Influencers and celebrity culture

 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 media production accessible to almost everyone.People no longer need to work for a television company or have a large production budget to create and distribute content.Anyone with a phone and internet connection can produce, upload and share videos with a potentially global audience.

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

A large amount of popular online content originates from the USA meaning american values, lifestyles,language,humour and consumer culture can spread globally.

3) How do influencers reinforce capitalist ideologies? 

Influencers can encourage audiences to buy particular clothes,beauty products,technology or lifestyles even if its not worthy.Furthermore some of them reinforce capitalist ideologies through their lifestyles.

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

Influencers carefully construct their online identitys through filters,staged videos etc.This links to hyperreality because the online representation can become more important to audiences than the person's actual reality.

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

Arguments for regulation:

-Protects young people from inappropriate content

-Can reduce misinformation

-Can tackle hate speech and harmful content

-Protects users from exploitation and scams

Arguments against regulation:

-Could restrict freedom of expression

-Governments could potentially censor legitimate opinions

-It could reduce creativity and experimentation

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

Hesmondhalgh:YouTube may appear democratic because anyone can create content but successful creators can become commodified and incorporated into the commercial media industry through advertising and sponsorship.Curran & Seaton:They argue that media industries tend to become concentrated in the hands of powerful companies.This can also apply online because platforms such as YouTube/Google,Meta and TikTok have enormous economic and cultural power.

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

Gauntlett argues that modern media gives audiences opportunities to construct and express their identities.Influencers therefore don't simply entertain audiences as they can provide resources for audiences to construct their own identities through the videos they post.

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. 

They can personally or through a social media team.For example a celebrity might have professionally photographed promotional posts alongside casual photographs that appear to come directly from them.

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

A personal voice can make followers feel that they are getting to know the "real" celebrity, strengthening personal relationships.

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

-To promote themselves

-Advertise films or music

-Promote products and sponsorships

-Build their personal brand

-Communicate with fans

-Raise awareness of causes

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

-Advertising

-Interviews

-Pictures with other celebrities

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 argued that social media and celebrity culture can negatively influence young people's attitudes towards themselves and their lives.

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

-Young people comparing themselves with celebrities and influencers

-Unrealistic expectations about wealth and lifestyle

-Social media encouraging constant comparison with others

-Celebrity culture creating unrealistic ideas about success

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 is super harmful because of the rise of ai and the fact that most influencers put on a facade for audiences.Furthermore there needs to be age restrictions beccause i believe that too many young people today are having social media at a young age and it is ruining their lives.Social media should be 13 and over as I think that at this age social media is good to use.