known for its glamorous red carpet and star-studded guest list, took place amidst the escalating violence in Rafah, Gaza. The juxtaposition of these events sparked outrage and criticism as celebrities were perceived as prioritizing fashion and spectacle over human suffering. The public outcry highlighted the disconnect between the glitz and glamour of celebrity culture and the urgent humanitarian crisis unfolding in the world.
The Blockout 2024 Movement
Fuelled by the Met Gala controversy, the Blockout 2024 movement gained momentum as individuals pledged to block celebrities who remained silent or adopted a “both sides” approach to the Israeli-Palestinian conflict. Supporters of the movement argued that it was a necessary step to hold celebrities accountable for their influence and to curate online spaces that reflected their values. They believed that by cutting off celebrities’ access to their platforms and financial support, they could send a powerful message of disapproval.
The Commodification of Celebrity
Communications Studies scholar P David Marshall argues that celebrities have become marketable commodities, their value tied to their public image and ability to sell products. From this perspective, it is not surprising that celebrities may prioritize their own interests over political engagement. Marshall suggests that the public’s expectation for celebrities to speak out on social issues may be misplaced, as their primary role is to entertain and sell.
Misplaced Expectations
Writer Haja Marie Kanu posits that the expectation for celebrities to make political statements stems from a lack of strong community leaders and politicians. She argues that by focusing on celebrity perspectives, we may be neglecting the root causes of social and political issues. Kanu suggests that relying on celebrities to educate and inform us can hinder our understanding of complex matters like genocide.
The Paradox of Anti-Celebrity Sentiments
Writer Leen contends that the Blockout 2024 movement perpetuates celebrity culture by engaging with it. She argues that by forcing celebrities to speak out, we are inadvertently giving them more power and attention. Leen believes that the movement provides a sense of satisfaction but does not create meaningful change. Instead, she suggests that we focus on supporting grassroots organizations and community leaders who are actively working to address social justice issues.
Targeting Inconsistencies
The Blockout 2024 movement has faced criticism for its inconsistent targets. The movement includes celebrities who have spoken out against Zionism, such as Bella Hadid, and those who have expressed support for peace, such as Billie Eilish. This raises questions about the movement’s goals and whether it is truly about holding celebrities accountable for their political views or simply silencing those who hold different opinions.
The Effectiveness of the Movement
The effectiveness of the Digital Guillotine remains uncertain. While the movement has gained traction and sparked public debate, its impact on celebrity behavior and public discourse is yet to be fully realized. Some argue that it provides a sense of empowerment and allows individuals to express their disapproval, while others question its ability to create tangible change. The movement’s long-term effects will likely depend on its ability to maintain momentum, engage with diverse perspectives, and clearly define its goals and targets.