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"?

Many you-tubers have involved themselves in sponsorship's causing a lot of content to be trying to sell you products/services. 

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

Due to English being the most spoken language in the world and that most of the famous influencers are from the USA it emplies that they spread American culture to the rest of the world.

3) How do influencers reinforce capitalist ideologies?

 By sponsoring the big commercial companies.

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

They only post the good things, making their life seem perfect, where in reality it's far from it.

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

It goes against free speech but in the other hand some people shouldn't have the ability to influence people.

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

Hesmondhalgh's ideas can be linked to online media debates  because they show how big tech corporations  like YouTube put profit and popular content before diversity.

Curran & Seaton talk about how the impact of media ownership affects content and diversity. This is relevant to online media debates as they often focus on how tech giants control over platforms affects who's voices and opinions are available online. 

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

According to Gauntlett's ideas on audience and identity, media allows people to find and develop their identities. YouTube has a large variety of influencers that can help people find what they like and don't like.

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?   

It's hard to be strictly on one side of the argument. On one hand, being an influencer is a job, just like all of us they have bills to pay, mouths to feed and need money to survive. It's completely understandable that they which to increase their revenues by promoting corporations. However, they should still keep their soul. Promoting brands that you know won't do any good to your audience is immoral and should be frowned upon.

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. 

Spoiler alert: not all celebrities are responsible for their own social accounts. Well, at least not all the time. Although some celebrity social media accounts might seem like random musings and updates, others are centred around specific promotions, shout-outs and announcements.

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. Teigen’s off-the-cuff and often humorous tweets often don’t feel like they were written by a celebrity at all. Her human approach to social has made her all the more endearing and relatable to her millions of followers.

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

To promote products, interact with fans and build a personal brand.

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

Sponsorships, day to day posts, interactions with fans.

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

Likes, comments, tweets, stories.

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? 

The youth charity YMCA spoke to more than 1,000 young people aged between 11 and 16. They found that 62% of 15 to 16-year-olds felt that social media had ramped up expectations over their personal appearance. Photoshopped images and the sharing of only the most flattering shots shifted young people’s understanding of what a normal body looked like, the charity said.

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

Body image- it sets an unhealthy standard that most people can't achieve.

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 personal experience, no. As somebody that grew up as social media was developing it never posed as a danger to me. It helped with communication and I never felt like it was promoting a negative body image. When I would see a person, real or fictional, that had a amazing body, I wouldn't cry about it and say that their physique was unrealistic. On the other hand, it inspired me to work out and get stronger and to grow. Although I do believe that there should be verifications required to access social media. A child shouldn't be able to create an account before verifying their age.