ZOELLA VLOGS CODES AND CONVENTIONS

Vlog

A style of online video

Strongly implies self-made videos that focus on the creators personal life.

Vlogs have their own conventions that make them different to other moving image productions such as commercial, films and music videos etc

How is it used and how does this impact the audience?

JUMP CUTS

• Zoella cuts between sentences when talking to keep the video fast-paced

• This keeps the audiences attention and is more informal, creates narrative energy and more structure

How is it used and how does this impact the audience?

BREAKING THE 4TH WALL

• Zoella speaks to the camper as if the audience and her are friends

• Creates a superficial relationship, the audience feel included and directly impacted, more audience loyalty

How is it used and how does this impact the audience?

UNSCRIPTED NARRATIVE

• Zoella uses casual chat, makes mistakes and has an authentic conversation

• Shows realistic reactions and vlogs appear less strict and more like a conversation

How is it used and how does this impact the audience?

CONFESSIONAL NARRATIVE

• Zoella answers questions and is honest

• Audience feels special and understands the disclosure

How is it used and how does this impact the audience?

COLLABORATIVE CONTENT

• Zoella is filming with friend and other YouTubers such as her brother

• Expands audience and adds more variety and entertain

How is it used and how does this impact the audience?

AMATEUR AESTHETIC

• Zoella films in her bedroom with natural lighting and basic set up

• This feels genuine and approachable and therefore not overly polished

How is it used and how does this impact the audience?

EVERYDAY MISE-EN-SCENE

• Zoella films in bedroom, kitchen, on shopping trips and wears ordinary everyday clothes

• Helps audiences relate to her lifestyle and has a friendly and comfortable environment

How is it used and how does this impact the audience?

PRESENTER POV

• Zoella has camera set up, in some vlogs ‘Time out in a treehouse’ she films showing what she does from POV angle

• Audience can interpret her lifestyle from her perspective, more inclusion and viewers feel involved

How is it used and how does this impact the audience?

HIGH KEY LIGHTING

• Zoella films using light and airy lighting in her vlogs

• Connotes positivity and happiness and is welcoming and creates cohesion with these themes in the content, makes it easier to see her

How is it used and how does this impact the audience?

INVITATION INTO PRIVATE SPACES

• Zoella films in her bedroom, home environment and films with family members

• Audience feels included and comfortable in the home environment, deeper sense of intimacy and connection

How is it used and how does this impact the audience?

ASPIRATIONAL NARRATIVES

• Promotion of products and happy family environment

• Audiences desire higher social, material and personal status

How is it used and how does this impact the audience?

NARRATIVE AUTHENTICITY

• Joe’s real reactions to the TENS machine, the authenticity of the challenge and the genuine response

• Creates a stronger connection, resonates and appears more trustworthy and engaging, increasing loyalty

List of CODES AND CONVENTIONS of Vlogs:

1. Breaking the 4th wall

2. Jump cuts

3. Narrative authenticity

4. Confessional narrative

5. Presenter POV

6. Invitation into private spaces

7. Unscripted narrative

8. High key lighting

9. Collaborative content

10. Everyday mise-en-scene

11. Amateur aesthetic

12. Aspirational narratives

13. Direct mode of address

14. Personal identity

15. Audience interaction

TIME OUT IN THE TREEHOUSE EXAMPLE ANALYSIS

Narrative and ideology

• The main narrative of the vlog is Zoella going away for the weekend with her family

• They are portrayed as a happy family, reinforcing dominant ideology that this is something to aspire to

TIME OUT IN THE TREEHOUSE EXAMPLE ANALYSIS

Diary entries and product placement:

The Treehouse vlog is separated into diary entries through the use of a title page and non-diegetic music. The vlog starts this way with a shot of Zoella - head missing from shot (amateur aesthetic) - making coffee in a onesie

Her mug is clearly in shot and our attention is drawn to it on the walk - selling her merchandise

TIME OUT IN THE TREEHOUSE EXAMPLE ANALYSIS

Travelling and editing

The diary technique is used throughout the vlog and non-diegetic music is used for the travelling sequence - to show the passing of time through time lapse photography.

Vlogs are usually in real time, this is over full weekend, so narrative time has to be reduced through editing techniques

TIME OUT IN THE TREEHOUSE EXAMPLE ANALYSIS

Setting and marketing

Settings include, her car, her house, hotel room and treehouse - the main focus of the vlog

She spends time showing us around the treehouse and hotel room - which is typical of a video diary, but also acts a marketing tool for the owners.

Also portrays an ASPIRATIONAL LIFESTYLE

Stereotypes in Zoella:

Stereotypical representations are evident in Zoella, binary ideas of gender are evident with Alfie focused in the gym and practical tasks like moving Christmas trees and Zoe on baking and shopping - thus supporting Hall’s Theory

The representations of the close knit family going away together also reflects dominant ideology.

Does Zoella deliberately use stereotypes?

These stereotypical representations are not used to make one group more than the other - they are just representative of Zoella’s ordinary life.

As she has an aspirational audience though, she could represent something many would find unachievable.

Self representation

The rise of digital and new technologies have offered a range of opportunities for audiences to represent themselves. Eg prosumers

Websites, blogs, vlogs, social media and YouTube allows users to represent themselves and regularly update this representation.

But as vlogs follow real life the audience and the vlogger change together.

Self representation based on others:

The choices we make relating to the image we upload, what we were and how we construct our self representation acts as a form of communication based on how we want people to view us.

Zoella and Self-Representation

Zoella’s self representation is seen as ‘authentic’ however it has been carefully constructed and manipulated. She has chosen was to share an disclose and what to withhold - she is HER OWN GATEKEEPER

Zoella and Gauntlett:

Gauntletts ideas of contemporary texts demonstrating more diversity is not reflected in Zoella as representations in her vlogs are straightforward and more like older texts

Zoella and Curran and Seaton:

Zoella is an independent media brand created by one person - the internet allows for this kind of development, potentially leading to more diversity and creativity in media products - so going against Curran and Seaton

However influencers make lots of money so could be driven by profit

How did Zoella start out and what changed?

Like most bloggers and vloggers, Zoella started out independently but needed to link up with multichannel networks to create revenue and grow her brand

What does the Zoella brand represent and what sites do they populate?

The Zoella brand represents an independent media brand that cover all areas of production and distribution. She works with a fairly small team.

The Zoella brand populates a range of social media platforms and these are usually owned by big conglomerates.

Feminist representations seen in ‘Too Many Treats and Too many Tears’

• Women as productive and empowering

• Zoe as a successful businesswomen

• Using business terms and promoting women as being able to be businesswomen in a male dominated industry

• Clips of meeting and ‘authentic’ representation of women in the workforce

Patriarchal and Heteronormative representations seen in ‘Too many treats and too many tears’

• Alfie goes out to play golf - make identities as more dominant and sportier. Typical ideas of masculinity

• Heteronormativity- typical marriage dynamic portrayed as authentic

• Wears makeup through the vlog and is seen putting it in in close ups - challenges feminism and suggest women have to focus on appearances.

• References cooking and preparing - women in a stereotypically domestic role.

Which demographic group do Emotive Content, Trends and Social media target?

Emotive content - GENDER - The vlog uses narratives that engage in the subject matter emotional - Zoe continuously tells us how she feels about a problem she faces.

Trends - GENDER, AGE AND SOCIAL CLASS - Zoe is concerned with being ‘on trend’ constantly chasing the latest fashion

Heavy use Instagram, Snapchat and YouTube - AGE

Which demographic group do Slang, Partnerships and Confessional tones target?

Use of Youth Orientated Slang - AGE

Partnerships with high street brand such as H&M and ASOS who represent high street fashion at value prices - SOCIAL CLASS AND GENDER

Confessional tone - GENDER - intimate and creates a relatable female character

Which demographic group do Ideal house, Job and a deliberate amateur aesthetic target?

Zoe’s house represents an idea, youthful environment full of fun and socialising - AGE

Vlog style represents ideal job fans can aspire to - AGE

Deliberate amateur aesthetic that suggest authenticity- AGE, GENDER AND SOCIAL CLASS

Which demographic group do a passive presentation, commentary and comments in vlogs target?

Quiet, passive presentation style - GENDER - fits with the target audience expectations and female presenter stereotypes

YouTube commentary to create intimate relationship with audience - SOCIAL CLASS, AGE AND GENDER,

Comments from fans showcased in vlogs - SOCIAL CLASS, AGE AND GENDER

Which demographic group do Miss en scene, Presenters and Ideak beauty target?

Mise en scene employs a colour palette that emphasises pastel colours - GENDER

Youthful co-presenters - AGE

Presenter constructs a version of ideal beauty with high stylised, lots of makeup and pays attention to costume - GENDER

Which demographic group do Standard English, Brand driven outlook and Partnerships attract?

Mostly uses Standard English mirroring lower class values and educational background - SOCIAL CLASS

Wardrobe choices and hairstyles reflect a brand-driven outlook - GENDER, AGE AND SOCIAL CLASS

Partnerships and activities foreground a concern to be a ‘social butterfly’ - SOCIAL CLASS, GENDER AND AGE