Module: MCO5104-20 Influencers and Contemporary Celebrity

Level: 5

Credit Value: 20

Module Tutor: Rebecca Feasey

Module Tutor Contact Details: r.feasey@bathspa.ac.uk

1. Brief description and aims of module:

This module will look to examine the culture of contemporary celebrity, paying particular attention to the ways in which macro/micro and nano influencers across a range of social media platforms from Youtube to TikTok have constructed marketable personas, circulated their popular images and turned authenticity into a commodity. Drawing attention to case studies that span ‘Coming Out’ revelations to ‘Covid Vaccination’ testimonials, this module asks students to identify, evaluate and map out influencer strategies, considering the ways in which social media fame exploits and transcends more traditional iterations of celebrity.

2. Outline syllabus

• Introduction aka the building of popular images

• Categorising fame aka from heat magazine to hype house

• From studio system to Instagram: the construction of an authentic identity

• Digital marketing: putting the influence in influencer

• Not just a pretty face: from virtue signalling to altruism

• Virtual influencers: the construction of a star/stable image

• Publicity, privacy and the paparazzi

• Assignment support

• Student showcase

3. Teaching and learning activities

The module will cover a number of key debates relating to the contemporary culture of celebrity and the emergence and development of macro/micro and nano online influencers. Students will immerse themselves in the field of celebrity studies in order to evaluate, challenge and update existing research on authenticity, credibility, commodification and influence. Each debate will require looking at case study examples, the essential reading and a range of further readings as outlined on Talis. The Minerva site for the module will act as a research centre and will contain both weekly support materials (lecture slides, essential and further reading) and broader research materials.

Assessment Item 1:

• Assessment Type: Coursework

• Description: Influencer Analysis (2500 words)

• % Weighting: 50%

Assessment Item 2:

• Assessment Type: Coursework

• Description: Virtual Influencer Portfolio (2500 words equivalent)

• % Weighting: 50%