Don’t run afoul of a beloved celebrity on social media – unless you’re ready to fend off vicious attacks from hordes of superfans. Just ask Jake Gyllenhaal . Though Taylor Swift has never confirmed that the actor, whom she dated for three months in 2010, inspired her heartbreak anthem All Too Well , that hasn’t stopped legions of Swifties from piling on him since the song’s extended version arrived in November 2021. When asked about the outpouring of hate he’s received from Swift fans, Gyllenhaal told US men’s magazine Esquire last week that it’s important for celebrities to rein in “unruly” supporters and “not allow for cyberbullying in one’s name”, without directly mentioning the pop star or her army of fans. Since the release of the extended All Too Well , he’s had his Instagram comments turned off, though he declined to explicitly say why. Justin Bieber expressed a similar sentiment in 2020, when he called out a fan of his ex Selena Gomez for encouraging people to disparage his wife, Hailey. And Kim Kardashian has spoken out on the issue recently, telling her ex Ye, formerly known as Kanye West, in an apparently leaked text message that she worries his verbal assaults on her rumoured beau Pete Davidson could inspire a fan to hurt the comedian. But how responsible are celebrities for the actions of their most rabid supporters? And what should a celebrity do when a superfan steps out of line on their behalf? The answers aren’t so simple, media and public relations experts say. What is clear, experts say, is that social media has exacerbated the issue by giving fans a false sense of involvement in celebrities’ personal lives. “Social media has changed a lot of celebrity culture, because it gives fans this usually illusory feeling that they can interact with celebrities,” says Alice Leppert, a professor of media and communication studies at Ursinus College in Collegeville, in the US state of Pennsylvania. Moya Luckett, a professor of media studies at New York University’s Gallatin School of Individualized Study, adds that social media also provides the possibility that a celebrity will acknowledge a fan’s remark, further heightening this perceived intimacy. “There’s that chance of connection,” Luckett says. “There’s a possibility that this person will respond that’s far greater than before, and there’s also a sense that you’ve been invited more into their lives.” As a result, fans feel closer to celebrities than ever before – and are more likely to lash out when they feel their favourite star has been wronged. But are celebrities to blame for fans’ aggressive actions? Twitter is arguing about ‘parasocial relationships’: what are they? The amount of responsibility a celebrity bears for what their fans do largely depends on the situation. But there are instances where a celebrity’s words clearly invite toxic behaviour, says Luckett, adding that Ye’s recent comments about Kardashian and Davidson cross a line. “He doesn’t like Pete Davidson, obviously. He wants Kim back, obviously,” she says. “He’s putting out the possibility that one or more of his fans might decide to take it on themselves to be abusive.” Plus, celebrities rarely post alone, often hiring savvy teams of media personnel to manage public perception. Therefore, their social media posts should be held to a higher standard, Luckett says. “Celebrities should know how this works,” she says. “You’ve always got wild card people who are going to respond in irresponsible ways, particularly as celebrities become such an important part of so many people’s lives.” Rob Shuter, host of the podcast “Naughty But Nice with Rob Shuter” and a former publicist to stars such as Jennifer Lopez, Jessica Simpson and Diddy, says fandoms often reflect celebrities’ personalities. This makes it all the more important for stars to emulate good behaviour online – and to call out toxic behaviour when they see it. “If you are going to encourage people to interact, then you are responsible partly for some of that,” he says. “It’s your responsibility to say something when things go very wrong. And choosing to be deaf when your fans are bullies but listening to them when they tell you what dress to wear to the Oscars is a nonsensical position to take.” So what should celebrities do when their fans cross the line? Whether a celebrity can rein in fans depends on the relationship the star has with them. For instance, Swift’s fans respect her so much that if she were to tell them to back off, they’d probably listen. “It probably is better to jokingly say, ‘Look, it’s all over,’ and call it off,” Luckett says. Celebrities may also choose to remain silent for fear of running afoul of their own fan base. But even so, Shuter says stars must halt harassment when they see it – especially when it comes from their own supporters. “In many ways, I see fans as your children, and you’ve got to be a good parent,” he says. “You have to take a side, and you have to pick comfort or courage, and often you’re in a very comfortable position. You make a lot of money. Your fans buy your records. They follow you by the millions. It’s a very comfortable life, and you have to be courageous, I would argue, and speak out. And if that loses fans, so be it. But you have to be honest about that.”