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"?

They have gotten ordinary users uploading their own content, so now they have become the producers.

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

This platforms influence the spread of US culture references, language and attitudes.

3) How do influencers reinforce capitalist ideologies? 

Content creators promote materialism and consumerisms through sponsorships. This is a sort of entertainment done more explicitly nowadays.

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

It can be read as postmodern as these people tend to break the fourth wall where consumers are able to see behind the scenes of editing and shooting. This is an example of hyperreality as these may be fake representations of reality due to these celebrities jobs.

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

Livingston and Lunt are both theorists who explain the dilemma of freedom of speech in online spaces. It can be argued how videos contain and informal mode of address which raises questions of age suitability of younger audiences watching. Bandura another theories explains the copycat behaviour of the younger generation which makes it important to regulate content. Whereas other people believe the platform should take responsibility in this instead.

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

Their ideas support Seaton that the cultural industries are driven by corporate power and the pursuit of profit. This includes big conglomerates like Facebook buy up platforms that we're previously competitions against them.

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

He explains how identity is fluid and people can have multiple personas. This applies to YouTube influencers as the media encourages them to experiment with their identity for them to see different points of view.

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?   

Celebrity users often depend on how they project their true self and the content they intend to produce. It can be viewed positively through their care for younger consumers by being aware of what may be suitable of them to watch and learn form social media platforms whilst also amki8gn their own profit from this. However, majority are seen promoting this capitalistic ideology through the danger of marketing sponsorships all for the gain of money. They are aware of their audience and followings yet choose to promote unsuitable products just for the gain of views. This is a harmful nature for younger consumers especially how they are domination social media nowadays, causing their naïve selves to fall into this trap or scam.

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. 

Not every celerity is responsible for their own account and are often centred around specific promotions. Example is seen as Harry Styles tweets where one is seen to be written by himself whereas another is clearly a promotion written by a manager or account controller.

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

Voice is important for brands to stand out through the tone and personality of their artist. An example is Chrissy Teigen who's tweets seem humours however don't feel as if they were written by the celebrity herself. This type of friendly approach on social media has made her more relatable to her followers and any other viewers.

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

Brands are seen to have different goals and audiences. The goals are determined from face to face conversations with their social manager and how they want their account handled. This includes how artists want day-to-day posts and content whereas some prefer the social team to dive in and assist with copy and branding.

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

The type of content that can be found is:

-News, updates and hype posts= day-to-day updates and big announcements.

-Behind-the-scenes content= peeks of their latest projects.

-“Slice of life” content= see what they’re “really” like.

-“Celebrity” snapshots= lives for their good life

-Heart warming and inspirational content=  personality and human side.

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

Their are many platforms for these celebrities to interact with fans. This can include liking posts or even tweeting or even asking questions. An example is Keith Habersberger who asked fans to not only come to his show but recommendations on meals and night activities.

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? 

They wrote how to the 1,000 young people they spoke to, 62% of 15 to 16-year-olds felt that social media had made them care more about personal appearance. This leads to photoshopping images or only sharing the most flattering images. This ideal was driven through celebrity culture where 58% of 11 to 16-year-olds identifying it as the main influence.

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

There are examples of how a mental health problems have soared among girls over the past decade, coinciding with the period in which young people’s use of social media has exploded. It shows how there is a growing crisis mostly amongst girls and young women  as social platforms such as Snapchat and Instagram are destructive.

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 seen as a great tool in society where the evolution of technology has led us to be able to connect with people around the world. Whether this is commenting, posting, liking or even following random people online its a way for people to connect with others and socialise is this generation. However, this can be contrasted with the social media platforms itself where instead of connecting we have started to enforce capitalistic ideologies and even traditional stereotypes online. This goes from the basics of appearance. I feel like this has become a damaging effect on the younger people who don't understand the impact of this and can lead to dangerous things such as depression or even an eating disorder. There should be an age restriction on this social media platforms for the younger kids although this does not help teenagers or even older people who struggle from the impact of social media. Instead their should be restrictions on the platforms itself and what content can be posted.