OSP: 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"?

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'? 

Not all famous YouTubers, like Emma Chamberlain, are American but 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? 

You Tubers use techniques such as handheld camera, cartoon-like captions and sounds, crash zooms into extreme close ups, jump cuts and other obvious editing devices which emphasise the artificiality of their filmmaking. The vlog is a highly self-reflexive media form. 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 still understand that what they are seeing is hyperreality, a constructed version of the authentic?

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

Internet-based media is notoriously hard to regulate and control. Sonia Livingstone and Peter Lunt point out that there is a 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. Bandura’s work in the 1960s claimed that there was a link between media content and the imitative ‘copycat’ behaviour of younger viewers which is a concern for some.

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

A strong argument is that a primary role of the media is to deliver audiences to advertisers. YouTube, and its owner Google, rely on advertising for their substantial earnings and arguably, celebrity vloggers act as a promotional vehicle for advertisers and commercial sponsors. In a phrase: it’s all about clicks. So, this supports the ideas of both David Hesmondhalgh and Curran and Seaton that the cultural industries are driven by corporate power and the pursuit of profit. 

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. The attraction of many YouTubers to younger audiences is that they see themselves reflected in their YouTube heroes. Emma Chamberlain’s screen presence seems natural, relaxed and authentic. This is refreshing for audiences who are used to actors playing a role or presenters adopting a particularly performative set of speech patterns and mannerisms.

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 celebrity influencers are a bit of both, they could be seen as a positive, democratic addition to the contemporary media landscape as some influencers actually use their platforms to educate others/ fight for their beliefs (feminism) and they actually do it because they enjoy it and it's their passion, however I also believe that they are also a highly constructed product promoting hegemonic capitalist ideologies as they mainly do it for profit, nearly every influencer does sponsorship's or brand endorsements and mainly fake their content, to make it seem as if they have a perfect 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. 

Although some celebrity social media accounts might seem like random musings and updates, others are centered around specific promotions, shout-outs and announcements. For example, it’s probably safe to say that this tweet from Harry Styles was actually written by Styles himself. "I pledge miniature tacos for all." 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. The list goes on and on.

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. Chrissy Teigen might be the best example of someone with a distinct, consistent social brand. Teigen’s off-the-cuff and often humorous tweets often don’t feel like they were written by a celebrity at all. Her human approach to social has made her all the more endearing and relatable to her millions of followers. Meanwhile, someone like Mark Ruffalo adopts a more subtle tone while posting the sort of behind-the-scenes content we’d see from a celebrity account.

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

“To get the best results for managing several social accounts, our team plans a meeting with management and artists face to face to discuss the tone and how they prefer the accounts to be taken care of. Some artists are very hands-on with day-to-day posts and content, whereas some prefer the social team to dive in and assist with copy and branding. To make sure we get the best results and stay consistent with the artist’s voice, we send out copy for any social posts in advance to be approved by management.”

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

News, updates and hype posts, behind-the-scenes content, "Slice of life" content, "Celebrity" snapshots and heartwarming and inspirational content. 

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. Visiting a new town while on tour? Ask about the local cuisine. Looking for something new to watch or read? Again, ask fans! Celebrities and their managers can keep an eye on mentions and DMs to figure out who to like and shout-out. And remember: while something as simple as a “Like” or retweet only takes a moment for a celeb, but could very well mean the world to a fan.

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 youth charity YMCA spoke to more than 1,000 young people aged between 11 and 16. 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. Denise Hatton, the chief executive for YMCA England and Wales, said: “We’ve all been guilty of only posting our most flattering pictures on social media. While there’s nothing wrong with wanting to show yourself from your best angle, it’s important that we still like ourselves when we’re not looking our best, which is probably the majority of the time for most of us.” Social media was already a concern among 11 to 12-year-olds, with 43% of those surveyed claiming individuals they saw on online influenced them. 

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

Increasing numbers of academic studies have found that mental health problems have soared among girls over the past decade, coinciding with the period in which young people’s use of social media has exploded. Dr Bernadka Dubicka, the chair of the child and adolescent faculty at the Royal College of Psychiatrists, said last year: “There is a growing crisis in children and young people’s mental health, and in particular a gathering crisis in mental distress and depression among girls and young women.” Dubicka said social media such as Snapchat and Instagram “can be damaging and even destructive” to girls’ mental wellbeing. “There’s a pressure for young people to be involved 24/7 and keep up with their peer group or they will be left out and socially excluded.”

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 that social media can be damaging to young people, especially young girls due to the unrealistic beauty standards that social media creates, which causes lot's of comparisons to be made, however it can also be beneficial as it provides young people with diversion and sometimes even surveillance.