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"?

Ordinary users uploading their own content: they are ‘produsers’ (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'? 

 YouTube influencers encourage the spread of US cultural references, language and attitudes. This form of globalisation implies a dominance of Western cultural attitudes

3) How do influencers reinforce capitalist ideologies? 

 Their posts illustrate the commercialisation or commodification of entertainment through product placement. 

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

Vlogs 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?

For: Data and Society recently published a report that shows the role YouTube

plays in radicalising users of the platform.

Against: Regulating YouTube seems like unnecessary ‘censorship’. Consumers should have the right to pick and choose from the full range of content available.

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

That the cultural industries are driven by corporate power and the pursuit of profit, they become leaders in the market and leave little room for independence, individualism and

democracy.

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

Emma Chamberlain’s screen presence seems natural, relaxed and authentic. This is refreshing for audiences who are used to actors playing a role.

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 they're great and fun to watch. I know some promote harmful ideas but not all it's just about finding the right ones that resonate with you.

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. 

Some celebs are responsible. Some promos and announcements are most likely handled by managers.

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.

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

 Celebrity social media management isn’t about who can be the funniest or post the craziest pictures. Just like brands have different goals and audiences, so do celebrities.

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

News, updates and hype posts. Behind-the-scenes content. “Celebrity” snapshots. “Slice of life” content. Heartwarming and inspirational content

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

Beyond likes and retweets, celebrities can drive engagement and interact with fans simply by asking questions.

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 found that 62% of 15 to 16-year-olds felt that social media had ramped up expectations over their personal appearance suggesting that such flawless images have been described as damaging for the way they pressurise young people to meet unobtainable body-image standards.

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

Increasing numbers of academic studies have found that 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.

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 mean yes it is dangerous there is too many things online which some young people should not see. I guess there are already age restrictions but they're more like suggestions, I think it's the parents job to keep there away from these things.