Samantha Ettus, a Manhattan native and staunch supporter of Israel, experienced a devastating double blow: the loss of her Palisades home to the California wildfires, followed by a torrent of online hate from a pro-Palestine mob celebrating her misfortune. Ettus, who had sought refuge from the bustle of New York City thirteen years earlier, chose Palisades as her idyllic sanctuary, raising her young family in what she believed was “the most idyllic town in America.” This tragedy unfolded against the backdrop of heightened tensions in the Israeli-Palestinian conflict, a conflict that had already thrust Ettus into the spotlight for her outspoken views. The destruction of her home, and the subsequent vitriolic response, became a stark illustration of how political polarization can escalate into personal attacks and online cruelty.
The online harassment Ettus endured ranged from expressions of glee at her loss to explicit death threats. Comments such as “Can’t tell you how happy I am that you have lost your home!!!” and “Glad you lost your home. Next time hope you’re in it,” punctuated with laughing emojis and hearts, showcased a chilling disregard for human suffering. The cruelty went beyond mere schadenfreude, morphing into a disturbing celebration of her misfortune. One commenter, while ostensibly expressing sympathy, subtly condemned Ettus for her alleged lack of empathy regarding the Palestinian situation, highlighting the complexities of the conflict and how personal tragedies can become entangled with broader political narratives. For Ettus, the line was crossed with the comment “Next time hope you’re in it,” which she interpreted as a blatant death wish.
Ettus’s public advocacy for Israel, particularly in the wake of the Hamas attacks in October 2023, had already made her a target of online vitriol. She spearheaded the 2024 New Voices campaign, a social media initiative aimed at combating antisemitism, enlisting the support of celebrities like Cindy Crawford and David Arquette. This high-profile activism, coupled with her confrontation with Mohamed Hadid, father of supermodels Bella and Gigi Hadid, further fueled the animosity directed towards her. She was labeled an “ignorant bitch” and a “terrorist,” reflecting the dehumanizing language often deployed in online conflicts. While Ettus acknowledges having developed a thick skin against online criticism, the attacks following the fire crossed a line, striking at her personal tragedy and trauma.
The juxtaposition of the fire’s devastation and the subsequent online hate amplified the impact of the tragedy. Losing her home and all her possessions was a deeply personal trauma, exacerbated by the callous indifference and outright hostility she encountered online. The comments weren’t just directed at her views; they targeted her family and their loss, adding a layer of cruelty that shook Ettus to her core. The experience underscored how easily online platforms can become breeding grounds for hate speech, where individuals feel emboldened to express sentiments they might otherwise repress in face-to-face interactions. The anonymity and reach of social media create an environment where empathy is often replaced with vitriol, and personal tragedies become fodder for political point-scoring.
Despite the emotional toll of the experience, Ettus remains resolute in her commitment to speaking out against antisemitism and hate speech. She views silence as a greater danger than speaking up, particularly in a climate where Jewish people often feel vulnerable and targeted. Her appearance at a 2,000-person Jewish women’s conference, just days after the fire, testifies to her unwavering determination. Ettus sees her experience as a call to action, encouraging others to find their voices and stand against hatred. She believes that collective action and solidarity are essential in combating antisemitism and other forms of prejudice.
The story of Samantha Ettus highlights the insidious nature of online hate and its potential to inflict deep emotional wounds. It also underscores the importance of resilience and the power of using one’s voice to challenge injustice. Ettus’s experience serves as a stark reminder that online platforms, while offering opportunities for connection and communication, can also become echo chambers of hate, amplifying existing prejudices and fueling real-world consequences. Her story is a testament to the courage it takes to speak out against hate, even in the face of personal tragedy and relentless online attacks. It also serves as a call to action, urging us all to be more mindful of our online interactions and to challenge hate speech wherever we encounter it.
