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 platform has democratised media creativity, with ordinary users uploading their own content: they are ‘producers’ (producer-users) and ‘prosumers’ (producer-consumers). Content is published first and then filtered or judged later by audiences.

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

-We could argue that YouTube influencers encourage the spread of US cultural references, language and attitudes. This form of globalisation implies a dominance of Western cultural attitudes (cultural hegemony) – ‘the West vs the Rest’.

3) How do influencers reinforce capitalist ideologies? 

-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 which, although in some ways more honest and explicitly done than the subtle product placement of the past, still channels audiences into conformist ways of thinking and behaving, encouraging them to buy products and aspire towards material improvement.

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

-Jean Baudrillard called these fake representations of reality ’hyper-reality’. For him, the artificial reality is more real to modern screen-centred audiences than authentic reality but how far do consumers of massively successful vloggers such as Zoella or PewDiePie– who at this stage in their careers are creating videos as part of their job rather than as an authentic expression of themselves

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

-Against-Internet-based media is notoriously hard to regulate and control. 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? 

-A strong argument is that a primary role of the media is to deliver audiences to advertisers. YouTube, and its owner Google, rely on advertising for their substantial earnings and arguably, celebrity vloggers act as a promotional vehicle for advertisers and commercial sponsors. In a phrase: it’s all about clicks. 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.

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. There are many and varied YouTubers to choose from, allowing audiences to see different ways of being and different points of view. The attraction of many YouTubers to younger audiences is that they see themselves reflected in their YouTube heroes.

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?   

-I think that influencers a highly constructed product promoting hegemonic capitalist ideologies because they use their fame and the trust of their follower to gain money and promote brands that they have not even researched about to know if they are safe or not.

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.

-A social media manager or either themselves.

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

-Much like a distinct brand voice helps companies stand out from the crowd, the same can be said for the tone and personality of a celebrity on social media.For example Chrissy Teigen,who wrote a twitter post her self,which showed audiences how she is as a person and this helps to increase her social media presence because people like to know how celebrities are similar to them.

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.  

-Social media like Twitter,Instagram and  Tiktok allows influencers to interact with fans by allow them to talk through comment section and have conversations with each other.

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?  

The youth charity 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 expectations over their personal appearance. Photo-shopped images and the sharing of only the most flattering shots shifted young people’s understanding of what a normal body looked like, the charity said.Ideals of physical perfection were also said to be driven by celebrity culture, with 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? 

-Hatton said: “Today’s beauty standard is completely unobtainable, leading us to constantly feel bad about our bodies and looks. This is particularly the case for young people and it can have serious effects on their mental and physical wellbeing.“It’s time to take back control of how we feel about our bodies and celebrate our real self so that everyone can feel confident in their body this summer and beyond.”

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. 

-I think that younger people are effected by social media in a negative way because they look at how others are living their lives and they feel jealous and also want to live that life and they try whatever they can to try to get their,at any cost.And this is damaging top their mental health because they forgot that whatever is shown on the media is not completely true all the time.