Zoella is a youtube famous beauty blogger and vlogger/ digital influencer who's channel currently has 12 million subscribers on youtube.
2) What is convergence?
Convergence is when distinct forms of media merge and thus the consumer and producer roles combine.
3) What are Zoella's videos about? Find five video titles and write them here:
Zoella's videos are about beauty tips, DIY projects and vlogging her daily life with her associates like best friend and fellow youtube beauty and life vlogger Louise Pentland (SprinkleofGlitter) and boyfriend Alfie Deyes(PointlessBlog)
4) What are the codes and conventions of vlogging videos?
Several jump cuts, text on-screen and in some cases background music and they are often personal and informal, taking place in her bedroom.
.5) How does Zoella use media language choices to create her online identity? Write about Zoella's use of mise-en-scene (CLAMPS) - particularly costume and make-up. Zoella uses costume and makeup to construct her image as a down to earth, relatable, girl next door. She usually goes for the 'natural look' and wears feminine pastel clothing to emphasise her innocent and normal internet persona.
Industries
1) How does Zoella make money?
One way Zoella makes money is by the use of youtube pre-roll adverts, which she has the power to select and place anywhere in her vlog, her blog with 7.4 million views and £4,000 from adverts, sponsorships where companies will pay a hefty amount for Zoella to advertise their product to the teenage audience
.2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is someone who's content is sponsored by a company in exchange for them to influence their audience to buy the product. Zoella is an influencer because she has had these kinds of partnerships with a plethora of brands including Glossier.
3) Why do companies want to place their products in Zoella's videos?
Zoella's videos appeal to a majority teenage audience that is difficult to advertise to elsewhere because they don't watch television as much as they used to or read magazines.4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
YouTube collaborations mean that fans of the person Zoella is collaborating with will become fans of Zoella by association.5) How has Zoella moved into a more traditional media landscape in recent years?
As Zoella has become more famous, she has made more appearances on TV, in magazines and newspapers.
Audience
1) Who is the target audience for Zoella's channel?
Zoella's target audience consists of females aged 12-16 who have a mainstreamer personality type
2) How are audiences encouraged to participate in or feel part of Zoella's brand?
Audiences are encouraged to participate in Zoella's brand by buying from her makeup brand, going on her blog and following her social media accounts.
3) What audience pleasures are provided by Zoella's videos and associated products?
4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?
A preferred reading of Zoella is that she is a realistic, down to earth and hardworking role model for young girls as she built her brand on her own and gained success. An oppositional reading of Zoella would be that she is hypocritical and untruthful and this down to earth, kind person that she portrays is a facade proven by her previous homophobic tweets and the ghostwriter scandal.
5) Why has Zoella been criticised by some people?
In 2017, she had to issue a public apology for mocking gay people and 'chavs' in tweets from 2009-2012
Representations
Read this Independent article arguing Zoella is a bad role model for young women.
Next, read this Independent article arguing the opposite.
1) What is your opinion on this debate - is Zoella a positive role model for young women?
I think that she is a negative role model for young girls as she encourages them to go into a similar career as her but going viral is mostly about luck and it is an unrealistic aspiration for young girls. Furthermore, she is untruthful and exploitative as she lied about writing her book charged £50 for a 12-day advent calendar in an example of a gift was a packet of confetti.
2) What representations of women are provided by Zoella?
Women are represented as innovative, as Zoey did set up her brand on her own but some may argue that sh reinforces the stereotype that women are superficial.3) What representations of celebrity are provided by Zoella? Is a self-made YouTube celebrity more authentic or positive than traditional music or TV stars?
4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?
I think that Zoella constructs her image carefully, editing her videos painstakingly to make sure she comes across as relatable and shoots most videos in a reasonably normal looking bedroom in her wonderfully furnished enormous house.
5) What criticisms could be levelled at the representation of Zoella?
Although Zoella is an amazing businesswoman, she never represents herself as particularly clever, it isn't part of her brand. Every time she made an intelligent statement on her loose women segment it was followed by a giggle to make it seem less important.
Grade 8/9 extension tasks: reading and response
Read this Telegraph article introducing Zoella from a parents' perspective. Why does the article suggest Zoella is a positive role model for young women?
Read this Telegraph article on Zoella's success. How does Zoella's success reflect the changing nature of media industries and how brands connect with audiences?
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