What drove the Blake Lively backlash? New data and unsealed court docs offer clues

This version of Blake Lively Alleged Smear Campaign Justin Baldoni Data Court Document Rcna345039 - Breaking News | NBC News Clone was adapted by NBC News Clone to help readers digest key facts more efficiently.

Gudea, a behavioral-intelligence company, shared exclusive data with NBC News that found “inauthentic engagement around” the “It Ends With Us” star on social media in August 2024.
A split composite image of Justin Baldoni, left, and Blake Lively.
Justin Baldoni; Blake Lively.Getty Images file

In August 2024, a flood of social media posts labeled actor Blake Lively a “mean girl,” “bully” and “tone deaf,” shaping a negative perception of her. But did Lively’s reputation decline organically, or was someone manipulating public opinion about her?

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