Influencers and celebrity culture:

 

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"?

content. The YouTube platform has democratised media creativity, with ordinary users uploading their own content: they are ‘produsers’ (producer-users) and ‘prosumers’ (producer-consumers). Content is published first and then filtered or judged later by audiences.

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

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? 

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? 

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?

It is difficult to restrict access to such sites to younger children who may be more impressionable and less able to distance themselves critically and emotionally from what they are viewing.

the organisation Data and Society recently published a report that shows the role YouTube plays in radicalising users of the platform. The recommendation algorithms on YouTube act as bread crumb trails to videos that promote extreme ideologies.

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

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, they become leaders in the market and leave little room for independence, individualism and democracy.

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?   

yes

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

• Personally managed: Some celebrities prefer to post themselves, especially when they want to appear authentic or build a direct connection.

• Managed by a team or social media manager: Many celebrities hire professionals to manage their accounts day-to-day. These teams schedule posts, respond to comments, and plan strategy while staying aligned with the celebrity’s brand.

Examples:

• Chrissy Teigen is known for being hands-on and posting in her own voice with humor and honesty.

• Other celebrities (not named specifically in the article) might rely heavily on teams who craft posts, get approvals, and handle all analytics and strategy behind the scenes.

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

It helps fans feel a stronger, more personal connection with the celebrity.

It builds brand consistency across platforms.

It makes content feel authentic, not overly promotional or robotic.

Chrissy Teigen: Known for a humorous, unfiltered voice—makes her feel relatable and real.

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

Promoting work: albums, movies, brand deals, tours, or events.

Building personal brand: showcasing personality, values, and lifestyle.

Engaging fans: creating a loyal, interactive fanbase.

Supporting causes: activism, philanthropy, or raising awareness.

Monetisation: sponsored content, product partnerships, or influencer deals.

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

News and updates: tour dates, new releases, announcements.

Behind-the-scenes: backstage footage, studio time, or prep before events.

“Slice of life” content: casual, everyday moments (e.g., cooking, family time).

Celebrity snapshots: red carpet photos, fashion looks, press appearances.

Heartwarming or inspirational content: charity work, uplifting messages, fan appreciation.

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

Replying to comments: replying or liking fans' comments on posts.

Sharing fan content: reposting fan art, videos, or messages.

DM interactions: some might respond privately (especially in campaigns or giveaways).

Asking questions or polls: inviting fans to participate in decisions or share opinions.

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's report highlighted that photoshopped images and the sharing of only the most flattering shots on social media have pressured young people to meet unrealistic body-image standards. The study found that 62% of 15 to 16-year-olds felt that social media had increased expectations regarding their personal appearance. Additionally, 58% of 11 to 16-year-olds identified celebrity culture as the primary influence on these heightened expectations

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

Mental Health Issues: The Royal College of Psychiatrists reported a growing crisis in children's mental health, particularly among girls, with increasing rates of depression and anxiety linked to social media use. 

Sleep Deprivation: Excessive social media use has contributed to rising sleep deprivation among young people, which can both be a symptom and a risk factor for mental illness. 

Unrealistic Beauty Standards: The prevalence of airbrushed and curated images on social media has led to distorted perceptions of normal body types, pressuring young people to conform to unattainable standards.

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. 

Social media can be both beneficial and harmful to young people. While it offers opportunities for connection, learning, and self-expression, it also poses risks related to mental health, body image, and exposure to inappropriate content.