Influencers and celebrity culture

1) Media Magazine reading

Media Magazine 72 has a feature linking YouTube influencers to A Level media theories. Go to our Media Magazine archive, click on MM72 and scroll to page 60 to read the article ‘The theory of everything - using YouTubers to understand media theory’. Answer the following questions:

1) How has YouTube "democratised media creativity"?

The YouTube platformbroadcasting in 2017 quickly growinghas democratised media creativity,her subscribers, ordinary usersown content: they are 'produsers' media is social and participatory, with (producer-users) and 'prosumers' anyone having the means to become (producer-consumers). 

 

2) How does YouTube and social media culture act as a form of cultural imperialism or 'Americanisation'? 

Not all famous YouTubers, like Emma Chamberlain, are American but Americans certainly make up the majority. The universality of the English language undoubtedly plays an important part here. We could argue that YouTube influencers encourage the spread of US cultural references, language and attitudes. 

3) How do influencers reinforce capitalist ideologies? 

YouTubers also promote materialism and consumption.Once they become successful,

YouTube stars are often sponsored by commercial companies and become endorsers of products. Their posts illustrate the commercialisation or commodification of entertainment

4) How can YouTube and social media celebrity content be read as postmodern, an example of hyperreality? 

This postmodern self-consciousness involves breaking the fourth wall by revealing the 'nuts and bolts' of video shooting and editing.Jean Baudrillard called these fake representations of reality 'hyperreality.

5) What are the arguments for and against regulating online content such as YouTube?

Sonia Livingstone and Peter Lunt point out that there is a dilemma about whether to permit freedom of speech in the online space or regulate it, to protect the public. The content of viral video clips is often subversive, the mode of address is informal. This raises the question of age suitability and availability to younger audiences.

6) How can Hesmondhalgh and Curran & Seaton's ideas be linked to online media debates? 

So, this supports the ideas of both David Hesmondhalgh and Curran and Seaton that the cultural industries are driven by corporate power and the pursuit of profit. When enormous conglomerates, like Google and Facebook buy up platforms and apps

7) How can Gauntlett's ideas around identity and audience be applied to YouTube and influencer content?

David Gauntlett asserts that online media encourages ordinary users to experiment with other personas, projecting identity as multiple and fluid.

8) What is YOUR opinion on celebrity influencers? Are they a positive, democratic addition to the contemporary media landscape or a highly constructed product promoting hegemonic capitalist ideologies?    

My opinion is that celebrities /influncers are negatively affecting democratic addition as they promote products for their own gain which highlights capatlist ideologies 

2) How to build a social media brand: case study

Read this excellent case study on how to build a celebrity social media brand and answer the following questions: 

1) What are the different ways celebrities manage their social media accounts? Give examples. 

Although some celebrity social media accounts might seem like random musings and updates, others are centered around specific promotions, shout-outs and announcements.For example, it’s probably safe to say that this tweet from Harry Styles was actually written by Styles himself.

2) Why is 'voice' important in celebrity social media content and what examples are provided? 

Managers  adopting their celebrity clients’ voice and working alongside that client to make sure their social presence is “on brand.” And in the case where you can’t tell whether or not a celebrity runs their own socials. Chrissy Teigen’s off-the-cuff and often humorous tweets often don’t feel like they were written by a celebrity at all.

3) What different goals may celebrities have for their social media accounts? 

upcoming appearances to build anticipation

behind-the-scenes and get sneak peeks of their latest projects.

day-to-day updates and likewise big announcements.

4) What types of content can be found from celebrity social media posts? 

 glitz and glamour

social media is to see what they’re “really” like.

showing off one’s personality and human side.

5) How does social media allow influencers to interact with fans? Give examples.  

asking questions.

like and shout-out.

“Like” or retweet 

3) Guardian article: Social media harming young people

Finally, read this Guardian article reporting that social media and celebrity culture is harming young people. Answer the following questions:

1) What did the YMCA's report suggest about social media content and celebrity culture?  

YMCA spoke to more than 1,000 young people aged between 11 and 16. They found that 62% of 15 to 16-year-olds felt that social media had ramped up

2) What examples are provided of how this can have a damaging effect on young people? 

Social media was already a concern among 11 to 12-year-olds, with 43% of those surveyed claiming individuals they saw on online influenced them.

3) What is YOUR opinion on this topic? Do you feel social media is dangerous to young people? Should age restrictions be enforced? Explain your answer. 

Social media is sort of dangerous to young people as it puts impossible restrictions on them but it can beneficial as it gives them a voice than sometimes cannot be replicated in real life. Social media should be avaliable to those from 13-15+.