Zoe Sugg Flashcards

Flashcards covering key vocabulary and concepts related to Zoe Sugg's online presence and media influence.

Multimodality in online media

Hypermodality of blog and vlog.

House style and brand identity of Zoe Sugg

Evolved from Zoella (home-made teenage fairy light girl) to Zoe Sugg (more professional and mature with corporate branding).

Codes and conventions of vlogs and blogs

Communicate meanings through visual codes (symbols, logos, iconography, typography, color, images) and technical codes (image choice, shot types).

Language and mode of address in Zoe Sugg's content

Friendly, personal, and inclusive, sharing secrets/confessional parasocial interaction, creating an amateur aesthetic of an 'ordinary girl' star persona to feel familiar.

Impact of developing technology on media language and relationships with audiences

'Pioneer' first generation of online user/prosumer.

Content characteristics of Zoe Sugg's online media

Personal, domestic, consumerist, and monetized.

Audience demographic for Zoe Sugg

Majority is 25–35-year-old women; 75% of audience are 18–35 year olds and 90% female.

Cultivation theory (Gerbner)

Messages resonate with audience experience.

Ways to attract and reach audiences

Collaboration videos, opportunities to interact with audiences and encourage participation, for example public appearances.

Fandom (Henry Jenkins)

Longevity of fans’ relationship enhances authenticity and interaction.

'End of audience’ theories (Shirky)

Profound effect of Web 2.0 on relations between media and audiences.

Prosumer

Zoe Sugg is a prosumer; her audiences ‘speak back’ and interact as part of the Zoe Sugg community, influencing content produced.

Self-representations in identity theories (Gauntlett)

Representations as ‘real’ – constructed authenticity; accessible and relatable ordinary girl next door; ‘charismatic big sister to learn from and have fun with’.

Theories of gender performativity (Butler)

Reinforces ideologies of traditional gender roles. ‘Femininity’ constructed through appearance, relationships, vulnerabilities, domestic sphere, homemaking, baking and now motherhood.

Theories of representation (Hall)

Stereotyping – emphasis on fashion and everyday makeup routines constructs a consumerist feminine aesthetic and reinforces conventional white Western beauty ideals.

Impact of the internet on content creation

Enables the commercial potential of new platforms. Power in the hands of amateur content creators; democratized internet platforms.

Economic context for Zoe Sugg

Monetizing is major incentive. Income generated through sponsorship, partnerships, advertising, collaborations, and affiliate links.

Multi-channel networks (MCNs)

Generate revenue, contracts, technical expertise and legal guidance/protection.

Cultural Industries (Hesmondhalgh)

Democratisation radical potential now overtaken by commercialism?

Regulation (Livingstone and Lunt)

Self-regulation responsibilities to keep audiences safe and to keep advertising revenue; YouTube Community Guidelines; ASA and CAP codes of conduct.

Economic context of online media products

The monetising of online media products through sponsorship and advertising.

Social/cultural context of Zoe Sugg

Mainstream, White, middle-class, English; traditional heteronormative family values; raises awareness of physical, mental and sexual health and wellbeing for women.