Blake Lively Lawsuit Reveals the Scale of Online Smear Campaigns

How digital culture is amplifying misogyny and weaponizing public opinion

Author

Shira Lazar
December 22, 2024

This holiday weekend, my feed was flooded with headlines about actress Blake Lively suing director Justin Baldoni over alleged misconduct and an orchestrated smear campaign against her.

While this might seem like just another entertainment scandal, it highlights a deeper issue. As someone who covers the intersection of popular culture and the digital world, this story gives us an example of how social media and digital manipulation can shape and sometimes destroy public perception.

Let’s unpack why this matters beyond Hollywood.

The alleged smear campaign against Blake Lively isn’t unprecedented, but it feels like a masterclass in digital defamation. Rumors can spread fast, and once they go viral, it’s almost impossible to stop them and for people to know what's real and what isn't. Social media, as we all know, is a breeding ground for these types of hate-trains. It takes one viral post, one headline, or one resurfaced video to set off a storm.

Some context: Last summer, as the release of It Ends With Us approached, tensions behind the scenes escalated into a full-blown crisis. Blake Lively, one of the film’s stars, accused her co-star and director Justin Baldoni and producer Jamey Heath of crossing boundaries, including making inappropriate comments and violating her physical space. Following her complaints, the studio, Wayfarer, implemented safeguards, including hiring a full-time intimacy coordinator and adding a non-retaliation clause to Lively’s contract.

Despite these measures, by August, Baldoni and Heath allegedly feared Lively would go public with her accusations. According to a legal complaint filed by Lively, they responded by launching a calculated campaign to damage her reputation. This campaign, detailed in subpoenaed text messages and emails reviewed by The New York Times, included hiring a crisis PR expert with the intent to discredit Lively online.

Now, the idea of weaponizing public perception (including in Hollywood) is not new, as seen in the online targeting of Amber Heard during the Depp-Heard trial. Trolls amplified damaging narratives that often disregarded facts, turning public opinion against her in ways that were deeply rooted in misogyny and disinformation. The Heard case revealed the darker side of digital culture, where smear campaigns not only discredit individuals but also fuel larger systemic biases.

In Lively’s case, text messages allegedly exchanged by Justin Baldoni’s PR team suggest that reputations can be weaponized. Promises to “bury anyone” show a willingness to play dirty, regardless of the truth. Smear campaigns thrive because they exploit weaknesses in trust.

Even journalist Kjersti Flaa, whose old interview with Lively went viral, denied involvement in any scheme. She called the allegations against her an insult, insisting she’d never risk her integrity.

The legal filings expose the lengths Hollywood power players will go to protect their images, leveraging digital platforms to fuel undetectable smear campaigns. As Lively faced a surge of online criticism and rumors, the film went on to gross nearly $350 million worldwide.

These campaigns also reveal how easily public perception can be manipulated. Whether by repurposing old content or fueling rumors, they leave lasting damage.

🔥 My Hot Take 🔥: As a woman in entertainment, this story is deeply disturbing. Disinformation isn’t just a political problem—it infiltrates every industry, exploiting news cycles and public opinion on social media. Every comment, share, or like contributes to shaping narratives that can uplift or destroy, especially when it comes to women. While it’s easy to point fingers, the real challenge lies in holding ourselves accountable. In an age of virality, fostering empathy and critical thinking isn’t just important—it’s essential.

Shira Lazar

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Gentle reminder 🤲 

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