War was declared on the world's main stars. Why did the fans decide to completely ignore them and deprive them of their income?: Phenomena: Values: Lenta.ru

“We can’t even imagine how much power we actually have,” thought the fans, who suddenly decided to completely ignore the stars. Social networks for celebrities are almost the main source of their popularity and, accordingly, earnings, so a flash mob to be completely ignored will definitely not go unnoticed by them. Why fans suddenly decided to ignore their idols and what this would lead to was explored by Lenta.ru.

Who started the trend of ignoring stars?

Blogger Anita from Cape Town published video in which she urged viewers to ignore the social networks of all the stars. “Imagine how fun it would be if their posts got 13 likes,” the influencer joked in the description.

Ironically, it was this video that made the girl famous on TikTok, gaining a record 53 million views and almost 11 million likes. Users eagerly took up the blogger’s idea and began nominating stars who deserved to be ignored, leaving more than 30 thousand comments under the video.

Among the targets of trend followers were singer Jojo Siwa, TV star Kylie Jenner, blogger Haley Bailey, businesswoman Kim Kardashianrapper Lizzo, pop singer Taylor Swift, singer Beyoncé and dozens of other famous personalities. “The fact that it worked on JoJo Siwa,” reads a comment with 767,000 likes.

Which stars have suffered due to the new trend?

Dancer Jojo Siwa really became a victim of a flash mob launched by Anita. For example, one of her videos with 17 million views received only 38 thousand likes, and some comments under it even received more likes than the video itself. “It seems like I’m in trouble,” the performer said.

According to Siva, managers and lawyers even forbade her to publish new content during the flash mob. However, she never disclosed the details of such a request from the team. The singer did not talk about the negative consequences that arose in her career against the backdrop of total ignorance from the audience.

After successfully trying to ignore JoJo Siwa, netizens turned to Kim Kardashian, Taylor Swift and Adam Levine. In their opinion, these stars do not deserve their worldwide popularity.

Why did fans choose to ignore the stars?

On social networks, fans explain: this is not a matter of banal hate from individuals, but an attempt to resist the culture of influence as such. By ignoring celebrities, the public is trying to get rid of the views imposed by the stars. “The less influence they have, the less advertising and products they will be able to impose on us,” explain network users.

Moreover, such ignoring is not the first time in the last year. Back in May to the stars arranged sheer blockout“cancelling” them for hosting the Met Gala and the Cannes Film Festival during an escalating conflict between Palestine And Israel.

“The problem for celebrities who try to monetize their content is that the less engagement they get from fans, the lower they are valued by any brand,” explains a university professor at Toronto Jordan Foster.