Influencers and celebrity culture: blog tasks

 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"?

YouTube has democratised media creativity as ordinary users are now able to upload their own content and become prosumers (producers and consumers). This means everyone can become producers due to social media allowing for audiences to easily create content. 

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

YouTube and social media act as a form of "Americanisation" or cultural imperialism as they make up majority of the internet and therefore influence and share US cultural references, language and attitudes. 

3) How do influencers reinforce capitalist ideologies? 

Influencers reinforce capitalist ideologies as they promote over consumption of products and transform daily life, identity and every day things into profitable commodities. This promotes capitalist ideologies as it normalises the idea that people should be buying products that may not usually be necessary. 

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

YouTube and social media content can be read as postmodern and an example of hyperreality through influences presenting them self as living a "dream life" which constructs a hyperreality. Furthermore, videos created by prosumers or influencers frequently break the fourth wall by revealing behind the scenes of video shooting and editing. 

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

For:

- Content may not be suitable for younger children and videos may contain mature, informal topics or language

- It is easy to access for anyone despite content not being suitable for different ages

- Bandura's social learning theory research shows how children model what they see on the media

Against:

- The internet is a place for free speach

- People can use social media as a way to speak out against things that are wrong to them

- Having regulations may have privacy issues

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

 Hesmondhalgh and Curran & Seaton's ideas can be linked to online media debates as they reflect how cultural industries are driven by profit as usually the main goal of celebrity vloggers and influences is to gain profit through advertisements, commercial sponsors, likes, followings and engagement overall. 

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

The fact that there is multiple celebrities and influencers on YouTube and other social media allows audiences to pick and choose different influencers with distinct personas to construct their personality and identiy

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 believe that celebrities acting as a positive democratic addition to the media landscape is useful as it provides audiences different types of media that traditional media may not have provided. Furthermore, despite influencers mainly promoting a capitalist ideology this may not always be the case as some prosumers may tend to promote other ideologies as the internet has acted as a space for free speech.

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 all celebrities are responsible for their social media accounts

- Promotions are usually handled by a social media manager

- Random updates are usually posted by the celebrity themselves

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

Having a "voice" is important in celebrity social media content as having a distinct brand voice helps companies and influences stand out from the crowd. For example, Crissy Teigen as her posts are often humorous and feel authentic. 

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

Some celebrities may have the goal to build a following for profit and monetization whereas some celebrities may have social media accounts as a way to share news and their views on politics. This means celebrities all have different reasons and goals for their social media accounts. 

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

- News and updates

- Behind the scenes content

- "Slice of life" content which shows the daily things of an influencers life

- Snapshots of the "dream life"

- Heart warming and inspirational content

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

Celebrities and influencers can interact with fans directly using social media as social media allows for easy communication to occur with minimum effort. For example this can be done by likes, retweets and asking questions directed at fans. 

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's report suggests that social media content and celebrity culture is damaging to young people as they promote unobtainable body image standards as they build a hyper reality.

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

YMCA found that 62% of 15 to 16 year olds felt that social media had increased expectations over their personal appearance out of a sample of 1000 young people.

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 believe that social media is dangerous for young people and that age restrictions should be enforced. This is because research like the one above shows how damaging social media is for younger audiences and furthermore, harmful content that is harmful for younger audiences can be easily accessed due to the lack of age restrictions and regulations.