Understanding the viral #BlockOut2024 movement affecting mega-celebrities
TikTok users are taking drastic steps to hold celebrities accountable for their silence on pressing humanitarian issues, in an unprecedented social media movement dubbed “BlockOut2024“.
The campaign, which involves blocking celebrities who have not spoken out about the ongoing war in Gaza, is gaining traction and making waves in the digital world.
The movement began earlier this month as tensions escalated in Gaza. Social media users, frustrated by the perceived indifference of high-profile figures, launched BlockOut2024 to force celebrities to use their platforms for social advocacy. The campaign gained significant momentum after the Met Gala on May 6, which coincided with an Israeli attack on Rafah, a town in Gaza where many Palestinians have sought refuge.
The term “digital guillotine” or “digitine” has become synonymous with the movement. It all started with influencer Haley Kalil (haleyybaylee), who faced severe backlash for a TikTok video she posted on the night of the Met Gala.
In the video, Kalil flaunted her Met Gala look while lip-syncing to a line from the 2008 film Marie Antoinette, in which Kirsten Dunst’s character infamously says “Let them eat cake“. The phrase, historically associated with Marie Antoinette’s perceived insensitivity to the suffering of the French people during a famine, struck a chord with viewers, particularly in the context of the ongoing conflict in Gaza.
Kalil’s video was immediately criticised for its tone-deafness and insensitivity, with some comparing it to the dystopian themes of The Hunger Games. In response to the backlash, Kalil apologised and clarified her role as a pre-Met Gala host for E! News, stating that she did not attend the event. She also admitted that she had refrained from discussing Gaza due to her lack of knowledge on the subject.
The TikTok account @ladyfromtheoutside was quick to capitalise on the controversy, launching the “digital guillotine” campaign. “It’s time to block all the celebrities, influencers, and wealthy socialites who don’t use their resources to help those in need,” the account proclaimed. “We gave them their platforms. It’s time to take them back, take away our views, our likes, our comments, our money.”
Shortly after, the @Blockout2024 account appeared, further galvanising users to block celebrities as a means of disrupting their revenue streams by reducing engagement with their content. Similar accounts have since popped up, amplifying the call to action.
The BlockOut2024 movement has already led to a noticeable drop in followers and engagement for several celebrities.
How to block and unblock users
For those participating in BlockOut2024, here’s how to block and unblock someone on social media:
To block a user:
1. Go to the person’s profile.
2. Tap the three dots icon in the top right-hand corner.
3. Tap Block and follow the steps in the application.
To unblock a user
1. Go to the person’s profile.
2. Tap the three dots icon in the top right corner.
3. Tap Unblock and follow the steps in the app.
To block people in bulk
1. Long press on a comment or tap the pen icon in the top left corner to open options.
2. Tap Manage multiple comments.
3. Select up to 100 comments.
4. Tap More.
5. Tap Block Accounts.
The mass blocking feature allows you to block up to 100 accounts at once, streamlining the process of participating in the BlockOut2024 movement.