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 ‘produsers’ (producer-users) and ‘prosumers’ (producer-consumers).

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).

3) How do influencers reinforce capitalist ideologies? 

Most globally popular YouTubers also promote materialism and consumption. Once they become successful, YouTube stars are often sponsored by commercial companies and become endorsers of products.

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

 The vlog is a highly self-reflexive media form. 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?

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. It is difficult to restrict access to such

sites to younger children who may be more impressionable and less able to distance themselves critically and emotionally from what they are viewing. While to some, the idea of regulating YouTube seems like unnecessary ‘censorship’, many others argue that platforms have to take responsibility for protecting their users.

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

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.

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 it depends on who the influencer is however, I think they are positive as they give their audience someone to look up too and enjoy.  

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. 

Celebrities can either post themselves or use a social media team depending on the celebrity and what kind of post it is.

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

A voice is important so their fans feel like they get to know the celebrity and build a personal relationship.

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

To promote themselves or a project they are working on, to raise awareness for something and to build a community with fans.

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

Promotion, interviews, photos ect.

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

It allows them to comment on fans posts or reply to comments.

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. 

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

Photoshopped images and the sharing of only the most flattering shots shifted young people’s understanding of what a normal body looked like.

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 it can be dangerous especially when young people don't have restrictions or when they are not supervised however, it can also be helpful to build a community they feel a part of.