Influencers and celebrity culture: blog tasks
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"?
The YouTube platform has democratised media creativity, with ordinary users uploading their own content: they are ‘produsers’ (producer-users) and ‘prosumers’ (producer-consumers).
2) How does YouTube and social media culture act as a form of cultural imperialism or 'Americanisation'?
Not all famous YouTubers are American but Americans certainly make up the majority. The universality of the English language undoubtedly plays an important part here. 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.
3) How do influencers reinforce capitalist ideologies?
Influencers may reinforce capitalist ideologies by promoting brands and products and showing their fans their own lifestyle which may make some people want to copy what they're buying and using. This makes fans purchase those products therefore influencers are reinforcing capitalist ideologies.
4) How can YouTube and social media celebrity content be read as postmodern, an example of hyperreality?
It can be read as postmodern as it may involve breaking the fourth wall by revealing clips such as behind the scenes of videos that have been made.
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.
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).
2) How does YouTube and social media culture act as a form of cultural imperialism or 'Americanisation'?
Not all famous YouTubers are American but Americans certainly make up the majority. The universality of the English language undoubtedly plays an important part here. 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.
3) How do influencers reinforce capitalist ideologies?
Influencers may reinforce capitalist ideologies by promoting brands and products and showing their fans their own lifestyle which may make some people want to copy what they're buying and using. This makes fans purchase those products therefore influencers are reinforcing capitalist ideologies.
4) How can YouTube and social media celebrity content be read as postmodern, an example of hyperreality?
It can be read as postmodern as it may involve breaking the fourth wall by revealing clips such as behind the scenes of videos that have been made.
5) What are the arguments for and against regulating online content such as YouTube?
For:
-The content of viral video clips is often subversive, the mode of address is informal. 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.For:
Against:
-While to some, the idea of regulating YouTube seems like unnecessary ‘censorship’, many others argue that platforms have to take responsibility for protecting their users.
-While to some, 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?
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.
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?
Sometimes celebrity influencers can be seen as promoting capitalist ideologies by all the sponsors that pay them to review products which sometimes overshadow different perspectives. But otherwise they can also be seen as a positive addition because they give people a chance to be heard and they provide a platform for people to share their thoughts with and raise awareness on important issues.
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.
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 centered around specific promotions, shout-outs and announcements. Some celebrities handle their own accounts, others have a team of social media managers.
Sometimes celebrity influencers can be seen as promoting capitalist ideologies by all the sponsors that pay them to review products which sometimes overshadow different perspectives. But otherwise they can also be seen as a positive addition because they give people a chance to be heard and they provide a platform for people to share their thoughts with and raise awareness on important issues.
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.
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 centered around specific promotions, shout-outs and announcements. Some celebrities handle their own accounts, others have a team of social media managers.
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.
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?
-Connecting with fans
-Connecting with fans
-Building a personal brand
-Promoting products
-Endorsements
4) What types of content can be found from celebrity social media posts?
-Sponsored content with brands
4) What types of content can be found from celebrity social media posts?
-Sponsored content with brands
-Promotions for any events
-Any interactions with fans
-Regular posts about their life
5) How does social media allow influencers to interact with fans? Give examples.
Most social media has comment sections which allow fans to comment their thoughts on influencers posts. Influencers can also choose to go live and talk to their fans whilst they comment any questions or thoughts they have. This allows influencers to have a relationship with their fanbase.
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 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.
2) What examples are provided of how this can have a damaging effect on young people?
-Mental health issues
5) How does social media allow influencers to interact with fans? Give examples.
Most social media has comment sections which allow fans to comment their thoughts on influencers posts. Influencers can also choose to go live and talk to their fans whilst they comment any questions or thoughts they have. This allows influencers to have a relationship with their fanbase.
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 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.
2) What examples are provided of how this can have a damaging effect on young people?
-Mental health issues
-Depression
-Sleep deprivation
-Body image issues
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.
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 would say there should be age restrictions on social media as many people of all different ages use it and there may be content that isn't really suitable for certain ages. For younger people, they may be heavily influenced by what they see on social media and therefore feel like they have to change themselves in order to be seen as 'pretty'. They may start struggling with their body image at a young age which is why some content should be restricted.
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