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Y O U A R E T H E P R O D U C T :
H O W S O C I A L M E D I A A L L O W S U S E R S TO ‘ S E L L’ T H E I R L I V E S
“85% of respondents said they regularly
watch [YouTube]. Netflix came in at 66%,
followed by TV (62%).” [1]
In 2015, Instagram was the second most used
social media platform with 400 million users,
quickly gaining on Facebook in the number
one spot. [2] Since then, the app has
continued to grow in popularity.
With YouTube and
Instagram on the
rise in popularity -
becoming a more
popular choice
for audience
media
consumption - it is
evident that many
have found a way
to make money
through the
service.
“ I S H A R E , T H E R E F O R E I
A M ” [ 3 ]
The popularity of documenting life
online lies in the importance of sharing
with others - validating their
experiences by posting them for the
public.
I N S TA FA M O U S
“Models, bloggers, trainers and influencers who have
become recognized names - at least online – initially
without agents, simply by attracting huge followings on
their social media.” [4]
adjective
F R O M I N S TA G R A M
T O T H E R U N W AY
Instagram has been considered a
“treasure trove for untapped modelling
talent.” [5]
By building their following online,
Instagram personalities have began to
make money off of their social media
accounts - their likes and followers acting
as a resume leading to brand
endorsements and modelling contracts.
Consumers perceive those with a
bigger online reputation and a
greater number of followers as
being more attractive and
reputable. [6]
Companies capitalize on this by
paying individuals with large
followings to promote products on
their pages, making it seem as
though using their products is
essential to attaining the idealized
lifestyle these social media
personalities present online.
I T PAY S T O B E
P R ET T Y
Y O U T U B E R
adjective
“A person who uploads, produces, or
appears in videos on the video-sharing
website YouTube.” [7]
A O N E M A N J O B
YouTube blurs the lines
between the on screen
talent and behind the
scenes control by
allowing the users to
direct, film, edit, and
star in their own
content. [8]
YouTube is an ‘overexposion' of life -
more real and relatable than
television. The website’s content
creators make a living off of ad
revenue on their videos, where they
share aspects of their everyday lives.
[8]
Comparable to reality television stars, YouTubers are paid to
be themselves, and broadcast this self to a large audience.
They become the product in a sense that everything they do
becomes possible online content. [8]
Many YouTubers vlog (video
blog), carrying around a
camera and bringing the
audience along as they go
about their daily activities.
Social media has allowed for
a new type of career, where
your job is to just be you.
Rather than selling a product
they make a living by selling
glimpses into their lives. [8]
T H E D O W N S I D E ?
S O C I A L M E D I A S TA N D A R D
12-13 year old girls are commonplace
on Instagram, and parents are beginning
to worry about the messages their
children are picking up from the app.
Middle school aged females are
extremely susceptible to peer pressure -
any feedback whether positive or
negative has a harsh impact on their self
esteem. [9]
Instagram promotes unrealistic body images which skew
with individuals mental image of what their body should
look like. [10] By constantly comparing their bodies to
what is celebrated with likes, brand endorsements, and
followers online, the audience is subject to body
dissatisfaction and a heightened sensitivity to their
appearance.
While parents should perhaps be helping their children
avoid the pressures of social media, they have instead
admitted to helping their children register for social
media, in lieu of age restrictions. [11]
Many Instagram ‘models’ show off their
picturesque relationships on their
accounts, but things may not be as
perfect as they appear online. [12]
Social comparison often leads to
jealousy, and in relationships where
everything is constantly posted online,
there comes the risk of oversharing -
causing lower real life intimacy. [13] [14]
Instagram normalizes the unattainable.
Not everybody is fashionably dressed
everyday, takes exquisite tropical
vacations, or has naturally flawless
features. Even those posting the photos
do not live a perfect life. [14] [15]
Social media stars have control over
what they post and can shape their
image any way they choose to, allowing
others to see only the ideal aspects of
their virtual selves. [13]
S O C I A L M E D I A S M O K E
A N D M I R R O R S
However, with the constant supply of new apps
used to find fame and money, it’s no surprise that
social media careers have become a thriving
source of recognition and income for newer
generations.
W O R K S C I T E D
1. Ligato, Lorenzo. “YouTube is Crushing Cable TV, According To Google.” The Huffington Post. 20 July 2015. Web.
30 May 2017
2. "Here’s How Many People Are on Facebook, Instagram, Twitter and Other Big Social Networks." Adweek. 29 May
2016. Web. 28 May 2017.
3. Turkle, Sherry. "The Documented Life." New York Times 16 Dec. 2013: A25(L). Academic OneFile. Web. 29 May
2017.
4. Saul, Heather. "Instafamous: Meet the Social Media Influencers Redefining Celebrity” Independent. 27 Mar. 2016.
Web. 31 May 2017.
5. Bauknecht, Sara. "Instagram Helps Models' Careers." Pittsburgh Post-Gazette. 13 Sept. 2015. Web. 28 May 2017.
6. Djafarova, Elmira. "Exploring the Credibility of Online Celebrities' Instagram Profiles in Influencing the Purchase
Decisions of Young Female Users." Computers in Human Behavior 68 (2017.): 1-7. Science Direct. Web. 28 May
2017.
7. "YouTuber." Oxford Living Dictionaries. N.p., n.d. Web. 30 May 2017.
8. Kavoori, Anandam. "Making Sense of Youtube." Global Media Journal 13.24 (2015): 1-25. Web. 29 May 2017.
9. Interview. YouTube Careers: Today -- the "Superwoman" Site. CTV. Canada AM, Toronto, Ontario, 22 Oct. 2014.
Television. Transcript.
10. Kang, Cecilia. "Instagram Beauty Contests Worry Parents, Child Privacy Advocates." The Washington Post. 5
Apr. 2013. Web. 29 May 2017.
11. Ahadzadeh, Ashraf Sadat. "Self-schema and Self-discrepancy Mediate the Influence of Instagram
Usage on Body Image Satisfaction among Youth." Computers in Human Behavior 68 (2017):
8-16. Science Direct. Web. 28 May 2017.
12. Darbyshire, Demetria, Charlotte Kirk, Helen J. Wall, and Linda K. Kaye. "Don't Judge a
(Face)Book by Its Cover: Exploring Judgement Accuracy of Others' Personality on
Facebook." Computers in Human Behaviour (2016): 380-87. Scholars Portal Journals. Web. 11 May
2017.
13. Konnikova, Maria. "How Facebook Makes Us Unhappy." The New Yorker. N.p., 10 Sept. 2013.
Web. 30 May 2017.
14. Matrix, Sidneyeve. "Online Friends." Film 260. Ontario, Kingston. 9 May 2017. Lecture.
15. Matrix, Sidneyeve. "Digital Literacies." Film 260. Ontario, Kingston. 3 May 2017. Lecture.

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Social Media Career Assignment

  • 1. Y O U A R E T H E P R O D U C T : H O W S O C I A L M E D I A A L L O W S U S E R S TO ‘ S E L L’ T H E I R L I V E S
  • 2. “85% of respondents said they regularly watch [YouTube]. Netflix came in at 66%, followed by TV (62%).” [1]
  • 3. In 2015, Instagram was the second most used social media platform with 400 million users, quickly gaining on Facebook in the number one spot. [2] Since then, the app has continued to grow in popularity.
  • 4. With YouTube and Instagram on the rise in popularity - becoming a more popular choice for audience media consumption - it is evident that many have found a way to make money through the service.
  • 5. “ I S H A R E , T H E R E F O R E I A M ” [ 3 ] The popularity of documenting life online lies in the importance of sharing with others - validating their experiences by posting them for the public.
  • 6. I N S TA FA M O U S “Models, bloggers, trainers and influencers who have become recognized names - at least online – initially without agents, simply by attracting huge followings on their social media.” [4] adjective
  • 7. F R O M I N S TA G R A M T O T H E R U N W AY Instagram has been considered a “treasure trove for untapped modelling talent.” [5] By building their following online, Instagram personalities have began to make money off of their social media accounts - their likes and followers acting as a resume leading to brand endorsements and modelling contracts.
  • 8. Consumers perceive those with a bigger online reputation and a greater number of followers as being more attractive and reputable. [6] Companies capitalize on this by paying individuals with large followings to promote products on their pages, making it seem as though using their products is essential to attaining the idealized lifestyle these social media personalities present online. I T PAY S T O B E P R ET T Y
  • 9. Y O U T U B E R adjective “A person who uploads, produces, or appears in videos on the video-sharing website YouTube.” [7]
  • 10. A O N E M A N J O B YouTube blurs the lines between the on screen talent and behind the scenes control by allowing the users to direct, film, edit, and star in their own content. [8]
  • 11. YouTube is an ‘overexposion' of life - more real and relatable than television. The website’s content creators make a living off of ad revenue on their videos, where they share aspects of their everyday lives. [8]
  • 12. Comparable to reality television stars, YouTubers are paid to be themselves, and broadcast this self to a large audience. They become the product in a sense that everything they do becomes possible online content. [8]
  • 13. Many YouTubers vlog (video blog), carrying around a camera and bringing the audience along as they go about their daily activities. Social media has allowed for a new type of career, where your job is to just be you. Rather than selling a product they make a living by selling glimpses into their lives. [8]
  • 14. T H E D O W N S I D E ?
  • 15. S O C I A L M E D I A S TA N D A R D 12-13 year old girls are commonplace on Instagram, and parents are beginning to worry about the messages their children are picking up from the app. Middle school aged females are extremely susceptible to peer pressure - any feedback whether positive or negative has a harsh impact on their self esteem. [9]
  • 16. Instagram promotes unrealistic body images which skew with individuals mental image of what their body should look like. [10] By constantly comparing their bodies to what is celebrated with likes, brand endorsements, and followers online, the audience is subject to body dissatisfaction and a heightened sensitivity to their appearance.
  • 17. While parents should perhaps be helping their children avoid the pressures of social media, they have instead admitted to helping their children register for social media, in lieu of age restrictions. [11]
  • 18. Many Instagram ‘models’ show off their picturesque relationships on their accounts, but things may not be as perfect as they appear online. [12] Social comparison often leads to jealousy, and in relationships where everything is constantly posted online, there comes the risk of oversharing - causing lower real life intimacy. [13] [14]
  • 19. Instagram normalizes the unattainable. Not everybody is fashionably dressed everyday, takes exquisite tropical vacations, or has naturally flawless features. Even those posting the photos do not live a perfect life. [14] [15] Social media stars have control over what they post and can shape their image any way they choose to, allowing others to see only the ideal aspects of their virtual selves. [13] S O C I A L M E D I A S M O K E A N D M I R R O R S
  • 20. However, with the constant supply of new apps used to find fame and money, it’s no surprise that social media careers have become a thriving source of recognition and income for newer generations.
  • 21. W O R K S C I T E D 1. Ligato, Lorenzo. “YouTube is Crushing Cable TV, According To Google.” The Huffington Post. 20 July 2015. Web. 30 May 2017 2. "Here’s How Many People Are on Facebook, Instagram, Twitter and Other Big Social Networks." Adweek. 29 May 2016. Web. 28 May 2017. 3. Turkle, Sherry. "The Documented Life." New York Times 16 Dec. 2013: A25(L). Academic OneFile. Web. 29 May 2017. 4. Saul, Heather. "Instafamous: Meet the Social Media Influencers Redefining Celebrity” Independent. 27 Mar. 2016. Web. 31 May 2017. 5. Bauknecht, Sara. "Instagram Helps Models' Careers." Pittsburgh Post-Gazette. 13 Sept. 2015. Web. 28 May 2017. 6. Djafarova, Elmira. "Exploring the Credibility of Online Celebrities' Instagram Profiles in Influencing the Purchase Decisions of Young Female Users." Computers in Human Behavior 68 (2017.): 1-7. Science Direct. Web. 28 May 2017. 7. "YouTuber." Oxford Living Dictionaries. N.p., n.d. Web. 30 May 2017. 8. Kavoori, Anandam. "Making Sense of Youtube." Global Media Journal 13.24 (2015): 1-25. Web. 29 May 2017. 9. Interview. YouTube Careers: Today -- the "Superwoman" Site. CTV. Canada AM, Toronto, Ontario, 22 Oct. 2014. Television. Transcript. 10. Kang, Cecilia. "Instagram Beauty Contests Worry Parents, Child Privacy Advocates." The Washington Post. 5 Apr. 2013. Web. 29 May 2017.
  • 22. 11. Ahadzadeh, Ashraf Sadat. "Self-schema and Self-discrepancy Mediate the Influence of Instagram Usage on Body Image Satisfaction among Youth." Computers in Human Behavior 68 (2017): 8-16. Science Direct. Web. 28 May 2017. 12. Darbyshire, Demetria, Charlotte Kirk, Helen J. Wall, and Linda K. Kaye. "Don't Judge a (Face)Book by Its Cover: Exploring Judgement Accuracy of Others' Personality on Facebook." Computers in Human Behaviour (2016): 380-87. Scholars Portal Journals. Web. 11 May 2017. 13. Konnikova, Maria. "How Facebook Makes Us Unhappy." The New Yorker. N.p., 10 Sept. 2013. Web. 30 May 2017. 14. Matrix, Sidneyeve. "Online Friends." Film 260. Ontario, Kingston. 9 May 2017. Lecture. 15. Matrix, Sidneyeve. "Digital Literacies." Film 260. Ontario, Kingston. 3 May 2017. Lecture.