R6

"We conceptualize celebrity as an organic and ever-changing performative practice rather than a set of intrinsic personal characteristics or external labels. This practice involves ongoing maintenance of a fan base, performed intimacy, authenticity and access, and construction of a con- sumable persona. Increased access to technologies of content creation and distribution has popu- larized techniques of ‘micro-celebrity’, using social media to develop and maintain an audience (Senft, 2008)."

In understanding this new categorization and method of celebrity I am going to attempt to analyze a youtube star and social media influencer named Casey Neistat, in regards to his twitter usage.  I elected to analyze Neistat as he is what I see as a "new breed" of celebrity, someone who has completely used to internet to sky rocket to levels of fame we have previously only seen in the music and film industry.

In terms of actual tweeting, Neistat tweets just about everyday, and a few times each day.  In that he is a videographer and youtuber most of his content includes still images, often times frames from upcoming videos, and other forms of media.  This includes Gifs and reactions that fit with the content he is posting about.

In terms of "mentions" or tweets directed to another user most are directed to friends, other youtubers, other users with verified accounts, and his wife.  The times when he does tweet other users, and fans, the interaction typically looks like:

Neistat prides himself on his, "Rags to riches story", frequently encouraging people to create content and follow their dreams, in both speeches, and on Youtube.  To me this opens an interesting discussion.  Is Neistat truly interested in encouraging others, or does it simply help his brand and social reach?

When someone creates content online that begins to amass a following, especially if the medium the content is through is video, it becomes important to dissect whether the individual is playing a character or are they true to themselves.  One can see that acting a certain way brings them more views and followers, and therefore they may cater to that audience.

Another interesting thing Neistat does on twitter, and on youtube, is mention and endorse products he is a fan off.  This may at times seem inauthentic, or sponsored, but in looking at the posts I am not sure that is the case

While Neistat compliments the Sony brand on their recent cameras, he also mentions his major complaint with their products they don't have a front facing viewfinder for "vloggers."  To me this shows that he is more so using his influence to improve and mention products he enjoys, and not sponsor them for money.

The age of the social media influencers leaves room for lots of ethical questions.  What is real, what is sponsored, and what is a business decision.  In reading through Neistats timeline I do not believe he has many sponsored posts.  While some of his content may be to extend his network and increase his fans, he seems to be fairly authentic when he is engaging with other users.

Marwick, A., & Boyd, D. (n.d.). To See and Be Seen: Celebrity Practice on Twitter. Retrieved April 20, 2017.

Neistat, Casey (@CaseyNeistat). "everybody is a somebody. also - nice pictures :P" 20 April 2017. Tweet.

Neistat, Casey (@CaseyNeistat). sony is KILLING IT! only question...." 19 April 2017. Tweet.