OSP: INFLUENCERS AND CELEBRITY CULTURE

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1) Media Magazine reading


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).

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

- American's make-up majority of YouTube. YouTube influencers encourage the spread of US cultural references, language and attitudes.

3) How do influencers reinforce capitalist ideologies? 

- YouTube stars are often sponsored by commercial companies. Their posts illustrate the commercialisation or commodification of entertainment. This 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.

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

- Bandura’s work in the 1960s claimed that there was a link between media content and the imitative 'copycat’ behaviour of younger. 

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

- Curran and Seaton's ideas can be linked because of the sponsorships that YouTubers do to make profit.

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

- Gauntlet's idea links because people on YouTube tend to recreate things each other do.

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 they do promote hegemonic capitalist ideas as it helps them to get money in the process.




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


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

- They are self run or managed by their managers. Sometimes they are cantered around specific promotions, shout-outs and announcements.

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

-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? 

- Spread political ideas and activism, news, updates and hype posts.

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

- Day to day updates and big announcements.

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

- Beyond likes and re tweets, 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?  

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

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

- Photo shopped 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 think social media is dangerous to an extent because of the information put out there. Since people's mind are still developing they are likely to be more influenced by things they see which can be harmful. Age restrictions enforced to teens.


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