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"?

Whether or not the product does ell or is successful is based on the audiences views and enjoyment of the product rather than producers professionally filtering it then publishing it.

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

Majority of it is ran by America/ American culture. This could be because of the English language being the most dominant globalised language, thus being mainly American culture.

3) How do influencers reinforce capitalist ideologies? 

   Through their following/ subscribers and affecting algorithms.

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

Celebrities can make up persona's and identities which show hyperreality. 

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

For: Relaxed and authentic

Against: Time consuming, a lot of effort

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

Hesmondhalgh points out that it is a risky business. This can be related to this as since it has shift from filter then published to publish then filter, this means that the chances of flopping and not doing well on social media has increased as it depends on the likes of the audiences rather than professional opinions.

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

Audiences find themselves in their favourite influencers, for various reason such as relatability or entertainment.

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 are constructed for media consumption due to PR training etc, but can be positive as an entertainment outlet.

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. 

Although some celebrity social media accounts might seem like random musings and updates, others are centred around specific promotions, shout-outs and announcements. For example, Harry Styles' tweet was actually written by Styles himself.

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

Voice helps companies stand out from the crowd, the same can be said for the tone and personality of a celebrity on social media .Chrissy Teigen might be the best example of someone with a distinct, consistent social brand.

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

Following increase, updating news, inspire their fans etc

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

Updates, behind the scenes, slice of life, snap shots

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

Retweets, tours, DM's, 'like'. 

Social media creates a platform which allows everyone to communicate constantly.

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 produce and publish unrealistic expectations and images which give a dangerous impression on impressionable audiences.

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

It could shift young people's understanding of what a normal body could look 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 don't think social media is dangerous as long as the young person using it has good role models in their life to begin with and are not completely reliant on it. With this sort of regulation it keeps young audiences aware of what is real and what is fake so they can safely use social media without it impacting them negatively.

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?  

It has changed the nature, in the sense 'celebrities' or more global and shared around the world rather than nationally. It allows people to become more known and more recognised for various reason or one particular reason, thus creating the term 'celebrity'.

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?

It is a mix of both creativity and consumerism, because, Covid made it difficult for companies to advertise the traditional way so they had to get more creative and use their resources to sell people things, which they continued out of convenience but the creativity only happened due to companies wanting to sell desperately.