media in the online age - zoe sugg

basic info? 2 points

• 35yr old youtuber and influencer active since 2009

• known for lifestyle content

what is multimodality?

multiple modes of communication expressing one message

where do we see multimodality/hypermodality in sugg’s work?

written blogs and video vlogs

how has sugg’s brand identity shifted?

shifted from zoella (homemade, teenage aesthetics) to zoe sugg (corporate, professional) to reflect older age group

how has sugg’s content expression changed? 2 points

• from written blog to magazine style online publications

• youtube channel now focused on lifestyle and parenting 

explain and address the significance of sugg’s mode of address?

friendly and personal - parasocial interaction, domestic yet monetised 

relevant media theories? 3 points

• semiotics - barthes

• structuralism - levi-strauss

• postmodernism - baudrillard

relevance of gauntlett’s theory of identity? 2 points

• zoella’s personality is a constructed self-representation

• audiences feel inspired to build their own social identity

relevance of butler’s gender performativity theory? 2 points

• zoella constructs femininity through appearance, homemaking, motherhood etc

• reinforces traditional gender roles

relevance of hall’s representation theory? 2 points

• fashion etc constructs consumerist, white centred femininity

• limited diversity reinforces ethnocentric ideologies 

economic context factors? 3 points

• monetized sponsors and ads

• internet enables commercial potential of new platforms

• technological change = democratization 

factors proving zoe sugg has the advantage of being first generation/early adopter? 3 points

• prosumer since 2009

• benefited from early youtube partnership program

• 2015 poster girl for youtube’s 10th anniversary

benefits of MCNs? relevance to sugg’s career? 2 points

• generate revenue and provide technical expertise and legal protection

• sugg left MCNs, now independent as zoe sugg ltd

relevance of hesmondhalgh’s cultural industries theory?

potential in democratization has been overtaken by commercialism

relevance of livingstone and lunt’s regulation theory?

regulation through producer choices/community guidelines to keep advertising revenue

social and cultural context regarding zoe sugg? 3 points

• mainstream, white english, middle class

• traditional hetero family values

• raises awareness of physical and mental health for women

how has zoe sugg broadened her appeal? how has this paid off? 2 points

• appearing in mainstream media eg bake off, loose women, cosmo

• 4.9 million youtube subscribers and 9.2 million instagram followers

sugg’s audience demographics? 2 points

• 18-35 yr old women majority (75%)

• 90% female

how does sugg promote longevity in her work? how is this practiced? 2 points

• shifting subject matter over time to appeal to maturing old fans and attract new audiences

• more mature content, focus on lifestyle and parenting

relevance of gerbner’s cultivation theory?

sugg’s messages will resonate with her audience’s experiences as new or expecting mothers

relevance of jenkins’s fandom theory?

fandom longevity increases authenticity and interaction

relevance of shirky’s end of audience theory?

sugg speaking to her fans as a prosumer influences the content she makes 

examples of sugg’s content? 4 points

• videos preparing for the holidays with her children

• vlogs with her friends and husband

• blog collaborating with sex toy brand lovehoney

• blogs about women’s shows and books