The Rise of Online Promotion and Its Effectiveness
The amount of money companies spend on online promotional activities is rising in lockstep with the rise in digital media consumption. Additionally, it is apparent that digital marketing efforts are becoming less effective as they increase in cost. Celebrities have a significant effect on how teenagers perceive themselves and the world around them, for better or ill. Although celebrities have a significant impact on adolescent behaviour, it is easy to underestimate their influence (Akram & Kumar, 2017). Children and teenagers are influenced positively by celebrities. They can, in fact, be role models. Celebrities, such as singers, actresses, and others, may also set a bad example. Teens’ mental health can be negatively impacted by celebrity influence on body image as well as substance abuse at the same time. As a result, teenagers must be taught how to analyse the effect of superstars. Using media, adults and children may interact. As a result, they aid in the development of children’s visual and auditory perceptions (Slater, Tiggemann, Hawkins & Werchon, 2012). With the help of celebrities’ experiences, parents and teachers may begin vital dialogues about health and personal decisions. The following section discusses the concept of how celebrities can negatively influence teenagers.
In today’s world, teenagers spend a great deal of time researching the public personas of their heroes, including their loves and dislikes, likes and dislikes in the media, and so on. Celebrity admiration may, on occasion, deteriorate into a full-blown obsession. To make themselves more popular at school or other settings, many youngsters look to the lives of celebrities they like for examples on how to spice up their own boring lives. Among their peers, many teenagers assume that being aware of their idol’s life, likes and dislikes increases their own popularity. In general, teenage attitudes on celebrities can be influenced in both good and bad ways. Nevertheless, it is necessary to educate youngsters about the detrimental effects of their enthusiasm for celebrities (Wei & Lo, 2013).
It is important for teenagers to understand that celebrities’ public and private lives may be very different from one another. Their words and acts may have a profound effect on young people; thus, pop culture superstars must be extremely careful in what they say and do in public. There are a variety of ways in which celebrities may serve as role models for young people: they can raise their self-esteem, act as environmental ambassadors, or encourage ethical behaviour. Celebrities may also serve as role models for young people, advocate social fairness, and lend a hand in disaster assistance. Their personal and professional lives are characterised by a high level of integrity (Radovic, Gmelin, Stein & Miller, 2017).
Many variables influence a teenager’s body image. Friends, family, the teen’s residence, and their cultural background are all examples of what to look for. Celebrity pictures, on the other hand, have a dramatic effect on the body image of teenagers. Young people’s confidence, anger, and dissatisfaction with their appearance are decreasing as a result of unrealistic beauty standards set by celebrities. Cultural and intellectual knowledge may also have a positive impact on youngsters through the influence of celebrities. When pop culture superstars who are well-educated and interested in publishing books and seeing the world set a positive example for their followers, they are inspiring (Ouvrein, De Backer & Vandebosch, 2018). As a result, they demonstrate that one’s inner world is considerably more important than one’s physical look. By talking about college graduation and the benefits of remaining in school, celebs show teenagers that their education and intellectual abilities are valuable. A good example given by pop culture idols, such as those who are interested in humanitarian endeavours or who demonstrate excellent intellectual skills, can have a beneficial impact on youngsters by encouraging them to obey the law or to honour their relationships. Teenagers with low self-esteem might benefit from the good role models provided by celebrities. There are several reasons why teenagers are drawn to celebrities; one of the most common is because they find them entertaining (Ismail, Affandy, Basir & Ahmad, 20140.
Celebrities as Role Models
Teenagers’ lives might be impacted negatively if they are obsessive fans of well-known celebrities. Buying a number of merchandises featuring their favourite star, such as concert tickets, presents, and posters, is one of the drawbacks of this condition. It is also possible that young people’s need for up-to-date information about their heroes might develop to an unhealthy fixation with the celebrity. Since they are so reliant on the Internet and social networking sites, students may neglect their studies as a result. Obsession and fanaticism with celebrities, therefore, lead to needless spending and time wastage. Children are being exposed to inappropriate material because of the prevalence of sexual content, violence, and adult language in television shows nowadays (Sahin & Atik, 2013). A lack of parental supervision may lead to children being exposed to shows, movies, including blogs that should be left for their parents to explain. We cannot stop the media frenzy, but specialists argue that the rubbish of pop culture may be balanced out by “attentive parents, strong instructors, and decent friends.” Younger followers have access to stuff that many parents donot want their children to view, therefore stars need to be more careful of their image. The image that is enthusiastically followed by teens might be created by celebrities with poor reputations and terrible behaviour. As a teenager, many young people desire to be self-reliant, defiant, and as risky as possible. In order to emulate their hero, people pick someone who has a bad reputation and try their best to imitate them. This includes using the same drugs as their idol or even engaging in illegal acts. As a result of their lack of maturity and maturity, it is possible for teens to become hooked to substances like alcohol and narcotics (Okere & Uwon, 2012).
What are the implications of celebrity body image on young people? Body dissatisfaction is associated with a variety of mental health issues, such as anorexia, depression, and a lack of self-esteem. The risk of developing an eating problem is higher for young women who are exposed to media depicting a slender “ideal,” according to research. Nearly half of 13 to 17-year-old girls surveyed by the Girl Scouts Research Institute expressed a desire to look like the models in publications (Radovic, Gmelin, Stein & Miller, 2017).
These trends can be exacerbated when celebrities, like Kim Kardashian, post pictures of their severe diets or use language that may trigger individuals who suffer from eating disorders. In the wake of a chat between the Kardashians and the ensuing outrage, several media sites covered the story. Eating disorders such as anorexia and bulimia are minimised by celebrities who advertise harmful items to decrease hunger. Teenagers are influenced by celebrities in a variety of ways. Using social media to share photographs of oneself drinking or smoking is a way for celebrities to normalise drug usage. In addition, they make it look fashionable and trendy (Vijaylakshmi, Lin & Laczaniak, 2020).
Furthermore, teenagers typically look up to and aspire to celebrities they admire. Consequently, teenagers may be tempted to do the same if they see photographs of a favourite celebrity doing drugs or drinking on Instagram. Many studies have looked at teens who listen to music with references to marijuana on a regular basis, such as one conducted by the University of Pittsburgh School of Medicine Consequently, they discovered that these young people were more prone to experiment with drugs than their peers who had been exposed to less songs like these (Wei & Lo, 2013).
The Negative Impact of Celebrity Obsession on Teenagers
More than three alcohol brand names are mentioned in every hour that American teenagers listen to music. This has been linked to an increase in teen drinking, according to some studies. Dartmouth Medical School researchers found that movie characters who smoke cigarettes encourage youngsters to experiment with smoking. As a result, the media’s ability to affect young people’s risk-taking behaviour should be considered. College students have been adversely affected by the industry’s need for speedy achievement and immediate rewards. In spite of this, the online celebrity market continues to advance, regardless of how big or little it is (Shain & Atik, 2013).
The acts of teenagers throughout the world might be a result or a positive outcome of their frequent exposure to celebrity behaviour and public lives because of the widespread availability of media. Some superstars, like Justin Bieber, instigate bad behaviours among their admirers, such as lawbreaking and drug misuse. It is in these kinds of situations that famous people create a false reality for young people, portraying success as the outcome of careless and irresponsible behaviour. While they have the capacity to negatively affect youthful behaviour, these disruptive stars should think about the consequences of their conduct. Celebrities can help shape the future of society by encouraging young people to engage in constructive activities such as community service and hard work.
Conclusion
Celebrities must alter their personas and the way they are seen by the public. Many individuals underestimate the impact of what they do on the rest of us. These superstars are influencing a new generation of consumers via the way they act and think. Celebrities must immediately modify their bad behaviours and recognise that they must be more concerned with their own image and how they are portrayed in the media. For the purpose of spreading good energy in a non-commercial way or channel, well-known people appear as Internet celebrities who may arouse ordinary people’s excitement for spreading such ideals. Celebrities in a wide variety of fields have considerable social sway and command a great deal of popular fascination. Every action they take will have a significant impact on the public, particularly on their admirers. It serves as an opinion leader and sets the tone for the public’s perception of the world. Therefore, necessary measures are required to be undertaken by parents to make sure about the use of internet by their children and for celebrities to know how they can change the paradigm of influencing teenagers in positive manner.
References
Akram, W., & Kumar, R. (2017). A study on positive and negative effects of social media on society. International Journal of Computer Sciences and Engineering, 5(10), 351-354.
Ismail, A., Affandy, H. B., Basir, S. N., & Ahmad, N. (2014). The internet: one of the factors influencing substance abuse. Conference Paper (PDF Available) September.
Okere, S., & Uwom, O. O. (2012). Magazine celebrity features, youth modelling and career aspirations. Arabian Journal of Business and Management Review (OMAN Chapter) Vol, 2(5).
Ouvrein, G., De Backer, C. J., & Vandebosch, H. (2018). Online celebrity aggression: A combination of low empathy and high moral disengagement? The relationship between empathy and moral disengagement and adolescents’ online celebrity aggression.
Computers in human behavior, 89, 61-69.
Radovic, A., Gmelin, T., Stein, B. D., & Miller, E. (2017). Depressed adolescents’ positive and negative use of social media. Journal of adolescence, 55, 5-15.
?ahin, D. Y., & Atik, D. (2013). Celebrity influences on young consumers: Guiding the way to the ideal self. Izmir review of social sciences, 1(1).
Slater, A., Tiggemann, M., Hawkins, K., & Werchon, D. (2012). Just one click: A content analysis of advertisements on teen web sites. Journal of Adolescent Health, 50(4), 339-345.
Vijayalakshmi, A., Lin, M. H., & Laczniak, R. N. (2020). Evaluating adolescents’ responses to Internet ads: Role of ad skepticism, internet literacy, and parental mediation. Journal of Advertising, 49(3), 292-308.
Wei, R., & Lo, V. H. (2013). Examining sexting’s effect among adolescent mobile phone users. International Journal of Mobile Communications, 11(2), 176-193.
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