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 can upload their own content. Content is posted first than filter or judged by audiences after.
2) How does YouTube and social media culture act as a form of cultural imperialism or 'Americanisation'?
The world is shrinking and is more connected than every with technological progress.
3) How do influencers reinforce capitalist ideologies?
Most influencers promote consumption and materialism through promotions.
4) How can YouTube and social media celebrity content be read as postmodern, an example of hyperreality?
Videos like vlogs are edited to give a preferred view of the youtuber's life rather than the real way it is.
5) What are the arguments for and against regulating online content such as YouTube?
It is hard to regulate content online. There is a freedom of speech online and it is debated whether to regulate this to protect the public. There are lots of young impressionable people on the internet too who believe everything they see.
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.
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.
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 got mixed view because some motivate and try to connect with the audience while some use it just for financial gain.
2) 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.
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.
3) What different goals may celebrities have for their social media accounts?
“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.”
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.
3) 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.
2) What examples are provided of how this can have a damaging effect on young people?
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.”
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 that social media has both positives and negatives based on how it is used and by who. The age restriction should be 13 in order to protect young impressable kids.
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