On 19 September 2024, Netflix released Monsters: The Lyle and Erik Menendez Story which debuted at the top spot globally. The highly anticipated limited series by Ryan Murphy secured over 12 million views translating to more than 97.5 million hours of viewing just 4 four days after its release.
The Netflix show chronicles the 1989 murders of Jose Menendez, a wealthy Hollywood executive and his wife Kitty Menendez in their swanky Beverly Hills home. The Menendez brothers reported the murders after discovering their parents’ bodies in their home and alluded police to a possible mob hit. However, Erik Menendez confessed to Dr. Jerome Oziel, his psychologist, that he and his brother Lyle committed the murders. After the confession, Dr. Oziel started recording his sessions with the brothers and eventually confided about the murders to his mistress Judalon Smyth.
Five months after the confessions, Judalon Smyth informed the police of the confessions which led to the eventual arrest of the brothers. Lyle and Erik Menendez confessed to the murders and revealed that they had suffered sexual abuse at the hands of their father—Lyle from ages 6 to 8 and Erik from 6 to 18—as motive for the fatal shootings.
While the success of the latest season of the series was largely predicted, what viewers (or perhaps even Netflix) weren’t expecting was the massive public outrage at the portrayal of the infamous brothers and the perception of male survivors of sexual abuse, sparking a wave of social media advocacy among Gen Zers and TikTokers.
Whether against males or females, sexual abuse has largely been treated as a taboo topic, often forcing survivors to stay silent and suffer the physical and psychological trauma alone years after the abuse has ended. According to the most recent figures available from the National Sexual Violence Resource Center (NSVRC), 81% of women report experiencing some form of sexual violence or harassment in their lifetime. What’s more alarming is that only 43% of men report the same form of abuse.
While campaigns like the #HimToo movement (a social media campaign supporting male survivors of sexual abuse) gave a platform for male survivors to be heard, there’s still a long way to go and that’s where the Menendez Brothers case has become such a cultural phenomenon and gained the renewed interest of true crime fans, activists against sexual abuse, and social media influencers alike.
Why the ‘Menendez Defenders’ are sparking a new wave of social media advocacy
The case of the Menendez Brothers was a sensational one back in 1989 when the crimes took place, with the brothers eventually being convicted in 1996. At the time the case gained national and international attention, but for over 28 years after the conviction and the conclusion of the case it was almost as if the world forgot about the case that once gripped the nation.
Today, after nearly 35 years since the murders, the case has gained renewed interest (thanks to Netflix) but also the new generation of social media influencers, specifically Gen-Zers and TikTokers who are just now becoming familiar with the case. While today the Menendez Brothers may be the unofficial faces of the social media advocacy for male survivors of abuse, the activism stems from something much more far reaching than just this case.
Dubbing themselves the Menendez Defenders, TikTokers (and even high-profile celebrities like Kim Kardashian and Rosie O’Donnell) are seeing this case in a whole new light. While the late 1980s and 1990s may have viewed the brothers as monsters, today, social media is going beyond their crimes and taking a closer look at the circumstances that left the brothers serving life sentences.
Same crime. Same information. So why are Gen-Zers looking at this from a different lens?
It’s been over three decades since the crimes took place. While there have been some new developments, the case for the brothers’ release or at the very least a re-assessment of the evidence has never been something that has made major headlines. So what’s changed? Why are people more outraged about the sentence in 2024 than they were back in 1996?
The answer is simple, but requires a slightly in-depth look. Most of the activism today happens on social media, and social media—especially on platforms like TikTok—is a community that has access to information and opposing ideas with a simple click of a button. It’s also important to remember that Gen-Z didn’t have to live through the sensationalism of the case when it happened or the initial shock of the crime and the bits and pieces of information that came out in the days, weeks, and months following the crime.
Today, TikTokers and Gen-Zers are looking at this through the eyes of 2024 values, especially when it comes to sexual abuse and that’s where the difference in reactions becomes more clear. If you’re one of the millions of people who watched the Netflix limited series or documentary, then you know that one of the key moments of the case was sexual abuse and what many today consider should have led to a lighter sentence. The limited series didn’t do anything to improve the situation either as many viewers were left surprised by the implications that male sexual abuse had a bearing on masculinity, sexuality, and even invalidate their identity—all issues that today’s social media advocacy tries to focus on.
Social media advocacy—it’s a powerful tool if you know how to use it
Male survivors of sexual abuse have struggled with bringing their stories forward. Think back to Corey Feldman who has been vocal about the abuse he experienced when he was a teen actor in 80s Hollywood. Much like the Menendez brothers, his experience wasn’t taken seriously and quickly dismissed with victim-blaming being a common occurrence.
This is where the media plays a key role and how addressing social issues on social media is becoming more and more important. The shift in perspectives is becoming more pronounced, especially as Gen-Zers view social issues—and even content in general—in a different light.
Instead of focusing just on the crime, many now are asking questions about the real (not perceived) circumstances that led to it.
Giving social media activism the Gen-Z treatment
Championing causes isn’t new.
For decades we’ve seen people hold signs and placards on streets trying to bring attention to a cause that’s personal to them. While we still see these methods being used today, Gen-Zers have a new and much more effective weapon in their activism arsenal: social media.
With the launch of Facebook in 2004, activism has been democratized. Younger generations are using social media to bring attention to causes at a global scale. Because these platforms are easily accessible, they have a much higher penetration where like-minded people can connect and share ideas in micro-communities.
If we take a quick look at the figures and where we’re at today, 82% of Gen Z are using some type of social media platform and 93% of them are actively engaging on these platforms every day where activism has become synonymous with youth culture.
Gen-Z is angry and they aren’t afraid to speak up
Whether they’re standing up for something or standing against, Gen Zers aren’t shying away from the causes that matter to them and if you’re not reflecting their values, they’ll find communities, businesses and brands that will.
The influence this generation has on cases like that of the Menendez brothers—where issues like sexual violence against men and the consequences of prolonged exposure to such conditions are highlighted—has never been stronger, often serving as a catalyst for change.
Social media advocacy has come a long way. In the case of the now-infamous brothers, it’s giving lawmakers and law enforcers pause, urging them to seriously consider sexual abuse against men as something to be addressed with empathy rather than sensationalism or skepticism. By using social media, Gen Z is not only raising awareness about these issues; they’re also driving real change, leveraging their influence to spark global conversations on social issues that have been swept under the rug for far too long.
FAQs
What role does data play in addressing social issues on social media?
Data helps identify which issues resonate most with the audience. It can be used to track campaign performance, understand the demographic interested in the issue, and refine messaging to better address audience concerns.
How can digital tools help amplify social causes on social media?
Digital tools like analytics, content scheduling, and social listening platforms help identify trends, optimize post timings, and track engagement. Tools like hashtags and partnerships with influencers also expand the reach of social messages.
What are the risks of addressing social issues on social media, and how can digital solutions help mitigate them?
Risks include backlash or polarizing opinions. Digital tools like social media monitoring can help manage these risks by tracking sentiments in real-time and allowing for quick response to any potential negative feedback.