Zoella - Regulation
Regularly updated
Entries posted in reverse order with the latest first
More interactive than traditional media forms
Use of Hyperlinks
Navigation bar
Ability to comment on posts allowing for interaction wit the blogger and other consumers
Can be political, personal, instructional, or journalistic
Some are amateur and some are professional
Commercial and non-commercial
Wide range of topics
Popular type of blog is fashion, beauty, and lifestyle that offer insight into the bloggers life, building more intimate relationship
In recent years, digital technologies and the rise of the internet have dramatically altered the media landscape, challenging traditional understanding of the relationships between media products, producers, and audiences
The emergence of new online forms of media such as blogs, vlogs, and social media reflect a cultural shift towards:
Interaction
Participation
Connection
Collaboration - this is said to characterise the Web 2.0
Web 2.0 is also called Participative (or Participatory) and Social Web - an alternative of the past passive web
User-generated content, usability (ease of use, even by non-experts), participatory culture and interoperability (operates well with other products, systems, and devices)
A Web 2.0 website may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community
The growing cultural significance of content creators is highlighted through high numbers of subscribers and their immersion within the mass media and mainstream culture (e.g., Zoella appearing on magazine covers)
Both Zoella and Alfie Deyes appeared on the charity single ‘Do They Know Its Christmas’ in 2014, becoming the first non-music stars to appear on a Band Aid charity single
Wax figures of the YouTube were also unveiled in Madame Tussauds in 2015
Disrupted the power structures that traditionally operate within the media (Curran and Seaton)
Yet, it could be argued that the commercial potential of internet has been exploited by major corporations to consolidate their economic and cultural power
Democratised the media by enabling ‘ordinary’ users to create and distribute their own content, removing the traditional gatekeepers and allowing for greater levels of democracy
For example, all a vlogger needs is a digital camera, webcam, and access to the internet to produce content
Growth of User Generated content
The idea that there is an underlying struggle in recent UK regulation policy between the need to further the interest for citizens (by offering protection from harmful or offensive material), and the need to further the interests of consumers (by ensuring choice, value for money, ad market competition)
The idea that the increasing power of global media corporations, together with the rise of convergent media technologies and transformations in the production, distribution, and marketing of digital media, have placed traditional approaches to media regulation at risk
Advertising sex toys - parents of consumers upset as GCSE students study her and had access to the advertisement - which was deemed inappropriate
Her content is easy to access as she uploads onto the internet - very hard to regulate
If her platforms did get taken down, it is easy for her to make another channel/page/website/account
Democratisation is a key benefit of online media platforms
However, democracy comes at a price
Vloggers generate large amounts of web traffic (consumers)
This has led to the rise of multi-channel networks (MCNs) who act on behalf of hundreds or thousands of different channels
They offer marketing, promotion, and monetising techniques in return for percentage of advertising revenue
Zoella is no longer attached to any particular MCN, instead opting for independence
In 2018, Zoella and Alfie Deyes launched their own creative agency called A-Z Creatives
This will allow them to manage themselves and other talent outside of the framework of the larger conglomerates
Regularly updated
Entries posted in reverse order with the latest first
More interactive than traditional media forms
Use of Hyperlinks
Navigation bar
Ability to comment on posts allowing for interaction wit the blogger and other consumers
Can be political, personal, instructional, or journalistic
Some are amateur and some are professional
Commercial and non-commercial
Wide range of topics
Popular type of blog is fashion, beauty, and lifestyle that offer insight into the bloggers life, building more intimate relationship
In recent years, digital technologies and the rise of the internet have dramatically altered the media landscape, challenging traditional understanding of the relationships between media products, producers, and audiences
The emergence of new online forms of media such as blogs, vlogs, and social media reflect a cultural shift towards:
Interaction
Participation
Connection
Collaboration - this is said to characterise the Web 2.0
Web 2.0 is also called Participative (or Participatory) and Social Web - an alternative of the past passive web
User-generated content, usability (ease of use, even by non-experts), participatory culture and interoperability (operates well with other products, systems, and devices)
A Web 2.0 website may allow users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community
The growing cultural significance of content creators is highlighted through high numbers of subscribers and their immersion within the mass media and mainstream culture (e.g., Zoella appearing on magazine covers)
Both Zoella and Alfie Deyes appeared on the charity single ‘Do They Know Its Christmas’ in 2014, becoming the first non-music stars to appear on a Band Aid charity single
Wax figures of the YouTube were also unveiled in Madame Tussauds in 2015
Disrupted the power structures that traditionally operate within the media (Curran and Seaton)
Yet, it could be argued that the commercial potential of internet has been exploited by major corporations to consolidate their economic and cultural power
Democratised the media by enabling ‘ordinary’ users to create and distribute their own content, removing the traditional gatekeepers and allowing for greater levels of democracy
For example, all a vlogger needs is a digital camera, webcam, and access to the internet to produce content
Growth of User Generated content
The idea that there is an underlying struggle in recent UK regulation policy between the need to further the interest for citizens (by offering protection from harmful or offensive material), and the need to further the interests of consumers (by ensuring choice, value for money, ad market competition)
The idea that the increasing power of global media corporations, together with the rise of convergent media technologies and transformations in the production, distribution, and marketing of digital media, have placed traditional approaches to media regulation at risk
Advertising sex toys - parents of consumers upset as GCSE students study her and had access to the advertisement - which was deemed inappropriate
Her content is easy to access as she uploads onto the internet - very hard to regulate
If her platforms did get taken down, it is easy for her to make another channel/page/website/account
Democratisation is a key benefit of online media platforms
However, democracy comes at a price
Vloggers generate large amounts of web traffic (consumers)
This has led to the rise of multi-channel networks (MCNs) who act on behalf of hundreds or thousands of different channels
They offer marketing, promotion, and monetising techniques in return for percentage of advertising revenue
Zoella is no longer attached to any particular MCN, instead opting for independence
In 2018, Zoella and Alfie Deyes launched their own creative agency called A-Z Creatives
This will allow them to manage themselves and other talent outside of the framework of the larger conglomerates