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"?
They have gotten ordinary users uploading their own content, so now they have become the producers.
2) How does YouTube and social media culture act as a form of cultural imperialism or 'Americanisation'?
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.
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?
YouTube and social media celebrity content can be read as postmodernism as using deliberate 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.
5) What are the arguments for and against regulating online content such as YouTube?
Youtube should keep regulating content as its users can be exposed to bad things if not regulated properly
6) How can Hesmondhalgh and Curran & Seaton's ideas be linked to online media debates?
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,
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.
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 public influncers can be negative but also positive. Negative due to the fact they can spread the wrong information and have an imapact on the way a person percieves the world. Positive as they can motivate their audience to do good and better themselves.
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.
Celebrity social media management represents a sort of balancing act between marketers and their clients. Although celebrity accounts are almost always entertaining, there’s also the “business” aspect of anyone in show business.
2) Why is 'voice' important in celebrity social media content and what examples are provided?
The voice is important because it shows that everyone has a say no matter you background
3) What different goals may celebrities have for their social media accounts?
They may want people to follow and share their content via social media. Some celebrities may want to increase the revenue they make from their account on social media.
4) What types of content can be found from celebrity social media posts?
inspirational thankful post such as a celebrity thanking their fans for buying tickets for their recent concert or just showing love to fans. They may also have post which gives fans insight into their personal lives.
5) How does social media allow influencers to interact with fans? Give examples.
Likes and on twitter you can repost the tweet they make. You can also post their post on your story sharing it to your own followers and the public.
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?
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.
2) What examples are provided of how this can have a damaging effect on young people?
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.
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.
My opinion on social media is that it can affect the younger generation as they can get the wrong idea and that anyone can post anything. It should be age restricted as sometimes people post wrong things which can curupt a young persons mind.
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