Look at the website https://www.gleamfutures.com/

And read the interview with Lucy Loveridge of Gleam Futures ‘What does the future hold for Instagram influencers?’ https://bit.ly/2RWGhVV

Answer the following questions.

QuestionCwestiwn Your ResponseEich Ymateb Suggested ResponseYmateb Awgrymedig

Suggested Response:

Ymateb Awgrymedig:

Look at the website https://www.gleamfutures.com/

And read the interview with Lucy Loveridge of Gleam Futures ‘What does the future hold for Instagram influencers?’ https://bit.ly/2RWGhVV

Answer the following questions.

Research extension task: What are the pros and cons of using celebrities to endorse products? Make a list from this article https://bit.ly/2ofOTJB (Note: this is from a professional journal, so the style may be challenging).

The article focuses on film/TV, music and sports stars - how could you apply these to Zoella or other social media celebrities?

Link to theory: David Hesmondhalgh said that the revolutionary potential of the internet has been limited by the way it has been incorporated into traditional, profit-based culture (and other) industries. Curran and Seaton also said that these industries restrict diversity and creativity, and because huge conglomerates (e.g. Sony) own so much of the media, individual or alternative voices are marginalised.

Debate topic: How revolutionary is Zoella? Or… To what extent does Zoella / Zoe Sugg (or other social media celebrities) challenge Hesmondhalgh, Curran and Seaton?

Some starting ideas:

  • Zoella’s career has followed the trajectory of any young ‘star’? A clean-cut role model who makes some silly mistakes and then becomes articulate and insightful about her journey and the pressures of fame.
  • But… this reflects the social media experiences of many young people, and they have formed a strong parasocial bond with her.
  • Zoella isn’t part of a huge global conglomerate. She used sponsorship funding from major cosmetic brands to invest in her own independent company, and forges cross-media links with other small, independent companies (so this seems to challenge Hesmondhalgh, Curran and Seaton).
  • But… Zoella doesn’t represent diversity or creativity. Her beauty and lifestyle advice is mainstream, consumerist and risk-free, reinforcing many female stereotypes. Profit is the main goal of every post.