OSP: Influencers and Celebrity Culture

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'? 

"improved communications turned the world into a global village, and this was decades before the internet. Not all famous YouTubers, like Emma Chamberlain, 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."

3) How do influencers reinforce capitalist ideologies? 

"For Shirky digital media is social and participatory, with anyone having the means to become a creator; this is perfectly echoed in Chamberlain’s work which invites her audience to share, comment and join the conversation. 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."

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

"Typical YouTuber videos tend to subvert the codes and conventions of traditional cinematography. They use 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. The vlog is a highly self-reflexive media form. 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’."

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

"Internet-based media is notoriously hard to regulate and control. Sonia Livingstone and Peter Lunt point out that there is a dilemma about whether to permit freedom of speech in the online space or regulate it, to protect the public. 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."

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

"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. 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?  

Influential celebrities can make certain industries, such as fashion or beauty, more accessible to the public. They can offer insights, tips and suggestions that can help their followers make the right choices. Influencers generally emphasize self-disclosure and authenticity, encouraging their followers to embrace their individuality and self-worth.However, some influencers are accused of being inauthentic or making caricatures that do not reflect reality. This can give their followers hope. Social media platforms, where many influencers operate, can contribute to social comparisons and feelings of inadequacy among users. Comparing yourself to seemingly perfect people can lead to distorted self-esteem and mental illness. Overall, there are some good celebrity influences but my opinion more so drives towards the pessimistic side.

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. 

"Although some celebrity social media accounts might seem like random musings and updates, others are centered around specific promotions, shout-outs and announcements."

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 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."

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

"to determine what those goals are and how to reach them while communicating with thousands or millions of followers."

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

News, updates and hype posts,Behind-the-scenes content, “Slice of life” content, “Celebrity” snapshots as well as Heartwarming and inspirational content

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

Celebrities can drive engagement and interact with fans simply by asking questions.

  

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?  

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

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.