Our new topic is Online, Social and Participatory Media - or OSP for short.
There are two CSPs to study here but we'll be looking at them alongside each other - Marcus Rashford and Kim Kardashian's social media and online presence. This is an in-depth CSP and needs to be studied with reference to all four elements of the Theoretical Framework (Language, Representation, Industries, Audience) and all relevant contexts.
But before we study these two celebrities in detail, we need to look at the rise of social media influencers and the impact this has had on media, society and culture.
The rise of influencers
The rise of influencers is a major change in media and culture due to technology, the internet and social media. Influencers give brands a new and powerful way to reach audiences but critics think that social media stars are taking advantage of their relationship with their followers.
User-generated content
Influencers exist because of changes in technology and the internet. This created social media sites like YouTube and Facebook and led to the rise in user-generated content.
User-generated content (UGC) is any content—text, videos, images, reviews, etc.—created by people, rather than brands.
UGC means audiences can be producers as well as consumers – we create and share media as well as viewing it.
How do influencers make money?
Kim Kardashian is worth an estimated $1.7 BILLION which shows how much money influencers can make.
It is estimated that Kardashian can make anywhere from $500,000 to $2 million for each promoted Instagram post. She has also endorsed and promoted 57 brands which range from one-off posts to long-term contracts.
Influencers and their impact on media and culture
Are influencers having a positive or negative impact on society, media and culture? You need to be able to form your own opinion on this question. To help you, watch the following video from the BBC on how influencers make money and see if it changes your views:
Here's the extended 28-minute Panorama if you'd like to see more:
Extension - Bad Influencer: Belle Gibson & The Great Insta Con
The danger with user-generated content is whether we can trust what we see on social media. Belle Gibson was one of the first lifestyle influencers but ended up in a controversy over faking cancer diagnoses to promote her posts. This is a preview of a BBC3 documentary on Belle Gibson and the Great Insta Con:
1) What years did YouTube, Twitter and Instagram launch?
2) What is the definition of an influencer?
3) Give an example of an influencer and how many followers they have. Try and add some additional information, brand associations or other statistics if you can.
4) How big is the influencer industry according to the article?
5) What are the problems associated with being an influencer?
6) Why is it suggested that audiences actually like being sold products by influencers?
7) What representation of beauty is often found on Instagram or other influencer sites?
8) What is YOUR opinion on influencers? Are they a positive or negative influence on our society and culture? Why?
