Influencers + 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"?

Ordinary users upload their own content: they are ‘producers’ and ‘prosumers’. Content is published first and then filtered or judged later by audiences.

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

A majority of influencers and/or online culture are American based, which is the hegemonic influence spread around social media

3) How do influencers reinforce capitalist ideologies? 

They promote products and services to their audiences

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

This postmodern self-consciousness involves breaking the fourth wall by revealing the ‘nuts and bolts’ of video shooting and editing.

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

On one hand, it's important to regulate things so younger audiences can't be affected, but on the other hand it may be seen as censorship or removal of free speech.

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

Both David Hesmondhalgh's and Curran and Seaton's ideas are reinforced 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?

YouTube and social media in general is driven by the community, and they promote being yourself and who you are.

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, they're definitely a positive addition; they provide a voice from someone more "familiar" than a typical celebrity, which reinforces the idea of free speech and freedom in general in the internet. They aren't just promoting stuff 24/7 to their fans; while yes, they do sometimes, that's not their primary focus and were never built to advertise. Most influencers came to be for the love of what they do.

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. 

They usually are in control, tweeting things themselves; but sometimes their managers take over to promote things, like Harry Styles.

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

Much like a distinct brand 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 is an example provided, as her posts feel human and don't feel like they're corporate at all.

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

Celebrities can have different goals for their account - for example Mark Ruffalo isn't afraid to get political on his account, spreading awareness to many more people.

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

Examples include:

- News, updates and hype posts
- Behind-the-scenes content
- "Slice of life" content
- "Celebrity" snapshots
- Heart warming and inspirational content

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

Social media allows influencers to interact with their fans due to the presence of connectivity and engagement. Examples include celebrities reposting posts, replying, or giving shout-outs to people.

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 YMCA found that 62% of 15 to 16-year-olds felt that social media had ramped up expectations over their personal appearance. This suggests social media content (and to an extent celebrity culture) is largely a façade. 

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

Examples included are Snapchat and Instagram.
Dr Bernadka Dubicka stated “There’s a pressure for young people to be involved 24/7 and keep up with their peer group or they will be left out and socially excluded.”

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. 

Yes, I do feel as if social media is dangerous towards young people. While I don't think it should be locked off to under 18's entirely, I still feel like social media should only be accessed at a time when the child fully understands the danger and reality of social media. At the same time, there's only so much age restrictions could do, as most of the responsibility should fall on the parent, as they should be watching what their children encounter on social media.