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'?
"In the 1960s Marshall McLuhan described how the world was shrinking, becoming more interconnected due to technological progress. For him, improved communications turned the world into a global village, and this was decades before the internet. 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?
"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 – who at this stage in their careers are creating videos as part of their job rather than as an authentic expression of themselves – 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. 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?
"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?
In my opinion, I don't think they fit into either category, as influencers - no matter how positive they may be - are in a way all controlled through the media landscape. They live double lives most of the time and aren't awarded socially or statistically for being out the norm. They'll always continue to have both feet in the different options as long as society is at the forefront of contemporary media.
How to build a social media brand: Case Study
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."
TWEET IN QUESTION: "I pledge miniature tacos for all."
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?
"Here’s more from insight from Chan on how marketers achieve a celebrity’s voice:"
“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
Simply put, if someone followers a celebrity then they want to know what’s going on in their lives. This includes day-to-day updates and likewise big announcements."
"Behind-the-scenes content
Another incentive for following a celebrity is the ability to go behind-the-scenes and get sneak peeks of their latest projects."
"“Slice of life” content
Perhaps one of the biggest appeals of following a celebrity on social media is to see what they’re “really” like."
"“Celebrity” snapshots
Of course, some fans do live for the glitz and glamour of the so-called “good life.”"
"Heartwarming and inspirational content
The common thread between much of a celebrity’s content strategy is showing off one’s personality and human side."
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."
"Guardian article: Social media harming young people"
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. The charity has joined Dove, the health and beauty products company, for its Be Real Campaign, which is asking people to sign up to its body image pledge, IPledgeToBeReal. It urges social media users to stop editing their pictures and to hold brands and organisations responsible for not promoting healthy body images and diversity."
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.” Social media use has also contributed to a increasing sleep deprivation among young people, which could both be a symptom of mental illness and also raise the risk of it developing, she added."
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 feel like depending on the use, social media can be extremely detrimental in the wrong ways for young people. This is due to new things constantly being added onto internet/web - allowing for more exploits, hackers, and potentially harmful material being exposed to young people. Age restrictions have already been implemented on most apps, however they aren't all serious and you can easily disregard them in your settings.
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?
"It’s only in the past decade or so that this problem of playing to the crowd has become widespread: Before the advent of YouTube, reality television stars were the only “ordinary” people to appear on screen with any regularity, and before blogs and social networks, we only paid attention to the eating or beauty routines of movie stars or rock stars. While we can therefore blame social media for making the problem of celebrity into a mass phenomenon, anxieties about the hazards of public exposure long predate the internet."
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 people?
"Lockdowns led to increased social media usage, a change in consumer behaviour from Covid-19, there were production challenges around traditional advertising shoots, audiences turned toward authenticity and curated content, and brand budgets were upended, requiring quick-turn pivots. All of these issues and more inspired plenty of brands to partner with influencers this past year in order to get the word out in a relevant, topical and mindful way."
"Celebrity-level influencers certainly have the kind of follower numbers that implies slam-dunk campaign success, but it’s the smaller creators who bring more sway to their sponsorships. Their audiences are more engaged, more loyal, and more likely to pay attention to a review or recommendation. Simply put: people relate more to “everyday” influencers than they do Kim Kardashian or PewDiePie. "
"Authenticity and transparency became important in 2020 as brands struggled to find meaningful ways of staying relevant without coming off as insensitive or appearing to capitalise on a crisis. This trend is likely to continue into 2021 as our “next normal” evolves throughout the year, with consumers being more drawn to campaigns that feel genuine and personal."
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