Assessment 3

User Create Content and The Rising of Internet Celebrity

Class and Lecturer: Thursday 12p.m-3.p.m Fiona Andreallo

Student: Siqi(Estella) Li SID 430004935

 

The introduction of the Web 2.0 brought all the Internet users to a new generation. Instead of being a user who is browsing and reading on Internet most of the time, Web 2.0 allows the users to be the one who create the content on Internet. Web 2.0 transferred the user from an audience to a participant with the term of ‘Produser’. Internet has become a platform for the users to create the content with their personality, and shared the content (Hinton, & Hjorth, 2013) . The high participant degree of Web 2.0 encourages and inspired many ‘Produsers’ to creating and sharing their ideas and lives through Internet, and especially on social media. UCC provides a solid content base for the development of Web 2.0. The relationship of these two concepts is interdependent. With the development of Web 2.0, a new group of celebrities has rising as Internet celebrities.

Nowadays, social media has become an important part of people’s daily life. According to the Sensis, 57% of people accessing social media everyday, and they check social media more than five times a day (Sensis, 2016). There is no doubt that social media has knock down other traditional media and take the first place of information source for most the people. Behind the rapid development of social media, is the popularity of user generated content. Today, everyone owns a smart phone with a HD camera that they can take photos and video whenever and wherever. The rising of YouTube and Instagram provided a wide platform and stage for these ‘Produsers’ to show their incredible ideas, special talents, and even just their pretty appearance. Their unique UCC attracts millions of people to follow them on social media. Some of the famous YouTubers such as Casey Neistat has more than six million of subscribers with more than 1 billion views on his YouTube channel. These Internet celebrities might be known by one video and became famous gradually through the UCC they sharing on social media. Beiside YouTube, Internet celebrities are also rising on other social media platform. For instance, Lily Maymac is known as an Australia Internet Celebrity on Instagram who has over two millions follows on her social media accounts. Not like the traditional celebrities on TV, Internet Celebrities seems more down to earth when compare to the movie starts. The growth of Internet celebrities could be witness or even participant by simply click a button on your mobile phone. On SNS, these Internet celebrities could have interaction with their follows via tweeting post, posting selfies, and even live chatting.

SENSIS

(Figure 1: Sensis Media Report 2016)

blog2.pic

(Figure 2: Screenshot of Lily Maymac’s Instagram Profile)

UCC and Beauty YouTuber

As one of the representative platform of Web 2.0, YouTube is a website with rice and various UCC made by the amateurs from a wide range of area. The website provide a place for amateurs to communicate and improve under their own area. Among these different community on YouTube, beauty YouTubers and their communities is one of the grown-up and saturated communities on the Internet society. Until today, there are many beauty Youtubers has become Internet celebrities with more than one million of subscribers. The growth of beauty community on YouTube started with makeup artist or amateurs upload and sharing makeup tutorial on YouTube such as Michelle Phan. Different from the traditional makeup tutorial on the magazine or on TV, the tutorial on YouTube is easier to understand by the viewers. These tutorials broke away from the traditional mode of makeup demonstration, the YouTubers often doing their tutorial through talk (Hayes, 2009). In this way, the audience could feel the connection with the YouTuber and get some useful tips from the videos. Michelle Phan’s success inspired many beauty amateurs to join to YouTube and sharing beauty content through this platform. These YouTubers creates variety of beauty related videos such as skincare routine, shopping haul, makeup collection, room tour and so on. To increase the connection with other YouTubers, they would film collaborated videos with other YouTubers and doing tag video to tagging other Youtubers to increase participating of the content (Jefferies, 2011). These Youtubers has turn to beauty guru on social media. While the audiences watch these videos, the relationship between the Youtubers and audience are more equal. Instead of hard sell advertisement, the recommendation of a product from a Youtubers sounds more true and convincing (Johnson, 2017). In addition, the big beauty community on YouTube gathers lots of beauty gurus from different countries with different skin types and skin colours. Whoever you are, you will able to find a Youtuber who has some similarity with you. The resonance between the Youtubers and subscribers will strength the connection of these two groups. UCC allows these Youtubers to express their true thoughts of products and makeup trends. Moreover, it also enriches the creation of content on this community.

blgo 3.pic

(Figure 3: Screenshot of Tati’s Youtube video list)

UCC and The Issue of Collaborated Video

Many brands and companies have seen the strong marketing influence of these Internet celebrtities, the collaboration between brand and Youtubers are very common now (Crick, 2016). However, the frequent collaboration on YouTube is also considered as a problem on YouTube society today. When making a collaboration video, Youtubers usually would create a video with the content they normally create and featuring the product into their video. It could be makeup tutorials that using the product from the collaborated brand, or an evening pamper routine with using a particular shampoo. Although the Youtuber creates the content, the idea or the information that they want to share to the audience is not 100% true. According to some Youtubers, this type of collaborated video will get paid or free products. Thus, there are more and more negative comments on these videos when the audience starts doubting the authenticity of the content.

blog.pic

(Figure 4: Screenshot of AD video of FleurDe Force’s Youtube Channel)

UCC and Be The Filter Campaign

Be The Filter is a campaign that aim to generated people’s attention of fake news on social media. The campaign encourages people to sharing news from reliable source and recognizes fake news. While working on this campaign at this semester, SNS has become our first choice to start the campaign. As I mentioned above, the introduction of Web 2.0 and UCC provides a platform for people to sharing information. UCC bring the pen from the journalist to all of the Internet users. However, it could also bring fake or incorrect news on SNS. Based on our research, we targeted Facebook, Twitter, Blog and YouTube as the four main platforms to promoting the campaign. On these platforms, we provided UCC with different tones to reach a wider range of audience and invite them to be the filter of fake news.

 

 

References

Crick, M. (2016). Power, surveillance, and culture in YouTube’s digital sphere (1st ed.). Unite State of America: Information Science Reference.

Hayes, S. (2009). Michelle Phan, a YouTube sensation for her makeup tutorials, has transformed her life. Tampa Bay Times. Retrieved 23 April 2017, from http://www.tampabay.com/features/humaninterest/michelle-phan-a-youtube-sensation-for-her-makeup-tutorials-has-transformed/1029747

Hinton, S., & Hjorth, L. (2013). Understanding social media. Los Angeles, CA [etc.]: SAGE.

Jeffries, L. (2011). The revolution will be soooo cute: YouTube” hauls” and the voice of young female consumers. Studies in popular culture, 33(2), 59-75.

Johnson, Z. (2017). 5 Examples of Influencer Marketing on the Internet and Social Media Today. Zacjohnson.com. Retrieved 23 April 2017, from http://zacjohnson.com/5-examples-influencer-marketing-internet-social-media-today/

Sensis. (2016). Sensis Social Media Report. Sensis.

Advertisements

5 thoughts on “User Create Content and The Rising of Internet Celebrity

  1. I really liked how you explained user created content and your example of UCC. Personally I am quite interested in Internet celebrities, their content and how they become internet celebrities. Sometimes I watch these videos too. Therefore, I can relate to my experience of being a UCC audience when reading your blog post. Internet celebrities are rising in recent years. They are playing an important role in UCC-based social network sites. I think that understanding how these contents attract audience is quite significant. You explained in your post what the Youtubers and bloggers do in these videos and shows, and how they collaborate with brands and products. I think it would be interesting to talk about the reason why people are making these channels, or the amount of people following them and the reasons behind it.

    At the end of your blog post, you relate UCC to your Be The Filter campaign, which is a representative example of how UCC can lead to some problems. You used the example of Youtubers collaborate with brands and promote some products in their videos while sometimes the information they are talking about is not true. I think you can relate this example to your Be The Filter campaign to encourage people to recognizes fake news.

    Like

  2. Hi Estella,
    Thank you for your excellent sharing. I love the approach you employed to analyse both pros and cons of UCC by applying a prevalent phenomenon – the rising of “Internet Celebrity”. You use the YouTube as the typical example to illustrate how beauty youtubers could be famous by sharing contents to attract followers. Moreover, other social media platforms provide more opportunities for these “celebrities” to interact with audiences. Actually, I have the similar experience to follow #ootd Instagramers to stimulate my dressing taste and food bloggers to find places to eat; in which case, I have a cultural intimacy with these “Internet Celebrity” and followers by commenting and interacting.
    The other good point you mentioned is the side effect of beauty sharing. You raise the concern about the combination of make-up video sharing and cosmetic marketing, which would give rise to fake promotions and mislead followers to waste money. This is one of the disadvantages of UCC. In the end, you have related UCC with your “Be The Filter” Campaign, further exploring the disadvantages of UCC. My group has also employed UCC into our Con’s campaign by encouraging amateur players(audiences) to post their performances on social media.
    Lastly, it would be great to hear your opinion about the possible solution to the online chaos caused by UCC in terms of your case study.

    Like

  3. I really enjoy your post about the rising of internet celebrity. Web 2.0 provides more platforms for people to receive and share information and knowledge. Everyone could be the producer and has the chance to let others see their talents and advantages on the internet. When more and more people start to follow and listen to them, they become the internet celebrities.

    Beauty blogger is a good example. Personally, I am obsessed about make-up and skin care products. I am following some bloggers and Youtubers to see how their wear cosmetic in every detail, and looking for the good products to purchase, also when I am shopping on the beauty counters, if I find some new items I always research the review on my phone. There are many other girls like me, the demands of beauty goods review, empower beauty bloggers to determine the fate of a product or a brand. The reviews could be positive or negative. Both effects caused companies to cooperate with these bloggers by paying or sending free samples, for promote their brands or delete the bad feedbacks. With the bloggers have more sponsors, they can try more new products, but are their feedback still authenticity? They have to balance their posts of the products they really like and others company paid. Followers have to recognize by themselves. But yes, with the highly demands of consumers, and substantial benefits from brands, the number of internet celebrities will only increasing in the future, and become the common advertising channel.

    Like

  4. Hi Estella,
    Thank you for your sharing of thought on User Created Content and I’m very impressed and like your way to expand the theory and your thought bounded with one case study- the rising of Internet celebrity. I think by this way, you develop your article well-structured, easily to read and compacted. Also, I like your case study because I sometimes watch beauty blog and video and astonished about how much audience and attentions they attracted, which as your analysis is based on the development of web 2.0 and the always-online lifestyle of ordinary people. UCC is undoubtedly an important concept that effect, because on SNS as you also mentioned the internet celebrities may have positive conversation and create active connection with their followers since the closer relationship build by UCC are more convincing than hard sell advertisement.

    Except for the benefits of UCC for developing the social connection in SNS you also provide with your critical analysis of negative concern of Internet celebrity that many brands and companies would take advantage and get profit by breaking the principle of UCC to implant their products and control the content. In that circumstances, fake information and misleading contents are created by users which is perfect conformed to your Be the Filter Campaign that you raised at last to help people distinguish fake news from tremendous information load online. And I believe the UCC concept itself can also help your team to reach more audience and hope to know the achievement of your campaign and possible solution given by your results.

    Like

  5. Hi Estella,
    Thank you for sharing your clear concept about UCC and the example of online celebrities. It combines theoretical knowledge with Internet celebrity economy. The relationship between media and netizens has changed in recent years. The increasing popularity of Internet celebrity is a significant embodiment of new social media. Therefore, online celebrity is the product of the new media era, According to your example of Beauty YouTube platform,
    these Internet celebrities share their videos or photos to meet the demand of audience and attract more followers, they also could have interaction with their fans via tweeting post, releasing make-up videos, posting selfies, and live chatting.

    On the one hand, I agree with your opinion that the videos produced by the online celebrities not only can meet the tastes of young people, but also allow the audience to get useful information. Moreover, network celebrity also can help enterprises to advertise their products and actively promote the development of cosmetics, gaming, tourism and other industries, even build their own online shop and make profit from it.

    On the other hand, there are some false information released on the internet, which mislead the public cognitive judgment and affect the value orientation of young audience. Moreover, those false information will lead to a vicious circle of online celebrity culture. In this part, you link it back to your campaign: Be the Filter, which aims to encourage people to forward content from reliable source in social media and distinguish the false news from all the information.

    Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s