Influencers and Celebrity Cultures

  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" by providing a platform where anyone with internet access can create, upload, and share videos with a global audience, without the need for traditional media gatekeepers like TV networks, film studios, or publishing companies. 

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

American's make-up majority of YouTube. YouTube influencers encourage the spread of US cultural references, language and attitudes.

3) How do influencers reinforce capitalist ideologies?                                                 Influencers reinforce capitalist ideologies by promoting consumerism and the idea that personal success and happiness can be achieved through the purchase of goods and services. They often collaborate with brands, endorsing products and encouraging their followers to buy in order to attain a desirable lifestyle. This promotes the idea that value is tied to material wealth, status, and continuous consumption, which are central to capitalist beliefs. Additionally, influencers themselves often embody the capitalist ideal of the self-made entrepreneur, turning personal branding and social media into profitable businesses.

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 and an example of hyperreality because it often blurs the line between reality and fiction. Influencers and celebrities curate highly edited, idealized versions of their lives, creating a world that seems real but is actually a constructed version of reality. This simulated content can feel more "real" than reality itself to viewers, making it hard to distinguish between authentic life and the performative, filteredcontent they consume. This is a hallmark of hyperreality, where the simulation of reality becomes more influential and believable than the actual world.

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

Arguments for Regulating Online Content:

1. Preventing Harmful Content: Regulation can stop harmful content like hate speech, violence, and misinformation.
2. Protecting Children: Rules can ensure young audiences aren't exposed to inappropriate or dangerous material.
3. Curbing Misinformation: Regulation helps reduce the spread of fake news and conspiracy theories.
4. Promoting Accountability: Platforms and creators would be more responsible for what they post.

Arguments Against Regulating Online Content:

1. Freedom of Expression: Regulation may limit free speech and creativity.
2. Censorship Risks: Governments or companies could misuse regulation to censor dissenting voices or unpopular opinions.
3. Innovation Stifling: Too many rules could stifle creativity and innovation on the platforms.
4. Difficult to Enforce: Given the vast amount of content, regulating everything effectively is challenging and might not be practical.

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

Hesmondhalgh’s ideas can be linked to online media debates by showing how big tech companies control platforms like YouTube, prioritizing profit and mainstream content over diversity.

Curran & Seaton emphasize the impact of media ownership on content and diversity. This is relevant to online media as debates often focus on how tech giants' control over platforms affects the variety of voices and perspectives available online.

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

Gauntlett's ideas about identity and audience suggest that media allows people to explore and create their identities. On YouTube and through influencer content, audiences can see diverse representations and relate to content that reflects their interests, lifestyles, or values. This enables viewers to shape their own identities by consuming and interacting with content that resonates with them. Influencers, in turn, present authentic, relatable personas, allowing followers to feel connected and empowered to express themselves similarly.

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?  

In my opinion, celebrity influencers are a mix of both. On one hand, they offer a democratic platform where anyone can rise to fame and share their voice, promoting diversity and accessibility in the media landscape. On the other hand, many influencers are also highly constructed products, often promoting hegemonic capitalist ideologies by encouraging consumerism, idealized lifestyles, and reinforcing societal norms centered around wealth and success.

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. 

1. Personally Managed Accounts: Some celebrities run their own accounts, sharing personal updates, engaging directly with fans, and showing a more authentic side of themselves. Example: Chrissy Teigen is known for personally managing her Twitter, interacting with followers, and sharing her thoughts.

2. Team-Managed Accounts: Many celebrities hire social media managers or PR teams to handle their accounts, ensuring a polished image and promoting professional work. Example: Beyoncé’s Instagram is carefully curated, likely managed by a team, focusing on brand promotion and artistic posts rather than personal interaction.

3. Mixed Approach: Some celebrities balance between managing their own accounts and having a team. They might personally engage with fans but rely on professionals for more promotional content. Example: Dwayne "The Rock" Johnson mixes personal fitness posts and motivational messages with professionally crafted content to promote his films and business ventures.

4. Ghostwriting/Brand Partnerships: In some cases, posts are written by ghostwriters or as part of brand deals, blending personal branding with commercial interests. Example: Many influencers or celebrities post sponsored content or pre-arranged promotional material as part of partnerships with brands.

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 helps create a distinctive, relatable persona that connects with audiences. A strong, authentic voice makes celebrities seem more approachable and human, which builds loyalty and engagement with fans. It also allows them to differentiate themselves in a crowded online space, offering a unique personality or perspective.

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

Promoting Work or Projects: Celebrities often use social media to market their movies, music, shows, or other ventures. Example: Actors like Ryan Reynolds promote their films through humorous posts that align with their public persona.

Building and Maintaining a Personal Brand: Celebrities curate their image and persona through their content. This helps them stay relevant and appealing to their audience. Example: Kim Kardashian uses Instagram to shape her brand around fashion, beauty, and lifestyle.

Engaging with Fans: Some celebrities focus on building a relationship with their followers by responding to comments, sharing behind-the-scenes content, and being interactive. Example: Tom Holland engages directly with his fans, answering questions and sharing personal moments.

Social Activism and Advocacy: Many use their platform to raise awareness about causes they care about, influencing public opinion. Example: Leonardo DiCaprio frequently posts about climate change and environmental activism.

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

Promotional Content: Posts about their latest projects, such as films, music releases, TV shows, or upcoming events.
Example: A musician promoting a new album or tour dates.

Personal Updates: Sharing moments from their personal life, including family, vacations, or daily activities to build connection with fans.
Example: Chrissy Teigen sharing family moments with her kids.

Behind-the-Scenes Content: Offering fans a look into their work process, film sets, or events that aren't usually accessible.
Example: BTS shots from movie sets or rehearsals.

Sponsored Posts/Brand Collaborations: Celebrities often post about products or brands they endorse, turning social media into a marketing platform.
Example: Kylie Jenner sharing beauty product endorsements.

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

Comments and Replies: Influencers can respond directly to comments on their posts, giving fans a sense of personal engagement.
Example: Influencers like Emma Chamberlain often reply to fan comments on Instagram, fostering direct interaction.

Live Streams: Platforms like Instagram Live, YouTube Live, and Twitch allow influencers to engage with fans in real-time through Q&A sessions, chats, or live events.
Example: Musicians like Billie Eilish host live streams to answer fan questions and talk about their work.

Polls and Stories: Interactive features like Instagram Stories polls, quizzes, or "Ask Me Anything" prompts enable fans to engage with influencers directly.
Example: Beauty influencers such as Huda Kattan frequently use Instagram polls to ask fans for feedback on makeup products.

Direct Messages (DMs): Some influencers engage with fans privately through DMs, although this is usually reserved for smaller-scale influencers due to volume.
Example: Smaller influencers may share screenshots of interesting or heartfelt conversations they’ve had with followers in DMs.

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 YMCA's report suggested that social media content and celebrity culture negatively impact young people's body image and self-esteem. It highlighted that the constant exposure to idealised and unrealistic representations of beauty and success on platforms like Instagram leads to pressure, comparison, and dissatisfaction among youth, particularly around physical appearance and lifestyle.

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

The damaging effect on young people include increased feelings of inadequacy, anxiety, and depression due to constant comparison with idealized images of beauty and success on social media. Young people may also develop body image issues, leading to unhealthy behaviors like extreme dieting or low self-esteem, as they try to meet unrealistic standards promoted by influencers and celebrities. 

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. 

In my opinion, social media can be dangerous to young people if not used responsibly. The constant exposure to idealized images and unrealistic lifestyles can harm self-esteem and promote comparison and anxiety, especially in younger users who are still forming their identities. I believe age restrictions should be enforced, along with more education on media literacy, to help young people understand that much of what they see online is curated and not always real. Additionally, platforms could do more to monitor harmful content and promote positive, realistic representations.