According to the Treccani encyclopedia, the word of the year should be “respect” but, judging by social media, “revenge” could be more appropriate. The resentment spreads from Instagram to Twitter to TikTok, pushing people to find new ways to get revenge. Sometimes the causes raised are also sacrosanct and organizing to subvert the system would not hurt. There is, however, some doubt about the execution. In a short time we went from promoting the Korean 4b movement (abstaining from sexual relations, marriages and children with heterosexual males) to give a message to men who are children of patriarchy, to transforming Luigi Mangione into a hero for killing Brian Thompson CEO of United Healthcare is a symbol of the injustices underlying the US health insurance system. Now Another trend was born on TikTok: taking revenge on celebrities by ignoring them, to show them that, without the consent of their fans, they are nothing.
It all started, almost by chance, from a video where a Tiktoker named Anita asks herself, to the tune of “I'm Like A Bird” by Nelly Furtado «Imagine if we all started ignoring celebrities: how much fun would it be if they published and got like 13 likes?”. The post got more than 10 million likes and more than 31,000 comments. People took the proposal seriously and found themselves deciding which celebrity to select for the experiment: among the most cited are Kim Kardashian, Taylor Swift, Lizzo, Beyoncé, but the choice seems to have fallen on American YouTuber and singer JoJo Siwa. The reason is not clear or perhaps it isn't there at all, so much so that someone points out in a video that we should at least choose based on some criteria: if you want to boycott celebrities, at least do it with those who deserve it.
The objective, however, seems more than anything else to demonstrate the power of the social people with a Russian roulette that tells the famous “We created you, we can destroy you whenever we want”. Among the comments one can perceive impatience with a celebrity culture that leads few people to be exalted as idols, while the fans get nothing. «Some are rich for no reason», we read in the comments, «They should understand that we are their employers», «So they will go back to being without money just like us». Someone points out with satisfaction that something is actually moving on JoJo Siwa's social profiles: there are fewer likes, fewer comments and interactions, but how long will it last? There are also those who are more sceptical: “Guys, let's remember that we can't even agree on whether to end a war or not.”
