Influencers and celebrity culture

Influencers and celebrity culture

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 by providing a platform where anyone  can create, share, and make their content.

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

YouTube and social media culture often promote American values, lifestyles, and trends, leading to cultural imperialism by overshadowing local ideas.

3) How do influencers reinforce capitalist ideologies? 

Influencers reinforce capitalist ideologies by promoting consumerism, showcasing brand partnerships, and encouraging followers to live lavish lifestyles.

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

YouTube and social media celebrity content can be seen as postmodern examples of hyperreality, as they blur the lines between reality and representation.

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

Arguments for regulating online content like YouTube focus on preventing harm, protecting minors, ensuring accountability, and promoting fairness, while arguments against it highlight concerns over free speech, the subjective content.

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

Hesmondhalgh's emphasis on the importance of cultural industries and Curran & Seaton's focus on media power dynamics highlight how online media centres around issues of control, commercialisation, and the influence of large platforms on content diversity.

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

Gauntlett's ideas on identity and audience can be applied to YouTube and influencer content by presenting how creators create a personal identity, allowing audiences to engage with diverse representations and narratives.

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?   

Celebrity influencers provide diverse voices and content creation, they often construct images that promote hegemonic capitalist ideologies, prioritising consumerism.

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 social media accounts through branding, content, engagement with fans, and collaborations; for example, Selena Gomez uses a mix of personal posts and promotion.

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

'Voice' is important in celebrity social media content because it allows relatability, allowing celebrities to connect with their audience; for example, Taylor Swift uses her platform to share personal stories and engage with fans on social issues.

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

Celebrities may use their social media accounts to promote personal brands, engage with fans, advocate for social causes, and promote campaigns.

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

Personal Updates

Promotional Content

Behind-the-Scenes 

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

Social media allows influencers to interact with fans through  Q&A sessions, responding to comments, sharing content, and hosting interactive polls; for example, influencers like Bella Poarch use TikTok to directly reply to fan comments.

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 YMCA's report suggested that social media content and celebrity culture significantly impact young people's self-esteem and body image.

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

The report provided examples such as increased anxiety, depression, and body image issues among young people who compare themselves to the idealised images of beauty and lifestyle.

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 believe social media can pose dangers to young people by presenting unrealistic standards and normalising comparison, making age restrictions important to protect their mental health.