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 through allowing audiences to no longer be passive consumers of media content, being able to create and participate through broadcasting tools the platforms offers.

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

Marshall McLuhan described the world as shrinking do to technological interconnection, the growth of English speaking influencers offers a strong spread of US cultural references which implies a dominance of western cultural attitudes.

3) How do influencers reinforce capitalist ideologies? 

Most influencers promote a western materialism and consumption from global audiences to identify with or aspire to be through sponsorships and endorsements of commercial companies and product placement.

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

Social media can be an example of postmodern hyperreality through fake yet highly reflective examples of reality through vlogs, focused on the audience and forming an artificial reality.

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

Arguments for regulating online content such as Youtube due to age suitability and level of availablity to online audiences, as well as radicalising users on the platform with extremist ideologies through rabbit-holes and arguments against states it's unnecessary censorship that strips an autonomy to protect their interests in available content.

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

Their ideas link to online media debates that cultural industries are driven by corparate profit through conglomaretes taking away competitors and stripping independence, individualism and democracy.

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

His theories assert that ideas surrounding fluidity of identity, that users are able to explore a range of personas and being able to perceive themselves in multiples points of veiw.

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?   

My opinion on celebrity influencers is that making a sweeping statement on celebrity influencers is void as the chaotic contemporary media landscape is too vast to do so, many influencers act as agents of capitalism and some as democratic active agents.

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. 

Celebrities manage their accounts by themselves or through social media managers.

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

Distinct brand voices allow for media personalities stand out and establish their brand distinctly such as Chrissy Teigen's humorous and human tweets, engaging relatability and Mark Ruffalo's political and subtle behind the scenes content, acquiring a fanbase in a modern landscape. 

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

Celebrities wish to keep their relativity up, through behind-the-scenes and sneak peaks of upcoming projects for engagement.

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

The types of content found is slice of life, comedy, wisdom, snap-shots, heart-warming, inspirational, philanthropic and self-help content.

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

Social media allows for influencer-fan interaction through likes, q&a's and retweets.

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 stated 62% of 15 and 16 year olds social media ramped up expectations surrounding personal appearance due to high standards of internet and photoshopping effects young people's perception of bodies.

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

These ideas of perfection and unattainability has caused mental health problems in young girls to sky rocket, crowding in girls that have social media access.

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. 

No, I don't believe age restrictions on social media should be implemented as it strips them and their guardians the autonomy to choose what's goods for their own health as consumers.