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 made creating media much easier because almost anyone can make and upload videos. People no longer need to work for a large media company to reach a big audience.

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

YouTube can spread American culture because many of the biggest creators, trends and ideas come from the USA. This means people in other countries can start adopting American ways of speaking, behaving and consuming media.

3) How do influencers reinforce capitalist ideologies? 

3. Influencers often encourage capitalism by promoting products, sponsorships and expensive lifestyles. Their content can make audiences feel that buying certain products is connected to being successful or happy.

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

Influencers often make their lives look natural and realistic, but their content is usually carefully selected and edited. This creates a version of reality that may be more attractive than real life. Audiences can then find it difficult to separate the influencer’s online image from their actual life.

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

Regulation could help protect young people from harmful, misleading or inappropriate content. It could also make platforms more responsible for what they allow users to see. However, too much regulation could restrict freedom of expression and make it harder for creators to discuss controversial topics or express themselves creatively.

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

Their theories can be used to show that online media is not completely independent. Large companies still control important parts of the media industry and are mainly interested in making profit. Although YouTube gives people the opportunity to create content, algorithms, advertising and corporate ownership still influence what audiences see.

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

Gauntlett believes that media can help people develop their identities and explore who they are. YouTubers can provide role models and communities that audiences can relate to. However, influencers can also create unrealistic expectations, causing audiences to compare themselves with carefully constructed online personalities.

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 influencers can be a positive addition to modern media because they give people more opportunities to create content and express themselves. However, influencers are also businesses, and their content can be carefully constructed to sell products or create a certain image. Overall, I think they are useful, but audiences need to be aware that what they see online is not always an accurate representation of real life.

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. 

Some celebrities run their accounts themselves and use them to share personal thoughts and everyday experiences. Others have social media teams who create and schedule posts for them, especially when promoting films, music or products. Some celebrities use a combination of both.

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

A celebrity’s voice gives their account a recognisable personality. Using humour, personal opinions or informal language can make the celebrity seem more genuine and relatable. This can help fans feel as though they are communicating with the real person rather than a company.

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

Celebrities may use social media to promote their careers, advertise products, communicate with fans or build their public image. They can also use their platforms to support charities, discuss political or social issues and raise awareness of causes they care about.

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

Celebrity accounts can contain many different types of content, including selfies, photographs, videos, personal updates, behind-the-scenes material and promotional posts. They may also share opinions, jokes, announcements and information about their work.

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

Social media creates a direct relationship between celebrities and their audiences. Influencers can reply to comments, answer questions, share fan content and sometimes mention individual followers. This makes fans feel more involved and can create a stronger sense of connection with the celebrity.

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?  

The report suggested that social media and celebrity culture can put a lot of pressure on young people, particularly around their appearance. Young people are constantly exposed to celebrities and influencers who may appear to have perfect bodies, lifestyles and lives.

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

Young people may compare themselves with edited photographs and unrealistic images of celebrities and influencers. This can lower their confidence and make them feel that they do not look or live up to the same standards. Social media can also contribute to pressure, anxiety and unhealthy attitudes towards appearance.

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 social media can be dangerous for young people when they are exposed to harmful content or spend too much time comparing themselves with others. However, it can also have positive uses, such as helping people communicate and find supportive communities. I think age restrictions should be enforced more effectively, but education about social media and support from parents and schools are also important.