Sydney Sweeney's Indifference to Criticism Draws Commentary on "Wokester's Playbook"

Actress Sydney Sweeney's recent public responses to controversies, particularly concerning an American Eagle advertising campaign, have been characterized by some commentators as a strategic display of indifference, effectively disarming critics. Charles C. W. Cooke, a prominent political commentator, observed this approach, stating in a recent tweet, "Sydney Sweeney's response showed, once again, that the wokester's playbook contains no follow-up move once a target has declared her indifference." This commentary highlights a perceived shift in how public figures navigate online backlash.

The core of the recent controversy stems from an American Eagle ad campaign featuring Sweeney, which used the tagline "Sydney Sweeney has great jeans," playing on the word "genes." This phrase sparked significant debate online, with critics accusing the campaign of promoting eugenics and racial undertones. The backlash intensified when it was revealed Sweeney is a registered Republican and photos surfaced from a family party showing guests in "Make Sixty Great Again" hats.

In an interview with GQ published on November 4, Sweeney addressed the controversy, stating she "didn't pay it much mind" and was "not here to tell people what to think." She further explained, "I kind of just put my phone away. I was filming every day. I’m filming Euphoria, so I’m working 16-hour days and I don’t really bring my phone on set, so I work and then I go home and I go to sleep. So I didn’t really see a lot of it." This stance, characterized by a lack of engagement with the criticism, has been interpreted by some as a deliberate strategy to deflect and neutralize the impact of online outrage.

Cooke's tweet suggests that Sweeney's refusal to engage with the criticism, or her "indifference," effectively renders traditional "cancel culture" tactics ineffective. This approach contrasts with other public figures who often issue apologies or engage directly with their critics. The American Eagle campaign itself saw a significant financial upside, with the company's stock price jumping 25 percent and CEO Jay Schottenstein citing the success of marketing campaigns with Sweeney as a key reason for improved sales.

This incident underscores a broader discussion about how celebrities and brands navigate highly polarized social and political landscapes. Sweeney's strategy of disengagement, whether intentional or not, has drawn attention as a potential model for public figures facing similar scrutiny, prompting debate on the evolving dynamics of public opinion and celebrity accountability.