Influencers and celebrity culture

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'? 

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 (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?

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. 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? 

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 believe that they are all on a spectrum of positive democratic and constructed, all influencers have the capability to be enticed by monetary gain through sponsorships but some have built their brands off of honesty and transparency that only allows them to be positive additions and each and every influencers fits on that scale with some being more easily persuaded to promote hegemonic capitalist ideologies much more than others but is arguably not a bad thing as many are doing so the preserve their way of living.

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. 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. 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 wellbeing.

“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 without the right precautions and awareness when using the internet can cause young people to be left vulnerable to the harsh and inconsiderate internet and can possibly put some in danger depending on how they use social media. However its tricky to figure out what ages social media could be restricted to as we live in a country with freedom of expression which includes social media but could arguably be very dangerous and mentally harmful to the development of specifically kids under the age of 12 who are yet to develop the awareness and cautiousness required to safely use social media.