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Regulation
Ambassador for MIND
Figurehead for National Citizen’s Service - aims to foster community spirit
Part of 2014 Band Aid single
Openly discusses her anxiety and panic attacks
Became fastest selling author since records began
Controversial Tweets
Criticised for promoting “dangerous” ideas of beauty and perfection
One of the causes of declining literacy among teenagers
Representation
Stereotypical feminine codes - pastel pinks, fairy lights, flowing fabrics - construct stereotypical representation of femininity
Menu bar on Zoella.co.uk includes hyperlinks “BEAUTY”, “FOOD”, AND “STYLE” - reinforces stereotypical, hegemonic representations of women as just being interested in those areas
Zoella’s gender performativity constructs a hegemonically situated and stereotypical construction of female identity - manipulating dominant ideological perspective of her target
Subverts stereotypical representations of women - open and honest about anxiety, occasionally appearing without makeup - relatable to young audience
Only white people represented in her videos - inadvertently constructing racial hierarchy and enacting symbolic annihilation
Audience
Zoella.co.uk adopts a friendly and welcoming mode of address to its white, working class, heterosexual female target audience
Audience invited to participate with Zoella - recipes and instructions for making pancakes and other foods in her picnic articles
Opportunities for audiences to interact directly with Zoella - YouTube comments and public events like VidCon
Negotiated and oppositional readings - “fuckzoella” commentator on old version of her blog
Since reinventing herself from Zoella to Zoe Sugg - conciously targeted older, still mainstream, working class female target audien
How Zoella targets the audience - Gender, Female
Emotive content - narratives that engage with subject matter emotionally, tells us how she “feels” about problems she faces
Stetrotypical female based activites in her presentation - fashion, makeup, relationships
Costume stereotypically female - female colour palette deployed in mise-en-scene
Use of pets or pet oriented references
Presenter constructs a version of ideal beauty - highly stylised, lost of makeup, attention paid to costume
Intimate confessional tone - relatable female character
Quiet/passive presentation style - fits target audience with expectations and female presenter stereotypes
How Zoella targets the audience - Age, 13-24
Heavy use of social media (Instagram, YouTube, Snapchat) - fit with social media applications most prominently used by this age group
Collaborations with other YouTubers with same age group audience
Deliberate amateur aesthetic - authenticity to this media-saturated audience segment
Everyday activities of demographic are incorporated into narratives to create connections with target audience - shopping, eating fast food, stopping at drive throughs
Fan connections showcased in uploads - fans represent real target audience
Light comedic tone effected
Youth oriented slang
Use of YouTube commentary to create intimate connections with target audience
Secondary target audience (parents, advertisers) - engaged by content that is safe in terms of sexual content and other taboo areas
How Zoella targets the audience - Socio-economic groups, BC1C2
Partnerships built with companies who target similar demographic groups - companies who represent high street fashion at value prices
Language is moderately formal - some extended language deployed with Standard English - mirror lower-middle-class values and education background
Zoella’s house represents an ideal youthful environment - a place of socialising and fun
BC1 C2 targeting allows uploads to be associated with more lucrative advertising tie-ins
Media Industries
YouTube channel homepage and blog present clear layout and clear user experience
Presents her videos and hyperreal construction of life, femininity, and identity - fantastic yet relatable world to her target audience
Binary oppositions constructed through Zoella, the idealised femininity, and Alfie , the stereotypical masculinity
Typical fashion and lifestyle channel - range of appropriate paradigmatic features
Deliberately amateurish cinematography and editing - constructs Zoella as relatable and human for her young target audience
Industry
Audience engagement maximised through algorithmically optimised aspects - YouTube’s autoplay and Zoella.co.uk ‘s “Read Next” buttons
Revenue predominantly generated through advertising and click through
Independent and vertically integrated organisation - utilises external distributors such as Hodder and Stoughton to publish her books
Motivated through profit and power
Self regulated and occasionally has ran into legal implications from he Instagram feed - found guilty of promoting brands without announcing it was paid for content