In the digital age, accountability has taken on a new form. Social media platforms like Twitter (X), Instagram, and TikTok have become stages for calling out harmful behavior, problematic language, or unethical practices. What was once whispered behind closed doors now unfolds in public threads, stitched videos, and viral hashtags. This cultural shift has empowered marginalized voices, brought hidden injustices to light, and forced public figures to reckon with their actions.

But alongside genuine accountability comes a thorny issue: clout ethics. Increasingly, calling out isn’t just about justice—it’s about attention. Performative call-outs, where individuals or brands spotlight bad behavior primarily to boost their own visibility, blur the line between activism and self-promotion. This phenomenon raises pressing ethical questions: Is the person being called out truly being held accountable, or is the act serving as a social currency for the caller?

In this blog, we’ll explore how call-outs moved from grassroots activism to viral spectacle, the ways in which performativity distorts their purpose, and what digital citizens can do to foster healthier accountability practices.
 

From Grassroots Accountability to Viral Call-Outs
 

The concept of “calling out” didn’t begin on Twitter. Historically, accountability was rooted in grassroots activism, where communities held members responsible for harmful actions while fostering paths toward change. Social media amplified this tradition, but in the process, it reshaped it.

The Original Intent of Call-Out Culture

At its best, call-out culture aims to challenge harmful behavior, amplify marginalized voices, and create safer spaces. It was—and still can be—a tool for collective justice. Movements like #MeToo and Black Lives Matter gained traction through online call-outs that exposed patterns of systemic abuse and rallied people toward meaningful change.

The Role of Virality

Social media’s architecture rewards visibility. The more dramatic or emotionally charged a call-out, the more likely it is to spread. Unlike grassroots spaces that prioritize dialogue and healing, viral call-outs often prioritize spectacle. The “like, share, retweet” economy transforms accountability into a performance for mass audiences rather than a conversation within communities.

The Shift Toward Clout-Driven Call-Outs

As digital platforms evolved, so did the motivations behind call-outs. Increasingly, people leverage call-outs for clout—using outrage as a way to build followers, gain social capital, or position themselves as moral authorities. While some of these call-outs may still highlight real harm, the performative layer complicates the ethics of why they’re happening and who benefits.

The line between genuine accountability and performativity isn’t always clear. However, certain patterns reveal when clout ethics are at play.

Spotlight on the Caller, Not the Issue

In performative call-outs, the focus shifts from the harm or the harmed to the caller themselves. Posts become less about justice and more about showcasing the caller’s moral superiority. For example, someone may call out a brand for problematic advertising but center their own outrage rather than the affected community.

The Currency of Outrage

Outrage travels fast online. Performative call-outs often rely on exaggeration or selective framing to maximize emotional reaction. The goal isn’t necessarily to foster dialogue but to go viral, earn likes, and build an audience. In this way, outrage becomes a currency, rewarding those who can generate the most noise.

Collateral Damage of Performative Call-Outs

Performative call-outs can harm both individuals and communities. The person being called out may face disproportionate backlash without the opportunity for growth, while affected communities may feel tokenized. In worst-case scenarios, performativity trivializes real harm, reducing it to a trending hashtag rather than a step toward justice.
 

Clout ethics reshape digital activism in profound ways, influencing how communities engage with accountability and how individuals navigate online spaces.

Erosion of Trust in Call-Out Culture

As performative call-outs grow, audiences become skeptical. Not every viral thread is taken at face value—viewers increasingly question whether the caller is motivated by justice or self-promotion. This erosion of trust undermines the credibility of genuine accountability efforts, making it harder for real issues to gain traction.

Shifting Power Dynamics

Call-out culture was initially designed to challenge entrenched power, but clout-driven call-outs often reinforce new hierarchies. Influencers and content creators gain authority not by consistently doing meaningful work, but by strategically calling out others. This shift risks turning accountability into a competitive sport rather than a collective responsibility.

Burnout and Fear Among Online Communities

The rise of clout ethics also fosters fear. People worry that one misstep—no matter how minor—could lead to a public pile-on. This environment discourages honest dialogue and growth, replacing it with performative displays of perfection. Communities suffer as nuance is lost, and complex conversations are flattened into quick judgments.
 

If clout ethics distort the purpose of call-outs, what does authentic accountability look like? There are several practices that distinguish meaningful engagement from performative clout-chasing.

Centering the Harmed

True accountability prioritizes the voices and needs of those harmed. Instead of centering the caller, authentic call-outs highlight affected communities and amplify their perspectives. This ensures the focus remains on justice rather than self-promotion.

Balancing Public and Private Conversations

Not every harmful action requires a viral thread. Sometimes accountability is better served through private dialogue, especially for less severe issues. Public call-outs should be reserved for systemic or repeated harms where private channels have failed or aren’t feasible.

Offering a Path to Growth

Accountability isn’t just about punishment—it’s about transformation. Authentic call-outs should invite reflection, dialogue, and change. While consequences may be necessary, they should be proportional and coupled with opportunities for growth. Without this, call-outs risk being punitive rather than constructive.
 

Navigating Clout Ethics: Tips for Digital Citizens
 

As social media users, we each have a role in shaping how call-outs function in digital spaces. By practicing mindful engagement, we can resist performativity and foster healthier accountability.

Pause Before Posting

Before calling someone out, ask: Who benefits from this post? Am I centering myself or the issue? Could this be handled privately? Reflecting on intent helps prevent performative behavior disguised as activism.

Support Without Amplifying Harm

If you want to support a call-out, consider how your engagement affects the situation. Instead of piling onto public shaming, amplify resources, donate to affected communities, or share educational content that addresses the root issue.

Encourage Nuance and Dialogue

Resist the urge to flatten complex issues into soundbites. Encourage conversations that allow for growth and acknowledge context. This doesn’t mean excusing harm but ensuring accountability remains constructive rather than destructive.