Influencers and celebrity culture: blog tasks

 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"?

Ordinary users upload their own content now: 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'? 

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) West vs the Rest.

3) How do influencers reinforce capitalist ideologies? 

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? 

They 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’.

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

To some, the idea of regulating YouTube seems like unnecessary ‘censorship’, many others argue that platforms have to take responsibility for protecting their users.

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

Google relies 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?

There are many and varied YouTubers to choose from, allowing have the right to pick and choose from the full range of content available.

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 are a highly constructed product that often reinforces hegemonic capitalist ideologies, though they can also serve as democratising voices when used to challenge mainstream narratives.

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.

Celebrities either manage their own accounts, like Harry Styles tweeting himself, or rely on social media managers for promotions and marketing posts.

 

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

Voice is important to keep a consistent, relatable tone; Chrissy Teigen’s humorous style and Mark Ruffalo’s subtle activism show how different voices engage audiences.

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

Celebrities may aim to entertain, promote projects, build hype, show personality, or support causes through their social media.

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

Content includes news and updates, behind-the-scenes glimpses, “slice of life” posts, glamorous snapshots, and heartwarming or inspirational moments.

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

Social media lets celebrities interact directly by responding to fans, asking questions, liking comments, and sharing fan content, making followers feel valued.

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 YMCA report suggested that social media content like airbrushed and photoshopped images makes young people feel pressured to look perfect. Celebrity culture was also identified as a main driver of these body image ideals. Both shift what teenagers see as a normal body.

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

The article gives examples such as teenagers feeling worse about their looks, some boys as young as 13 using steroids, and rising mental health issues among girls. It also links social media use to sleep problems. These effects show the harm caused by unrealistic beauty standards online. 

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 can be dangerous because it spreads fake standards that damage confidence and wellbeing. Age restrictions could help but would be hard to enforce fully. What matters most is education so young people can use social media without comparing themselves to false images.

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?  

Digital culture has not fully changed the nature of celebrity but has expanded it to include ordinary people through social media. The same concerns about fame being shallow, corrupting, or separated from real achievement were raised in the nineteenth century with figures like Dickens and Queen Victoria. What has changed is the speed, scale and accessibility of publicity, but the anxieties themselves remain much the same.

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?

The article shows that society values authenticity and everyday voices more, with smaller influencers often trusted over celebrities. It also shows how platforms like TikTok give ordinary people a chance at visibility, suggesting a more creative and independent media culture. At the same time, brands use this shift to sell products in new ways, so commercial aims remain central.