Introduction to Popular Culture Studies

Participation Pt. 3

Posted by lillieeastham on April 3, 2017

The first thing that popped into my head when thinking about engaged audiences, especially when it comes to YouTube, was makeup gurus. These people have massive amounts of followers on social media and many live and breathe by the advice that they give.

While they don’t promote ‘media’ per say they do promote certain products that they like. Similar to gamers on YouTube, they have a large amount of influence on their audiences and if they promote a product it’s sales are almost guaranteed to rise. This is the ultimate example of audience participation benefitting companies.

When the gurus reach a high level of popularity many companies even sponsor them by sending them products in exchange for a positive review. However, this could also have negative consequences for a company.

Recently, many of these gurus have reached such a high level of popularity that they have begun developing their own brands of make up. This obviously means that they will begin to promote their own products over anyone else’s.

This means that companies could spend a lot of time building up a spokesperson of sorts who later becomes another source of competition.

A similar example in the media world would be Fifty Shades of Grey. The author of Fifty Shades was very vocal about the fact that her books were really just the result of Twilight fanfiction that she had written earlier. In this way, Stephanie Meyer, the author of Twilight, unknowingly contributed to inspiring the idea for a competing film series through fan participation.

One Response to “Participation Pt. 3”

  1. emilyjones232 said

    I like how you mentioned how famous YouTube makeup gurus are starting to create their own lines of makeup or have their name put on a product on an existing brand. The followers of that guru flock to that product, selling out almost instantly. It’s good PR for the business and the YouTuber.

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