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"?

With ordinary users uploading their own content: they are now 'produsers'(producer-users) and 'procumers'(producer-concumers)

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

With American's making up the majority of famous Youtubers, they are able to spread US cultural references, language and attitudes with the universality of English

3) How do influencers reinforce capitalist ideologies? 

Their posts illustrate the commercialisation or commodification of entertainment with their promotion of materialism and consumption 

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

The vlog is a highly self-reflective media form. This postmodern self-consciousness involves breaking the fourth wall by revealing the ‘nuts and bolts’ of video shooting and editing. This is an example of Baudrillard's hyperreality.

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

Against: 'unnecessary' regulation, YouTubers represent a spirit of exuberant individualism,they are charismatic mavericks.
For:'copycat' behaviour of younger, youtube radicalising users of the platform, with algorithm promoting extremist ideologies 

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

YouTubers become involved in sponsorship deals with fashion, cosmetics or games companies ie. celebrity endorsement which portrays 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?

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.

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 have come to be very critical of the internet, especially influencers. With the multitude of scandals that come out about famously watched influencers all the time; I have become extremely cautious of media personalities. I believe when they first start youtube, most of the time it's for fun, but once those sponsorships start rolling in it is very clear that they begin to promote hegemonic capitalist ideologies.

2) How to build a social media brand: case study


1) What are the different ways celebrities manage their social media accounts? Give examples. 

Not all celebrities are responsible for their own social media accounts, some might consist of random musings and updates, while others are more focused around specific promotions, shout-outs and announcements.  

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

A brand voice can help them 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.

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

A social media manager helps determine what the goals are for the celebrity and how to reach them. 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.

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

News, updates, hype posts and behind-the-scenes posts, snapshots(the glitz and glamour), "slice of life content", and heart-warming and inspirational content. 

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

They give shout-out, like a fan post/comment, or ask questions and interact with their fans personally 


3) Guardian article: Social media harming young people


1) What did the YMCA's report suggest about social media content and celebrity culture?  



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



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. 


A/A* extension tasks

Read this excellent, academic article on the history of celebrity culture recommended by exam board AQA. Has digital culture changed the nature of celebrity or have things always been like this?  

Read this Forbes article on how covid and TikTok have changed the influencer market in the last couple of years. What does this tell us about society and media culture - are we becoming more creative and independent or is this just another way to sell more products to more

Comments

Post a Comment

Popular posts from this blog

Magazines: Front cover practical project

Image
Research 1) Use Google to research potential magazines that you could use as your brand/design for this project.  Create a shortlist of  three  potential magazines and upload an example front cover from each one. We recommend looking at lifestyle magazines or a similar genre as these are more achievable to re-create. NME: Rolling Stone:  Metal Hammer:  2) Choose  one  of the three magazine brands to use for your project e.g GQ, Vogue or The Gentlewoman. Then f ind  three  different front covers for your chosen magazine and embed them in your blogpost. Analyse the fonts, colours and typical design. What is the language or writing style? How are the cover lines written? What camera shot is generally used for the cover image? You need to become an expert in the design and construction of this magazine and its branding. Chappell Roan: Font, colours and typical design - The Rolling stone Masthead has a common theme of cursive writing for its name ...
Read more

Introduction to Alevel media

1) Why did you chose Alevel Media Studies? I chose Alevel Media Studies because I did the subject at GCSE and really enjoyed it, everything from the exams , the content, the discussions and the film work. All of the struggle fueled my intentions to do well and I plan to do even better at Alevel. 2) Did you take GCSE Media Studies? I took GCSE Media Studies at Greenford. 3) If you answered yes to Q2, what grade did you acheive in GCSE Media/ What coursework did you complete? What would you say your strengths and weaknesses were in GCSE Media? I achieved a grade 6 in GCSE Media, my coursework was to record a sneak peak or snipit of  my own fantasy show. I think my strengths in GCSE Media were that I was great at writing with my script and the exams but executing and editing my own bit of a show was difficult and put up quite a challenge. 4) What grade do you hope to achieve in Alevel media? I hope to achive a grade 7 or 8 in Alevel Media. 5) What are you current thoughts about your n...
Read more

Semiotics

Image
 Part One- English by Tarun  Thind Analysis 1) What meanings are the audience encouraged to take about the two main characters of the opening film? We, the audience are encouraged to assume that the two main characters are good for nothing thugs with nothing better to do than roam the streets aimlessly. 2) How does the end of the film emphasise de Sassure's belief that signs are polysemic- open to interpretation or more than one meaning? At the end of the film we are made aware the both of the main characters are deaf and when both of them are portrayed to look like ruffians or people who are up to no good we are proved to have judged them wrong as we find out why they retaliated against the people who had wronged them. This emphasises how sings are polysemic as the signs the audience saw were meant to have a mutifaced meaning. Part two-Media magazine Theory drop- semiotics 1) What did Ferdinand de Sassure suggest are the two parts that make up a sign? He suggested that there...
Read more