Celebrities and Social Media: Extended Post

The increasingly frequent use of social media worldwide has left an indelible mark on many different aspects of society. Interaction and communication between individuals has been altered, business communication strategies now have an extremely strong focus on utilising social media to inform and engage their clients, while the delivery of news and current affairs has also been irreversibly affected by social media. As the above examples demonstrate, the methods used by individuals and organisations to communicate in the 21st century are undoubtedly the most significant area impacted by the social media phenomenon.

A significant group of people affected by the rise of social media is a group we can all relate with- celebrities. Many people spend a large amount of time catching up on the latest gossip and news surrounding their favourite celebrity, with gossip magazines and paparazzi notorious for quenching the thirst for scandalous celebrity news. According to Pappas (2012), our fascination with celebrity can be attributed to the fact that 'humans are social creatures, psychologists say, and we evolved — and still live — in an environment where it paid to pay attention to the people at the top.' Pappas believes this fascination with celebrity is only escalating as the media and new technology continues to feed our appetite.

Whether it is your favourite actor, actress, singer or sportsperson, it’s undeniable that celebrities attract the attention of the masses. As van Krieken (2012) states, whether it is ‘on television, in magazines and books, on the Internet and in films, celebrities of all sorts seem to monopolize our attention.’

Throughout this post, the impact of social media’s astronomic rise will be analysed in relation to celebrities. As a result of social media, celebrities have altered how they build their public image/brand and communicate with fans. Both of these factors will form a large part of this discussion. The ability presented by social media to dispel public/media misconceptions surrounding celebrities will also be examined. Finally, the link between celebrity social media usage and the ‘specular’ economy will form the framework of this discussion.

According to Marshall (2010), the ‘specular’ economy is a place 'where we are becoming more conscious of how we present ourselves and how others perceive us.' The ‘specular’ economy also involves 'a two way mirror of projection onto the screen and the circulation of and interaction with those images and texts into the wider world.' As a result of social media, we currently operate in a ‘specular’ economy more than ever before, as our environment allows everyone the opportunity to present themselves in front of a global on-line audience. How you ask? Whenever you post or view a personal photo, video or opinion on a social networking site, you are participating in a ‘specular’ economy. The projection, circulation and interaction of images and text on social media strongly contribute to and grow a ‘specular’ economy. 

The ‘specular’ economy has strong links to celebrity culture and our fascination with fame. Before social media, the ‘specular’ economy was largely occupied by celebrities and well known identities. Images and articles relating to celebrities were most commonly transmitted to a global audience via mediums such as newspapers and gossip magazines. These images and texts were interacted with across the globe, with the public often forming a perception of the celebrity from this material. Social media has placed some power back into the hands of celebrities, providing them with a far greater opportunity to shape how they are perceived by others.

                                    

  Image sourced from:

http://www.entrepreneur.com/blog/224430

As social media use has continued to rapidly accelerate worldwide, celebrities have become greater aware of the opportunity provided by sites such as Facebook and Twitter to build their brand and public image. The ability to create a public image on social media also allows celebrities an element of control over which aspects of their personal life enter the public domain. According to Socialbakers, a Czech based company which produces social media network statistics; a celebrity’s successful social media presence is reliant on a few simple steps such as ‘providing more personal information and allowing fans to access their personal life’.

Upon reading this, a celebrity I follow on Twitter- former NBA superstar Shaquille O’Neal, came immediately to mind. Despite standing at a formidable 2.16 m, the public perception of O’Neal is of a fun-loving, harmless giant. O’Neal has crafted his public image in varying ways post-retirement, including through a strong presence on social media. Shaq posts daily updates on his Twitter and Facebook accounts for his followers, regularly giving an insight into his personal life through photos and posts. Perhaps most famously, O’Neal announced his retirement from professional basketball on Twitter. This was a perfect example of a ‘celebrity practitioner revealing what appears to be personal information to create a sense of intimacy between participant and follower, and publicly acknowledge fans’ (Marwick, 2011). By announcing his retirement on the social networking site, Shaq let his fans know the news first and demonstrated to his fan base that he truly respected them.  

Image sourced from:

http://topnews.in/sports/shaquille-oneal-becomes-minor-owner-kings-239387

Another benefit for celebrities using social media is the ability to respond to negative representations/stories from media and other sources. Previously, a celebrity's image was most often crafted though the media, with this portrayal often producing an unflattering representation. As discussed by Marshall (2010), social media has given celebrities the 'relatively new capacity to send via the Internet messages and images outwards that circumvent the gatekeeping and controlling mechanisms of broadcast and print media.' This ability allows celebrities to send unedited messages which convey a clear meaning for fans. The chance to set the record straight over incorrect media reports (with the message transmitted directly to a large amount of ‘followers’) is a definite positive associated with the rise of social media.

The emergence of social media as a chief communication tool for celebrities has ensured they are operating in a ‘specular’ economy when posting personal information on-line. When posting each image, video or message on social media, celebrities should have their public perception firmly at the forefront of their mind.

The other major benefit associated with celebrities using social media is the opportunity to interact with fans in a more personal manner than ever before. Courtesy of social media, celebrities now have the ability to quickly respond to a fan message, whether that’s by replying to a tweet/post or retweeting the thoughts of a fan. As a result, sites such as Facebook and Twitter have created ‘an expectation of social interaction through social media that dwarfs the fan letter interactions of old’ (Marshall, 2010). This has ensured fans now have unprecedented access and the chance to personally interact with their favourite celebrities via social media.

Effective communication with fans via social media can often directly translate into a favourable public image. Former NFL star Chad Ochocinco is an example of a celebrity who effectively used social media to both communicate with fans and further his brand. Despite employing a slightly eccentric way of engaging his fans, the method used by Ochocinco was a clear winner in regard to generating a positive public perception. A prolific tweeter and UStream user, Ochocinco announced his inventive plan on the social media sites in 2009. Ochocinco planned to incorporate social media into an on-field celebration during the season- by tweeting from the end zone after a touchdown. After having this idea knocked on the head by league heavyweights, Ochocinco found a novel way to stick to his plan- he began a Twitter competition which resulted in one fan being chosen to fly to each of his games and tweet from the grandstand on his behalf. While this idea may be considered radical, there is no doubt over the effectiveness of Ochocinco’s social media strategy. His fans/ followers were unquestionably engaged by this idea as they all stood a chance of benefiting from the stunt. Eccentric ideas such as the Twitter competition helped solidify the public’s perception of Ochocinco as an entertaining character. Post career, Ochocinco has landed TV roles and movie cameos largely due to his public perception, which has been built in part by his active and entertaining presence on social media. In Ochocinco’s case, his readiness to engage with fans on-line simply enhanced the public’s view of him.

                                     

Image sourced from:

http://www.examiner.com/article/nfl-star-chad-ochocinco-battles-ban-on-social-media-college-schools-and-nfls-no-cell-phone-policy

Cohen (2013) believes there are five key criteria for celebrities wishing to successfully utilise social media; treating their fans like friends, dealing in self-promotion, making themselves more relevant, changing the public’s mind and promoting their own interests. Throughout this post many of these key criteria have been analysed to determine the benefits presenting celebrities who actively engage with social media. The impact of celebrity culture on the ‘specular’ economy was also raised during this discussion. It is unquestionable that social media, which offers 'a different structure through which the famed construct their public image' (Marshall, 2010), provides a fantastic opportunity for celebrities to shape their public perception while also personally engaging with their fans.

References

Cohen, P 2013, ‘How Celebrities Use Social Media to Build Their Brand’, Social Media Today Online, retrieved 8/10/13, URL- www.socialmediatoday.com/philcohen4/1541596/how-celebrities-use-social-media-build-their-brand

Marshall, D 2010, 'The Specular Economy', Symposium: Celebrity Around the World, Springer Science and Business Media, p. 498-502

Marwick, A 2011, ‘To See and Be Seen: Celebrity Practice on Twitter’, ‘Convergence- May 2011’, vol. 17, no. 2, p. 139-158

Pappas, S 2012, ‘Oscar Psychology: Why Celebrities Fascinate Us’, Live Science, retrieved 4/10/13, URL- http://www.livescience.com/18649-oscar-psychology-celebrity-worship.html

Socialbakers, ‘Who are the Most Engaging Twitter and Facebook Celebrities?’, retrieved 8/10/13, URL- www.socialbakers.com/blog/400-who-are-the-most-engaging-twitter-and-facebook-celebrities

van Krieken, R 2012, ‘Celebrity Society’, Taylor and Francis, Deakin EBL, retrieved on 8/10/13

Week Nine: IPL and Hollywoodisation

When considering an entertainment industry affected by 'Hollywoodisation', I have decided to focus on a slightly alternative category besides from film, music, television or video games. One of the largest entertainment industries in the world- the sports industry, hasn't been immune from 'Hollywoodisation', with the global game of cricket particularly affected. For the purpose of this post I will focus on Twenty20 cricket tournament, the Indian Premier League (IPL), and how it has been 'Hollywoodized'.

The IPL, originally established in 2007, exhibits many characteristics of 'Hollywoodisation'. According to the Oxford Dictionary, 'Hollywoodisation' is the 'adaption of a story or series of events so as to conform to the supposed norms of a typical Hollywood film, especially in respect of being unrealistically glamorous, exciting, or simplistic.'

A traditional sport, often referred to as the 'gentleman's game', cricket in India has undeniably been made more glamorous and exciting in recent years. The IPL, known for its phenomenal commercial success, utilises many Hollywood-like techniques to draw in more fans. Entertainment such as cheerleaders and fireworks (more commonly associated with American sports such as baseball and basketball, rather than the traditionally conservative sport of cricket) are a centrepiece of the entire show surrounding the IPL. The embracement by Indian cricket authorities of 'gimmicks' most commonly associated with American sporting events, demonstrates what Klein (2004) refers to when discussing 'Hollywoodisation'- a story of 'integration and denationalization'.

Image by neeno sports

Another exciting technique used to boost the profile of the IPL was the online streaming of the entire tournament via YouTube. The IPL became the first sporting event to be broadcast live on YouTube when the agreement was reached in 2010. This innovation was another technique employed by tournament organisers to 'Hollywoodize' the tournament.

The 'Hollywoodisation' techniques outlined above received mass media coverage when first employed and were immediately recognisable to long-time cricket fans. Due to the traditionally conservative nature of cricket (especially in India), the 'gimmicks' used during the IPL were an obvious example of how an entertainment industry can be involved in a process of integration and denationalization- otherwise referred to as 'Hollywoodisation'.



References

Klein, C 2004, 'Martial arts and the globalization of US and Asian film industries', Comparative American Studies: An International Journal, Sage Publications, London

Week Eight: Celebrities and Social Media

Celebrities have latched onto the phenomenon of social media in an attempt to build their brand and easily communicate with their fans. Sites such as Twitter and Facebook are increasingly being used as a vehicle for celebrities to manufacture their ideal public persona and carefully control the aspects of their personal life which enter the public domain. Social media also offers the chance for celebrities to personally communicate with fans, which is another crucial tactic in shaping their public image.

Image Courtesy of oh no they didn't!

Marshall (2010) refers to the specular economy as the place 'where we are becoming more conscious of how we present ourselves and how others perceive us.' Celebrities posting on Twitter and Facebook are often operating within the specular economy, as they are attempting to personally craft a favourable public perception. Previously, a celebrity's image was most often crafted thought the media, with this portrayal not always an overly kind representation. Marshall (2010) discussed this benefit of social media for celebrities when outlining the 'relatively new capacity to send via the Internet messages and images outwards that circumvent the gatekeeping and controlling mechanisms of broadcast and print media.'

Social media also provides a fantastic opportunity for celebrities to personally interact with their fans, whether it's by responding to a post or 'retweeting' a fan's thoughts. Former NFL star Chad Ochocinco is one celebrity who has used social media effectively in the past to engage fans and shape a favourable public perception of himself. A prolific tweeter and UStream user, Ochocinco announced on the medium in 2009 that he would tweet from the end zone at some stage of the season. When his idea was rebuffed by the league, Ochocinco found a novel way to stick to his plan- run a Twitter competition where a fan would be chosen to fly to each of his games and tweet on his behalf. While Ochocinco's idea may be considered as eccentric, it demonstrates the positives associated with celebrity social media use and fan interaction.

Image Courtesy of Bleeding Green Nation

Social media, which offers 'a different structure through which the famed construct their public image' (Marshall, 2010), provides a fantastic opportunity for celebrities to personally engage their fans while developing a favourable public image.



References

Marshall, D 2010, 'The Specular Economy', Symposium: Celebrity Around the World, retrieved 25/9/13, URL, p. 498-502

Week Seven: Madden and Reading Strategies

As the majority of computer games I am interested in have a strong sporting flavour, this blog post will focus on a long-standing sports game which requires gamers to employ different reading strategies to interpret the text in front of them.

The Madden computer game series, currently celebrating its 25th year, focuses on the phenomenally popular American sport of NFL or American Football, as it is also known. During this post, the different reading strategies used by gamers to interpret the representations of race and age in Madden will be analysed.  

Robert Griffin 111 as depicted in Madden

Courtesy of mymaddenpad

According to Hall (1973), a dominant-hegemonic reading or preferred reading is those that ‘have the institutional/political/ideological order imprinted in them and have themselves become institutionalised.’  Simply put, a dominant-hegemonic or preferred reading reflects society’s expected or commonly held view of a particular group or person.

In early versions of the Madden franchise, such as Madden 93 (below), player appearance and characteristics such as race and age were replicated across each team represented in the game. These representations were designed to reflect the stereotype of an American football player in the early 1990’s- big, brawny men, with the majority bearing an African-American appearance. With no distinguishing features, such as facial features, hair etc. available for gamers to single out a particular player, gamers regularly adopted a ‘preferred’ reading when interpreting the game.

Screenshot of John Madden Football '93

Courtesy of emuparadise

As the game has developed over the years, the introduction of ‘My Player’ mode has allowed audiences to interpret the game using an oppositional reading. According to Hall (1973) an oppositional reading makes it ‘possible for a viewer perfectly to understand both the literal and the connotative inflection given by a discourse but to decode the message in a globally contrary way.’ ‘My Player’ mode allows the gamer to alter their American footballers’ age, race and other aspects of their appearance until they are left with the desired characteristics. While a gamer recognises that most American football players are young, tall and muscle-bound, ‘My Player’ offers a gamer the opportunity to reject this notion and create an old, short and skinny player if desired. This example illustrates how an oppositional reading can be used to interpret the Madden computer game.

Madden 'My Player' Mode

Courtesy of ign

Week Six: Workplace Blogging

The increasing prominence of social networking and blogging sites in our everyday lives has offered the opportunity to share our opinions to a worldwide audience with a simple click of a mouse. A topic commonly discussed by online bloggers surrounds workplaces and the various incidents which occur throughout day-to-day working life. Sites such as Facebook, Twitter and online blogs have provided an avenue for employees to discuss the happenings of their workplace, with both positive and negative results.

According to Richards and Kosmala (2013), workplace bloggers 'display a strong sense of loyalty and dedication to their job, profession or occupation. However, even the most loyal employees are also capable of being cynical and making cynical comments about their employing organisation.' This comment recognises both the positives and negatives associated with blogging about the workplace.

On the positive side of things, blogging has allowed employees to engage in 'settled and organised social movements' (Richards and Kosmala, 2013). In simple terms, this means employees now have the opportunity to discuss ways to improve the workplace environment in an online forum. For example, online 'think tanks' can be conducted where employees are able to bounce their ideas to improve the organisation off one another. While workplace blogging does bear some positives, I believe the negatives associated with the practice are far more prominent.

Richards and Kosmala (2013) believe those who regularly blog about work 'have taken such critical commentary and discussions to rapidly emerging and expanding internet platforms, such as Facebook and Twitter.' Posting about work and other employees on social media sites is where the practice of workplace blogging can become a problem. In my relatively short time in the workforce, I have encountered many cases of employees being sanctioned for negatively discussing the workplace, management or other employees on social media sites. Guarding an organisation from social media attacks is an increasing focus for management with social media policies (such as Swimming Australia's) an important tool used to govern employees.

The ability of employees to discuss workplace practices on online forums and social media sites such as Facebook or Twitter undoubtably offers both positive and negative repercussions for organisations, ensuring this remains an area for management to closely monitor.

References

Richards, J & Kosmala 2013, 'In the end, you can only slag people off for so long’: employee cynicism through work blogging, 'New Technology, Work and Employment', p. 69, 72

Swimming Australia Social Media, Blogging and Internet Guidelines for the Australian Swim Team, Coaches, Staff and other Swimming Australia members, retrieved 10/9/13, URL-http://www.swimming.org.au/assets/console/document/documents/Swimming%20Australia%20Social%20Media%20Guidelines1.pdf

Week Five: 'Prosumers' and their role on Web 2.0

In an era where we are increasingly engaging with and relying on online technologies and networks, the likelihood of acting as a 'prosumer' is high. During this post, I will examine the role of a 'prosumer' in relation to user-generated-content sites such as Twitter, Facebook and YouTube.

According to Ritzer and Jurgenson (2010), 'prosumption involves both production and consumption rather than focusing on either one or the other.' In terms of sites such as Facebook, Twitter and YouTube, 'prosumers' are the lifeblood which ensures their ongoing popularity. These sites, which undoubtably rank as some of the most popular and profitable websites worldwide, rely on each individual producing and consuming content to continue their remarkable success. Ritzer and Jurgenson (2010) single out Web 2.0 (of which social media is a significant part) as the major area where a 'dramatic explosion in prosumption' has taken place.

The reason for this dramatic explosion is simple. Sites such as Facebook and YouTube rely heavily on the production of user-generated content and the subsequent interaction with this content. What would it mean for Facebook if no one bothered to produce their own personal profile? What would the future look like for YouTube if videos weren't produced and uploaded to the video-sharing site? The answer is simple, the lack of content would sound the death knell for these sites. Similarly, if the general public stopped consuming content from these sites, then their fate would also appear gloomy.

A growing culture of 'prosumers' has resulted in a remarkable level of success for social media sites. This is due to the fact these sites don't have to commit as many resources to producing content which will appear online. The notion of 'prosumption' has ensured sites such as Facebook, Twitter and YouTube are able to effectively reduce costs courtesy of the majority of content being produced by their users.

Every time you post or read a Facebook post, upload or watch a YouTube video, or 'tweet' or 'retweet' on Twitter, you are unwittingly acting as a 'prosumer' in the age of Web 2.0.

Reference List

Ritzer, G & Jurgenson, N 2010, Journal of Consumer Culture, Production, Consumption, Prosumption: The nature of capitalism in the age of the digital 'prosumer', retrieved 28/8/13, URL- http://joc.sagepub.com/content/10/1/13, p.14,19

Week Four: Continuing Battle Over File-Sharing

A serious problem afflicting industries such as the film or music industry, involves an argument surrounding ‘the injustice of file-sharing versus the injustice of restraints on file-sharing’ (Martin 2008). This issue pits large scale industries against numerous file-sharers worldwide with many tactics used to discredit the opposing party’s opinion and harm their overall objectives.

This blog post will focus on the tactic of devaluation versus validation. In this case, the tactic revolves around how the music or movie industries attempt to discredit those transferring or downloading illegal files. In response to these tactics, file-sharers attempt to validate their methods while arguing it is unfair to restrain people from transferring files.

One of the most recognisable campaigns designed to attack file-sharers, or ‘pirates’ was produced by the Motion Picture Association of America (MPAA). I’m sure you are aware of the commercial screened before each movie you view, whether it’s in the cinema or you’re simply watching a DVD in your lounge room? The one which forcefully reiterates the message that you wouldn't steal a car, laptop or handbag, so why is it acceptable to ‘steal’ a movie? Of course by stealing, the campaign is referring to illegally downloading the movie via a peer-to-peer file-sharing service.

                                           Copyright: Image courtesy of famewiz.com

                    http://www.famewiz.com/wp-content/uploads/2013/03/filesharing-comic.jpg

Martin et al. (2010) state that powerful organisations such as the film or music industry ‘often try to devalue targets by applying derogatory labels to them, disseminating discrediting information or setting them up in compromising situations.’ The purpose of the MPAA commercial, which has become so deeply ingrained in the minds of regular film-viewers, is to discredit file-sharers and compare them to criminals while strongly discouraging illegal movie downloads. It appeals to our conscience as well; asking why we think it’s acceptable to ‘steal’ content and potential profits from the pockets of producers, actors and film companies.

Alternatively, file-sharers will attempt to legitimise their methods while bringing into question the music/movie industry’s determination to curb peer-to-peer downloads. The Electronic Frontier Foundation (EFF) is an example of file-sharers combining to fight large scale industries. The EFF proclaim they will ‘protect your rights in the digital world’, while ‘fighting for a constructive solution that gets artists paid while making file sharing legal’. Words like ‘misguided’ and ‘irrational’ are also used on the foundations home page to describe the ‘war against P2P.’

The continuing fight between large scale industries and file-sharers will be intriguing to follow, with issues likely to continue as technology continually develops.

References:

Electronic Frontier Foundation website, https://www.eff.org/issues/file-sharing, retrieved 21/8/13

Martin, B, Moore, C and Salter, C 2010, 'Sharing music files: tactics of a challenge to the industry', First Monday, vol. 15, no. 12, retrieved 21/8/13, URL-http://firstmonday.org/ojs/index.php/fm/article/view/2986/2680

Martin, B 2008, 'The Henson affair: conflicting injustices?', Australian Review of Public Affairs (July), retrieved 21/8/13, http://www.australianreview.net/digest/2008/07/martin.html