From an ad to stir up interest in carbonated beverages to a dropped partnership between a Hollywood actress and a humanitarian group, some netizens continue to dissect every move made by Scarlett Johansson and SodaStream.

The American Studies Association is a relatively small professional association of scholars, but suddenly it has made an enormous impact on the public discussion of the Israeli-Palestinian conflict. On Dec. 16, the ASA endorsed an “academic boycott” of Israeli universities. It was a victory for what is known as the BDS (boycott, divestment, sanctions) movement, which began in 2005 but has been largely unknown in the United States until now.

This has happened in recent days: The Dutch water company Vitens severed its ties with Israeli counterpart Mekorot; Canada’s largest Protestant church decided to boycott three Israeli companies; the Romanian government refused to send any more construction workers; and American Studies Association academics are voting on a measure to sever links with Israeli universities.