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"?

The YouTube platform 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'? 

We could argue that YouTube influencers encourage the spread of US cultural references, language and attitudes. This form of globalisation implies a dominance of Western cultural attitudes (cultural hegemony) – ‘the West vs the Rest’. 

3) How do influencers reinforce capitalist ideologies? 

Most globally popular YouTubers also promote materialism and consumption. Once they become successful, YouTube stars are often sponsored by commercial companies and become endorsers of products. 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? 

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’. 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 such as Zoella or PewDiePie – who at this stage in their careers are creating videos as part of their job rather than as an authentic expression of themselves – still understand that what they are seeing is hyperreality.

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

The content of viral video clips is often subversive, the mode of address is informal. This raises the question of age suitability and availability to younger audiences. It is difficult to restrict access to such sites to younger children who may be more impressionable and less able to distance themselves critically and emotionally from what they are viewing. More worryingly, the organisation Data and Society recently published a report that shows the role YouTube plays in radicalising users of the platform.

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

A strong argument is that a primary role of the media is to deliver audiences to advertisers. YouTube, and its owner Google, rely on advertising for their substantial earnings and arguably, celebrity vloggers act as a promotional vehicle for advertisers and commercial sponsors. In a phrase: it’s all about clicks. So, this supports the ideas of both David Hesmondhalgh and Curran and Seaton 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 asserts 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.

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 it depends on each influencers  and what they do they can be positive and inspirational to many people and young adults. They may be positive and negative as if they are sharing an entertaining life and lifestyle that most people cant afford or have the ability and time to live the same way it may upset the fans and cause them depression if they are comparing the two lifestyles. 

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. 

Celebrity social media management represents a sort of balancing act between marketers and their clients. Although celebrity accounts are almost always entertaining, there’s also the “business” aspect of anyone in show business. New releases. Tours. Events. 

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 celebrity social media management isn’t about who can be the funniest or post the craziest pictures. Just like brands have different goals and audiences, so do celebrities. The role of a social manager for a celebrity is to determine what those goals are and how to reach them while communicating with thousands or millions of followers.

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

Most celebrities will hype up their upcoming appearances to build anticipation and get more eyes or ears on whatever they’re doing. Some celebrities work overtime to keep the hype train going. ability to go behind-the-scenes and get sneak peeks of their latest projects.

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

Slice of life, behind the scenes, celebrity snapshots, motivational/heart warming

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

Beyond likes and retweets, celebrities can drive engagement and interact with fans simply by asking questions. Celebrities and their managers can keep an eye on mentions and DMs to figure out who to like and 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 found that 62% of 15 to 16-year-olds felt that social media had ramped up expectations over their personal appearance. Photo shopped 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. Ideals of 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. It urges social media users to stop editing their pictures and to hold brands and organisations responsible for not promoting healthy body images and diversity.

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

“Today’s beauty standard is completely unobtainable, leading us to constantly feel bad about our bodies and looks. This is particularly the case for young people and it can have serious effects on their mental and physical well being.

“It’s time to take back control of how we feel about our bodies and celebrate our real self so that everyone can feel confident in their body this summer and beyond.”

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 think age restrictions should be enforced and i think social media is 100% unsafe and dangerous for young people and children it can cause many unintentional problems and mistakes can be made easily that cant be resolved as easily as well as there are many tings posted and many people online that are dangerous for the society and may lead young people negative consequences.