Read this Marie Clare article on Zoella as an online phenomenon.
1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella is a You-Tuber that 'vlog's' and creates videos based on different topics and ideas.Shes notoriously known for her make-up and fashion videos.She currently holds a whopping 11.6 million subscribers.
2) What is convergence?
Convergence is the blending of multiple media forms into one platform for purposes of delivering a dynamic experience.
3) What are Zoella's videos about? Find five video titles and write them here:
They mainly consist of beauty videos (hair and makeup), challenges with friends, cooking and general advice:
-Best Friend Does My ASOS Shop
-My Travel Anxiety Tip
-Brother Does My Makeup (Shock Edition)
-Best of Beauty 2017
-Huge American Haul (Ulta Beauty, Bath & BodyWorks, Glossier & Duane Reade)
4) What are the codes and conventions of vlogging videos?
-Visual contact with the camera
-Casual Outfits
-Jump cuts
-Entertaining topics
-Consistent movement with the camera
- Interacting with the camera as if its actually some you're talking to
5) How does Zoella use media language choices to create her online identity? Write about Zoella's use of mise-en-scene (CLAMPS) - particularly costume and make-up.
C- Zoella's costumes mainly consists of casual outfits typically from the brands she advertises , also the outfits are chosen based on the seasonal period of when the videos been recorded.
L- Her lighting is always a golden/white making her videos seem very warm,welcoming and homely feeling.
M- Her make-up is always done and seems quite natural, her hair is dyed which fits into the modern trends on social media.
P- The props she uses depends on the type of video: baking: clothes; bags: make-up: her room tours include pillows, blankets, lights etc.
A- The audience includes young teenagers however more recently probably older teens from 18-20+.
S- the setting she films in is mostly her bedroom of other areas in her house, this will automatically give her videos a homely feel and make them welcoming for the consumer.
Industries
1) How does Zoella make money? (You might want to read this Heatworld feature for more on this.)
-partnerships (Superdrug// beauty products made £1m in sales)
-advertising (YouTube// Pre-roll Ads) + (Website Ads- £4,000/month)
-sponsored social media posts (Instagram)
-books (ghostwritten- £100,000 advance and made £2m in sales)
-Vlog Tour (meet and greets)
-product placement (showcase products for companies- up to £20,000)
-At peak she made £443/hour
2) What is a digital influencer? Why is Zoella considered a digital influencer?
-A digital influencer is basically a YouTube vlogger. She is considered one as Zoella makes videos and posts them on the YouTube platform also she is part of a community of friends who are also digital influencers (they use social media platforms to show content)
3) Why do companies want to place their products in Zoella's videos?
-They want to place their products in her videos in order to advertise them to her fan base. Most of her fan base see her as a beauty guru therefore any products that she uses (not really) will instantly prompt her viewers to buy it and try it out.
4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
-They are important because it widens their fan-base and views. When digital influencers collab with each other the views add up together, making them more money.
5) How has Zoella moved into a more traditional media landscape in recent years?
-She's moved into more traditional media landscape recently by publishing two books which isn't something a modern youtuber would do. Also, as Zoella has become more successful, she has made more appearances in traditional media such as TV, newspapers and magazines (e,g- Loose Women)
Audience
1) Who is the target audience for Zoella's channel?
The target audience for Zoella is teenagers and older (18+)
2) How are audiences encouraged to participate in or feel part of Zoella's brand?
She uses phrases to really engage her viewers such as "who remembers that" and daily updates on her social media allows them to have access to her everyday life.
3) What audience pleasures are provided by Zoella's videos and associated products?
Diversion- Entertaining and light-hearted, YouTube videos (bite-sized chunks)
Surveillance- anxiety and mental health
Identity- experiences of teenage life (anxiety), content seeks to reflect mainstream lifestyle)
Relationships-Zoella and audience- mode od address is like talking to a friend, makes reference to long-term fans.
4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?
Preferred (people who love Zoella): she's normal, down to earth girl who is just like her audience (gives good advice)
Oppositional (people who hate Zoella):-fake (ghostwritten work)
-acts a lot younger than she is
-ripping off her younger fans (book and advent calender for £50)
-caught driving and filming
-poor role model for women (all content is about her looks)
-hypocrisy- anxiety and appearance.
5) Why has Zoella been criticised by some people?
All of the above.
Representations
Read this Independent article arguing Zoella is a bad role model for young women.
Next, read this Independent article arguing the opposite.
1) What is your opinion on this debate - is Zoella a positive role model for young women?
2) What representations of women are provided by Zoella?
3) What representations of celebrity are provided by Zoella? Is a self-made YouTube celebrity more authentic or positive than a traditional music or TV star?
4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?
5) What criticisms could be levelled at the representation of Zoella?
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