Influences and celeb culture

1) How has YouTube "democratised media creativity"?

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'? 

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.

3) How do influencers reinforce capitalist ideologies? 

The recommendation algorithms on YouTube act as bread crumb trails to videos that promote extreme ideologies. This raises the question of age suitability and availability to younger audiences.

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

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

 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.

On another level, YouTubers represent a spirit of exuberant individualism.

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

 

David Hesmondhalgh and Curran and Seaton both say that the cultural industries are driven by corporate

power and the pursuit of profit. When enormous conglomerates, like Google and Facebook buy up platforms and apps that were previously their competitors, they become leaders in the market and leave little room for independence, individualism and democracy.

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

The attraction of many YouTubers to younger audiences is that they see themselves reflected in their YouTube heroes. Youtubers are able to express themselves regardless of the judgement they receive and this can be inspirational to many of their audiences especially the younger ones.

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 on the most part can be viewed positively as their influence is powerful and is usually used for good, however some can take advantage of that influence they have and use it for bad. Also nowadays there are many young children that have access to the internet and some "celebs" aren't always known for the best thing which would have a negative effect on the children online.

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. 

Social media managers are often responsible for adopting their celebrity clients’ voice and working alongside that client to make sure their social presence is “on brand.” And in the case where you can’t tell whether or not a celebrity runs their own Twitter or Instagram account, well, that’s kind of the point.

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

A 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.

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

The point is that many celebrities use social media as a channel to post non-promotional content that makes them seem more relatable and human.

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

Other than behind the scenes, celebs usual aim to post content that the audience can relate to , e.g. , a day in the life.

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

Celebrities engage with fans through likes and retweets e.g., occasionally doing what is known as q&a's

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?  

Social media has put pressure on young children to recreate the perfect life they see on their screens from their favourite celebrities.

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

 They found that 62% of 15 to 16-year-olds felt that social media had ramped up expectations over their personal images. 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.

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 is dangerous with every age group as everyone is able to be influenced and the more you see online the more you want to mirror it in your own life. But it is especially damaging to younger children as it can really damage them as they are developing into young adults