The following, as in all my blogs, is personal opinion. Feel free to agree or disagree, comments below please.
A recent article in Airfix Scale World magazine makes, in my view, several inaccurate claims with regard to social media specifically You Tube (YT), and its use by model makers to create videos (You Tube Creators - YTCs), article titled 'The Cult of Modelling Celebrity'.
First of all, the article title tells you all you need to know about the author's opinion stating that there is such a thing as a Modelling Celebrity and that those who are belong to a Cult.
Secondly the article starts 'Back in my youth..' words akin to 'When I were a lad' or 'In the olden days'.. guaranteed to tell the reader the author think the past was better. Occasionally it was, but articles which use that phrase are, in my opinion, usually written by people who just don't like, want, or understand, the improvements that have occurred. Let's call them the 'We fear change' brigade.
Thirdly with no seeming sense of irony the author then goes on to name two well known model makers of the period who he hails as being extremely talented. Whether they were/are is immaterial, but he is treating them as Celebrities in an article he uses to castigate Celebrities. He states the models themselves were the stars not the modellers, yet names the modellers and not a single example of their models. In both these aspects the article is totally contradictory.
He claims that '.. Modern social media has flipped the script and instead starts with personality and brand first, the modelling an addendum to this.' Utter tripe. Does anyone search on You Tube for a specific person? No, unless that person is already a celebrity such as a musician, actor, comedian, etc. The search is not for an individual you don't already know it's for a subject that interests you, such as in this case scale model making. So the search is for a subject first, and then if you like the way that person presents the subject you may look at other videos they've done. You may even watch videos from people they like. Will you like those too? Maybe, maybe not. Do you like everyone who likes the same things you do? Some yes, some no. It's human nature and zero to do with a shared interest.
Social media he seems to treat as an evil sentient being. Social Media is none of those things; it is a bidirectional communication tool, as is a two-way radio, a telephone, etc. A hammer is a tool; can a hammer be evil? No of course not! The person wielding the hammer, or any tool, has that capacity, but the tool itself is just that.. a tool.
He refers to the videos crafted by YTCs insulting as 'bland'. The anachronism here is obvious. Model making is normally a solitary occupation. Its purpose is not to entertain, so of course any video centred on the subject is not intended to entertain either. YTCs do not spend literally hundreds of pounds sterling on the software and equipment necessary to make their videos to entertain, and to expect that is idiotic. There may as a by-product of the video be some entertainment value in it, but that is not its core purpose; that is to illustrate to those watching the video how they built a particular model, its good and bad points, and how they resolved the latter. They are not however instructional videos on how a model must be made, they simply illustrate one way to make it.
Are YTCs 'Influencers' (personally I hate the word, or maybe it's the fact that they seem to think their opinion matters more than other people) as the author insinuates. They are in that they produce inspiring content, a standard of modelling to aspire to. Do they demand I do things their way, think the same as they do? No absolutely not. They say 'This is how I do it, up to you if you do it the same or another way'.
The article though completely misses what to many is an equally important role of the videos and social media in general. The videos from one YTC are generally on one topic, so those who watch and comment on them all share that interest. The YTC has the opportunity to answer questions and respond to any criticism, to engage with the viewers and they can engage with the modeller, occasionally in real time, something completely impossible in the author's yearned for youth. Thanks wholly to this engagement communities grow of like minded individuals, from all around the world, all sharing their knowledge with each other. That growth of community to any degree is impossible without the YTC providing the catalyst and they are to be thanked for that, not treated like some sort of pariahs which is what this article seeks to achieve.
He singles out one YTer as his chosen paragon of what he thinks YT videos are for and seems to be claiming that person is somehow different from the others. I follow quite a few YTCs and frankly I don't know any who don't put the modelling first. Are they the automata the author seems to desire, model-making bots? No they are human beings and it's an insult to them not to treat them as such. They are human beings who also happen to be talented modellers.
The final nail in the coffin in which this article should be buried is with regard to his central claim that YTCs have or even want celebrity status. One fairly well known and recognisable YTC commented on the article that he regularly goes to Model Shows and not once has been asked for his autograph, and nor have many - if any - others. In fact he quoted one very well known YTC who attends Model Shows with a baseball cap on and hood pulled up to obscure his identity. The exact opposite of what a celebrity would do.
In summary, are YTCs celebrities, or even desirous of celebrity status? No, and the claim they are is ludicrous.