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"?

YouTube has democratised media creativity with ordinary users uploading their own content: they are ‘produsers’ (producer-users) and ‘prosumers’ (producer-consumers). Content is published first and then filtered or judged later by audiences. So, success is measured by the number of views and the reaction of the ‘fans’ rather than the judgement and financial power of an industry editor/producer.

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

YouTube and social media culture acts as a form of Americanisation as Americans make up the majority of YouTube influencers that encourage the spread of US cultural references, language and attitudes. 

3) How do influencers reinforce capitalist ideologies? 

Influencers reinforce capitalist ideologies as Their posts illustrate the commercialisation or commodification of entertainment which, although in some ways more honest and explicitly done than the subtle product placement of the past, still channels audiences into conformist ways of thinking and behaving, encouraging them to buy products and aspire towards material improvement.

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

YouTube and social media celebrity content can be read as postmodernism as using deliberate techniques such as handheld camera, cartoon-like captions and sounds, crash zooms into extreme close ups, jump cuts and other obvious editing devices which emphasise the artificiality of their filmmaking. This postmodern self-consciousness involves breaking the fourth wall by revealing the ‘nuts and bolts’ of video shooting and editing. Jean Baudrillard called these fake representations of reality ’hyperreality’. This is because for him the artificial reality is more real to modern screen-centred audiences than authentic reality but how far do consumers of massively successful vloggers still understand that what they are seeing is hyperreality, a constructed version of the authentic?

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

Arguments for and against regulating online content such as YouTube is important as the freedom of speech on online spaces is being taken advantage of and being used in a wrong way such as the content of viral video clips is often subversive, the mode of address is informal which raises

the question of age suitability and availability to younger audiences. However, some say the

idea of regulating YouTube seems like unnecessary ‘censorship’, many others argue that platforms have to take responsibility for protecting their users.

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

Hesmondhalgh and Curran & Seaton's ideas can be linked to online media debates such as that they support the ideas that the cultural industries are driven by corporate power and the pursuit of profit. When enormous conglomerates, like Google and Facebook buy up platforms and apps that were previously their competitors, they become leaders in the market and leave little room

for independence, individualism and democracy.

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

David Gauntlett's ideas about identity and audience can be applied to YouTube and influencer content as he states that online media encourages ordinary users to experiment with other personas, projecting identity as multiple and fluid. There are many and varied YouTubers to choose from, allowing audiences to see different ways of being and different points of view. The attraction of many YouTubers to younger audiences is that they see themselves reflected in their YouTube heroes.

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 feel that celebrity influencers do have a lot more power in their hands than they seem to know. I think that influencers have got the power to change and shift peoples view points and minds by just one one post or video making them sometimes powerful behind their screens. Some celebrity influencers do use their social media status for positive outcomes such as peace protests or how to make the world a better place. However I think that most celebrity influencers do not use their social media status for good. This is because of them many social media posts and videos that have been posted online for example Jake Paul and his videos on promoting the 'Mystery Brand' boxes and how he influenced the minds of young children to invest their money into these boxes and they could win major big prizes such as iPhone XS or a gaming PC but instead the truth came out and there was no such thing and he was promoting young children to gamble their money to this company for cheap prizes like a small ball or a yo-yo.  

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 different ways that celebrities manage their social media accounts is by letting it be handled by a social media manager. Examples of celebrities doing this is Harry Styles with a tweet he says on his account which is by him but then a promotion of his new tour coming up which is done by his social media manager instead. 

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

Voice is important in celebrity social media content as it allows companies to 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 media has made her all the more endearing and relatable to her millions of followers. However, another celebrity such as Mark Ruffalo adopts a more subtle tone while posting the sort of behind-the-scenes content we’d see from a celebrity account. This is because Ruffalo likes to keep his posts short and to the point much not like Teigen's posts at all. Ruffalo’s account also isn’t afraid to get political or highlight his activism. 

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

Different goals celebrities may have for their social media accounts is that if someone followers a celebrity then they want to know what’s going on in their lives. This includes day-to-day updates and likewise big announcements. For example, most celebrities will hype up their upcoming appearances to build anticipation and get more eyes or ears on whatever they’re doing. However, Some celebrities work overtime to keep the hype train going. For example, Lady Gaga took to Twitter days, hours and even minutes before dropping “Stupid Love,” much to the joy of her fans.

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

Some types of content you can find from celebrity social media posts is following a celebrity that gives that person the ability to go behind-the-scenes and get sneak peeks of their latest projects. Another advantage is following a celebrity on social media is to see what they’re “really” like. Many celebrities use social media as a channel to post non-promotional content that makes them seem more relatable and human such as Chrissy Teigen's tweets for example. 

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

Social media allows influencers to interact with fans as celebrities can drive engagement and interact with fans simply by asking questions. "Visiting a new town while on tour? Ask about the local cuisine. Looking for something new to watch or read? Again, ask fans!". Celebrities and their managers can keep an eye on mentions and DMs to figure out who to like and shout-out. 

Examples

 

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?  

YMCA's report has suggested 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. In addition to this, physical perfection were also said to be driven by celebrity culture, with 58% of 11 to 16-year-olds identifying it as the main influence.

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

Examples that are provided of how social media can have a damage effect on young people is that media platforms such as Snapchat and Instagram “can be damaging and even destructive” to girls’ mental well being. “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.” This all means that girls are forced to look a standard way to appeal and look 'beautiful' when in reality all they are doing is damaging and hurting their own mental and physical self. 

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 feel like social media is good as well as bad but due to the rise of technology social media has provided more negativity than anything positive. This is due to the fact of the internet being unregulated and social media platforms such as Instagram and Snapchat and even TikTok giving into it and allowing these influencers to promote such unhealthy and unrealistic body images of themselves. Even though it is just one image these influencers are posting onto their videos or stories, this gets shared around to countless of people their followers who are mainly young teenagers and they use that as their goal or target to "reach how that certain celebrity is" . . This just reinforces and shows how dangerous the internet really is and how it can easily affect people at such a young age. I feel like age restrictions should be pressed upon more and should be enforced as quick as possible but due to how vast the internet is I simply do not see this possible for everything the internet is accountable for.