OSP: 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"?

As ordinary users can now upload their own form of media becoming produsers and prosumers. The content is published then filtered by audiences. 

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

That majority of the YouTube influencers are American and that the English language is dominant. This can be seen as a form of Americanisation and cultural imperialism/globalisation as Western values and cultural attitudes (hegemony) are most superior creating a division of The West vs The Rest.

3) How do influencers reinforce capitalist ideologies? 

Most of the globally known influencers promote materialism and consumerism ideologies and sponsor brands and companies for financial gain causing their audience (the mass) to buy those products.

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

That the conventions done by YouTube and social media celebrities are more of vlog style cinematography, much less authentic and original than filmmaking. This seems more real to the type of audience they try to target, but is more fake than traditional filmmaking. The artificial cinematography of vlogs seem more real than fake.

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

Against - online content should be a space for free speech.

For - there are impressionable kids who copy what they see in the media (Bandura).

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

They suggest that the cultural industries are driven by cooperate power and pursuit of profit. Conglomerates buy other subsidiaries which were their competitors and monopolise the market.

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

There are many different YouTubers and influencers which provide the audience with a range of different ways to be. The attraction of the audiences is that the audiences see themselves reflected in the influencers (Blumler and Katz: Uses and Gratifications theory - personal identity). Many impressionable young teenagers would compare themselves too their on-screen role model.

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?   

In my opinion, some celebrity influencers can be have a positive effect on people as there are people who motivate others giving them life advice and how to be a better person. However there are people who can have a negative impact on people such as people who promote 'ideal' body types which can have detrimental effect on people especially women. 

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 celebrities might post something themselves on their account such as mini updates, announcements and small statements. For example "I pledge miniature tacos for all." by Harry Styles. And some other posts might be carefully constructed by social media managers to attract audiences, such as promotions and for example if an artist was going to do a concert. For example "LOVE ON TOUR 2020. American Express Presale begins Tuesday, March 17. Public onsales begin Friday, March 20. (link & poster followed on). " This is also posted on Harry Style's account. 

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

'Voice' gives tone and personality to celebrities. Chrissy Teigan often has humorous tweets and make it look like as if a celebrity didn't write them. This more human-approach has made her fanbase increase and more relatable to her audience. Mark Ruffalo takes a more subtle approach. However he also isn't afraid to make his account more political.

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

Some celebrities may want to use their profile to speak a voice for people that don't have it, raise awareness or provide entertainment for their audience. 

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

• News & updates
• BTS content
• Into the life of the celebrity 
• Celebrity snapshots
• Inspirational content

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

They interact with fans by asking them questions and asking them for their opinions. They keep an eye out on mentions and DM's and who to shout-out. 

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 suggested that "62% of 15 to 16-year-olds have felt that social media have ramped up the expectations of personal appearance." These ideal body images are driven by celebrity culture, with teenagers being the most impressionable age group.

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

Studies have shown the affect this has had on teenage girls mental health which have soared in the past decade. Dubicka has suggested that Snapchat and Instagram "can be damaging and destructive to girls mental health" "there is a lot of peer pressure". Social media has also participated in sleep deprivation among young people which could be a symptom of mental health.

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. 

In my opinion, social media can be a good platform for young people for them to be more extroverted, promoting views, keeping in contact with people and for entertainment purposes. However, there are people who abuse others (cyber bullies), extremists who try to groom youngsters and websites which are not kid friendly. The internet is hard to regulate so it would be easy to bypass age restrictions due to new technology. I think that parents need to discipline and should be checking what there kids are doing.

A/A* extension tasks

Read this excellent, academic article on the history of celebrity culture recommended by exam board AQA. Has digital culture changed the nature of celebrity or have things always been like this?

"The emergence of celebrity culture was inseparable from the technological developments that made it possible" This reflects how the 2 concepts drive each other forward. Social media has allowed celebrities reach a wider audience.

Read this Forbes article on how covid and TikTok have changed the influencer market in the last couple of years. What does this tell us about society and media culture - are we becoming more creative and independent or is this just another way to sell more products to more people?

Tiktok is mainly aimed at younger audiences so has a variety of niche content, this has also allowed the bridging of the younger and older audiences. Micro and nano influencers are seen as better and more valuable in created personal connections which the markets wants. The audience is becoming more creative but brands/companies are using this to their advantage when needed to target that specific audience. 

Clay Shirky: End of audience blog tasks

Media Magazine reading

1) Looking over the article as a whole, what are some of the positive developments due to the internet highlighted by Bill Thompson?

Allows people to exchange information and communicate with each other (email), people have the freedom of speech and to express their feeling, viewpoints and opinions to the public, and people also use it to gain information such as the news.

2) What are the negatives or dangers linked to the development of the internet?

People use the internet as an abusive platform to cyber bully people and to influence and groom youngsters to engage and be part in extremist groups.

3) What does ‘open technology’ refer to? Do you agree with the idea of ‘open technology’?

Having technologies which are more open where a diverse range of people can openly express their views based on equal opportunities, social justice and free expression.

4) Bill Thompson outlines some of the challenges and questions for the future of the internet. What are they?

That the digital media is not regulated so is having consequences and that the world is connected through the internet which many people use, which makes the internet not private as people can share this data around.

5) Where do you stand on the use and regulation of the internet? Should there be more control or more openness? Why?

I believe that controls and deterrents should be kept in place for social media as it keeps an individual grounded on what they can and can't do. The internet also provides an open space for all opinions and if these are out of control there are ways of blocking this such as the report/block buttons.

Clay Shirky: Here Comes Everybody

Clay Shirky’s book Here Comes Everybody charts the way social media and connectivity is changing the world. Read Chapter 3 of his book, ‘Everyone is a media outlet’, and answer the following questions:

1) How does Shirky define a ‘profession’ and why does it apply to the traditional newspaper industry?

Profession: something that exists to solve a hard problem - one that requires some form of specialisation.

2) What is the question facing the newspaper industry now the internet has created a “new ecosystem”?

"why publish this?" to "why not?". Now the focus is on the amount of content written rather than the quality.

3) Why did Trent Lott’s speech in 2002 become news?

Lott had pledged alliance with Thurmod, who was a republican and he lost all of his support and job due to undermining current politicians.

4) What is ‘mass amateurisation’?

The concept of everyone being able to produce and publish content. 

5) Shirky suggests that: “The same idea, published in dozens or hundreds of places, can have an amplifying effect that outweighs the verdict from the smaller number of professional outlets.” How can this be linked to the current media landscape and particularly ‘fake news’?

Repeated fake news becomes normalised and repeated in the future.

6) What does Shirky suggest about the social effects of technological change? Does this mean we are currently in the midst of the internet “revolution” or “chaos” Shirky mentions?

Could be seen as both a revolution as changes which need to be made are done, however could be viewed as chaos as it may lead to unforeseen consequences. 

7) Shirky says that “anyone can be a publisher… [and] anyone can be a journalist”. What does this mean and why is it important?

The audiences are no longer consumers but are in control as to what is produced and published as they are creating the content themselves. This is significantly important as it brings an end to regulation and opens a world of all types of content and news so could be damaging to society in the future.

8) What does Shirky suggest regarding the hundred years following the printing press revolution? Is there any evidence of this “intellectual and political chaos” in recent global events following the internet revolution?

Due to the Guttenburg Print Revolution, scribes were no longer needed which lead to chaos as being a scribe was a respectable role. An example of the Josh Wolf case was given highlighting the lack of control of manipulation of content.

9) Why is photography a good example of ‘mass amateurisation’?

New/digital media especially devices like updated smartphones allows anyone to take a high quality photo. Also programmed such as photoshop and even apps such as Instagram allow for an individual to edit and beautify photos meaning no need for a professional camera.

10) What do you think of Shirky’s ideas on the ‘End of audience’? Is this era of ‘mass amateurisation’ a positive thing? Or are we in a period of “intellectual and political chaos” where things are more broken than fixed? 

In my opinion, mass amateurisation could be a positive thing as audiences are becoming media producers aswell, showing of their skills and getting their voices and opinions heard. However, this could be a negative thing too as these 'amateurs' could be selling/offering things for free such as giving free music away for example. This could mean that the media companies that actually run those industry loose out on profit. 

A/A* extension work: Read Chapter 1 ‘It takes a village to find a phone’ and Chapter 4 ‘Publish, then filter’ to further understand Shirky’s ideas concerning the ‘End of audience’.

Magazines Index

 1) Magazines: Front cover practical task

2) Magazines: GQ - Language and Representation

3) Magazines: GQ - Audience & Industry

4) Magazines: The Gentlewoman - Language and Representations

5) Magazines: Front cover practical task LR

6) Magazines: The Gentlewoman - Audience and Industries

7) Magazines: Industries - the appeal of print and independent magazines

Industries: the appeal of print and independent magazines

 1) Writer's Edit journal article

1) What is the definition of an independent print magazine?

A magazine which is published without the financial support of a large corporation or institution in which the producers control the publication and distribution.  

2) What does Hamilton (2013) suggest about independent magazines in the digital age?

That there a small but growing body of evidence suggests that small printed magazine are quietly thriving even as the global newspaper and book industries falter. They aim towards a "global niche audience". 

3) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?

They are struggling to keep readers from moving online. 

4) What does the article suggest about how independent publishers use digital media to target their niche audiences?

They try to keep a strong online presence.

5) Why is it significant that independent magazines are owned and created by the same people? How does this change the creative process and direction of the magazine?

The independence will give them a sense of authorship and ownership: it is the best way for them to develop their own work. They keep a maintain a strong vision for their magazine without having the pressure to appeal to a wider market. 

6) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?

That through the collaboration of likeminded creative people, the concept of a magazine community is established. The collaborators share their united version in print.

7) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?

Internet fatigue is one main reason. People are tired of social media and internet and want a  break, which results in audiences reading actual print. Some magazine producers suggest that print is "something real that will never go away".

8) What are the challenges in terms of funding and distributing an independent magazine?

The challenge for funding for independent companies is that they cannot pay professional rates and their editorial management style comes at cost of inquisitorial journalism. The use of the high quality print justifies the high prices. The independent magazines are smaller in business which prevents a large-scale distribution. The distributers need to see where the more frequent readers are to chase their A market.

2) Irish Times feature on independent magazines

Now read this short feature in the Irish Times on the growth of independent magazines and answer the following questions:

1) Why are independent magazines so popular?

They range in different topics and a have a subject matter which more far "diverse" from their production technique. They are driven by passion for their content and so are popular as they can reach the world.

2) Why is the magazine publishing industry set up to favour the big global conglomerates?

The titles rely on advertising for their revenue and so the magazines are filled with adverts from the big conglomerates.

3) What does the article suggest regarding finding an audience for an independent magazine?

If you make a subject on magazine too broad the you will have too big of an audience, if you make it too specific then it will be small. If you make it just in between then you will have a good audience size. When you find this then other elements of the magazine and audience will fall into place. 

4) What are the challenges for magazine distributors?

One main issue for distribution is the cost of shipping and if they don't sell, then they have to pay for the shipping back, so publisher focus on taking risks on getting as many online sales as possible, which means you need to build your audience before publishing.  

5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?

If there was magazine on League of Ireland fan culture magazine , you can host events, sell graphic prints, T-shirts and perhaps set up a Patreon account where you could host football podcasts. 

3) Interview with Ruth Jamieson

Finally, read this excellent interview with Ruth Jamieson, who has written a book on the renaissance of the independent magazine sector. Answer these three quick questions: 

1) What does Ruth Jamieson suggest about the 'death of print'?

Jamieson suggests the print is not dying but new media refocuses old media. Print provides luxury and allows you to immerse into the magazine and online magazines don't allow you to do the same. 

2) What are the common themes for successful independent magazines?

Internet is a driving force for independent magazines. Producers can access different tools and services to help them create their magazine. The house style of the magazines such as the typography are also common themes. They are also printed. The audience/readers react to the physical experiences of the print magazines.

3) How many of these aspects can you find in The Gentlewoman? 

The house style gives visual appeals. The Gentlewoman have their subject on the front cover bordered up like a photo frame and no cover lines. This is unconventional of magazine and so appeals to audiences due to offering something different. The mast head is also written all in lowercase. Due to being a physical copy, this would appeal to the audience through the physical experiences. 

The Gentlewoman: Industry and Audience

 1) Media Magazine feature: Pleasures of The Gentlewoman

1) What does the article suggest is different about the Gentlewoman compared to traditional women's magazines? 

The cover has very little text which is only the title, subtitle and the name of the person who is in the photograph which is portrait and framed like a picture. The masthead is also in lower case. The differs from the normal conventions used by other magazines.

2) What representations are offered in the Gentlewoman?  

Includes representations of gender performativity and stereotypes and things you would not see in any other women's magazine e.g. a botanist and a Zambian rapper etc. The women chosen are over a range of ages and races from Africa and Asia. 

3) List the key statistics in the article on the average reader of the magazine. 

The average age is 38 which is 85% of the readers population. 61% of its readers are 28-46. 47% are in the A and B categories, average income is £87k. 

4) What is The Gentlewoman Club? 

A society of men and women who demand high quality and originality from their agenda of cultural happenings. Where people can get to know other people with similar interests. 

5) What theorists does it suggest we can apply to the Gentlewoman's club?

Clay Shriky's end-of-audience theory, Henry Jenkins Fandom and Gauntlets idea of consumers use media products to help create our identity. The gentlewomen is able to tailor a super glamorous and ultra-modern reality for its readers. 

6) What does the writer of article suggest they are getting out of their relationship with the magazine?

Offers them a glimpse into the fashion and celebrity and picks a few choice social trends to keep them in the loop.

7) Who are the team behind the magazine?

It is a small team. The creators are Gert Johnson and Jop van Bennekom who have come up with subversive and unconventional publications. 

8) How does the Gentlewoman use their website and social media to promote the magazine? 

They use their website to advertise their products, giving content such as full articles to read which lure to buy the products. The luxury adverts tells the cost to the reader is not what's really propping the production of the magazine. The cross platfrom social media helps the readers relationship with the brand. 

9) What are the 'creative collaborations' in the magazine? How do they 'spill over into real life'?

Brands will use the photographers and writers of the gentlewomen to market their own products. The magazine make it seem like a natural feature of the magazine and it 'spills over into real life' by linking with the special events for the club members.

10) How does the article sum up the audience pleasures of the Gentlewoman? 

It appeals with the audience through the exclusivity, being in the know, enjoying the old medium of magazines in a modern way.

2) The Gentlewoman Media kit

1) How does the Media Kit introduce the magazine?

The first page shows the range of covers they have produced with their many subjects/celebrities. It gives a little history and background information on the magazine and gives review quotes from other newspapers and awarding bodies. It also gives details on to what to except in the topics being covered in their magazines.

2) On the 'Digital' page, what different sections of the website are there and how do these offer opportunities for audience engagement and interaction? 

• Library - gives profiles of women who have been in the past covers.
• Club - offers chats and to get to know other readers and audiences of the gentlewomen
• The magazine itself - the product
• Collaborations - portfolios of the brands partnership
• Shop - magazines subscriptions and collaboration products.

3) What are the audience demographics for The Gentlewoman?

Median age = 32,  22% = 18-27 yrs, 61% =  28-46yrs,  11% =47-55yrs, 6%= 56+

Female readers = 85%, male readers = 15%,  ABC1 = 76% (AB = 47%),  average income = £87,255. 

4) What is The Gentlewoman Club and what does it offer readers?

An international society of the magazines readers who "demand quality and originality from there agenda of cultural happenings". This offers tours, talks, get togethers to talk to other members  and special nights to their readers.

5) What Creative Collaborations

This is a way to "communicates unique brands message through the publications distinctive editorial voice. This is a partnership to offer their readers with other offers.

3) D&AD Award Winner feature

1) How is the magazine described?

The magazine is described as celebrating modern women due to their style and offers "intelligent" views on fashion and journalism.

2) What does it say about the content and design of The Gentlewoman?

It "continues its evolution" with the introduction of new typographical and further strengthen their photography. 

3) How are the readers described?

The readers are described as audiences than consumers. Their readers are from a wide range of ages and ethnicities and described as intelligent with the thirst of cultural entertainment. They are also presented as prestige due to the many opportunities offered to them. 

4) Business of Fashion website feature 

1) What events are listed as part of The Gentlewoman Club?

The events listed are shopping or styling session. However in this article they are having a tour about architectural tour on London's most famous landmarks and housing estates.

2) Why does it suggest the magazine has managed to 'cut through the clutter'?

As due to it's intelligent take on fashion and culture and so has aimed at smart and tasteful women.

3) How are Gentlewoman Club tickets given out? 

Members are able to sign up for free for the gentlewomen's club and get selected like a slot. Penny Martin hand picks the attendees.  

4) What does the article say about The Gentlewoman's relationship with its audience? 

They want to be able to educate their readers as it is a "pleasure" to inspire others.

5) Why are Club events valuable from a digital perspective? 

As the producers can engage their audience between the bi-annual issues. It "strikes" their social media that's similar to the "whole 'arch-women's society' atmosphere of the magazine".

5) Website and social media research

1) Visit The Gentlewoman's website. How does it promote the magazine? 

The website offers many things to see, such as a library of all the past celebrities who appeared on the front cover. It has a shop where the audience can be issues if the magazine, merchandise and other companies fashion products which have appeared in the magazine. 

2) Visit the magazine page of the website. How much of the magazine is available to view online? Is this a smart marketing technique to sell print copies or is it giving content away for free? 

The whole magazine can be viewed. It is giving free content away because rather than buying the actual magazines, the readers/audiences would just buy the actual physical print copies.

3) Look at The Gentlewoman's Twitter feed. What content from the magazine or Club events can you find on there? 

There are many quotes from past cover stars, producers of the magazine and pictures of the celebrities who appeared on the cover. It also shows the products of other collaborations they have done with fashion companies.

4) Go to The Gentlewoman's Instagram page. How does it encourage the audience to engage with the magazine? 

It showcases various photos of celebrities who have appeared on the front cover, mini articles from the magazine itself and pictures of the tours and range of things e.g. tours, that the gentlewomen can offer.

5) What representations of fashion and gender can you find on their Instagram page? 

They have a range of models from different ethnicities and gender and showing people who are part of the LGBTQ+ community.

A/A* extension tasks

Read this extensive interview with Penny Martin in the New Zealand Herald. It covers every aspect of the magazine and wider cultural contexts - essential reading if you want that A*. 

If you're interested in design and how the media is becoming increasingly digital then this in-depth Medium feature is great. It's a case study from a designer who converted an issue of The Gentlewoman from print to digital as a design project. Reading this will give you a really in-depth understanding of the construction, design and overall look and feel of your CSP as well as an introduction to website building and graphic design.