From Slacktivism to Activism: Rihanna and Fenty Brands ‘Pull Up’

Document Type

Book Chapter


Can the narratives of social justice initiatives be enhanced through intentional and strategic celebrity collaboration and messaging? Can the visibility of certain causes be obliterated or helped by celebrity influence? This chapter explores how singer/entrepreneur/trendsetter Rihanna and her Fenty brands used Instagram to transition from the performative act of just “posting” to the practical task of “pulling up” during the most recent Black Lives Matter movement social media campaigns.

Digital Object Identifier (DOI)

APA Citation

Edrington, C. (2021). From slacktivism to activism: Rihanna and Fenty brands ‘pull up’. In A. L. Hutchins & N. T. Tindall (Eds.), Public Relations and online engagement: Audiences, fandom and influencers. Routledge.