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.