OSP: Influencers and celebrity culture

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 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"?

Anyone can create and upload videos without needing a traditional media company. Audiences can also comment and participate

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

American influencers and English-language content are very popular worldwide, spreading American culture and ideas.

3) How do influencers reinforce capitalist ideologies? 

Influencers promote products, brands and consumerism through sponsorships and advertising.

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

Videos look natural and authentic but are actually filmed and edited. The online version of a person can become more important than their real life.

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

For: Protects audiences, especially young people, from harmful content.
Against: Could limit freedom of speech and creativity.

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

Hesmondhalgh: companies use influencers to reduce risk and reach audiences.
Curran & Seaton: powerful media companies control media and focus on profit.

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

YouTube gives people different identities and lifestyles to identify with. Audiences can also create their own identities online.

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 think influencers can be positive because they give ordinary people a voice and allow them to create content. However, they can also be negative because they promote consumerism, advertising and unrealistic lifestyles. Their content can seem natural, but it is often carefully edited and constructed.

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


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

Some celebrities manage their own accounts, while others use social media managers. Sometimes the manager only posts promotional content.

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

A celebrity’s voice shows their personality and makes them seem relatable. For example, Chrissy Teigen uses humour, while Mark Ruffalo shares behind-the-scenes content and activism.

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

They may want to entertain fans, promote new music/films, announce events, build their image and increase engagement.

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

News and updates, behind-the-scenes content, everyday “slice of life” posts, glamorous photos, and inspirational or charity content. 

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

Celebrities can like, reply to, retweet and shout out fans. They can also ask fans questions and respond to messages.

3) Guardian article: Social media harming young people


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

YMCA found that social media often shows edited and unrealistic images of celebrities. This can create unrealistic expectations about how young people should look. Celebrity culture was identified as a major influence on young people’s ideas about physical appearance.  

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

Young people can feel pressure to look perfect and may compare themselves to edited celebrity images. The article also says social media can affect young people’s mental wellbeing, create pressure to be online all the time, cause feelings of exclusion, and contribute to lack of sleep. 

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. 

In my opinion, social media can be harmful to young people if it creates pressure to look or live a certain way. However, I do not think social media is always dangerous because it can also help young people communicate, have fun and find supportive communities. I think age restrictions should be enforced because younger users may find it harder to understand that many celebrity photos are edited or carefully chosen. There should also be more education about healthy social media use and realistic body images.

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