industry Flashcards
how has the impact of technology been huge on the online media industry?
- convergent technologies such as social media, smart phones have led to the development of online bloggers and vloggers
- easy free access to these technologies allows anyone to become a blogger/blogger
how does the global and shareable nature of online media help vloggers?
-they can reach massive audiences and make huge amounts of revenue using a variety of platforms
-how many followers does Zoella have?
- 11 million YouTube subcribers
- 1.1 million instagram followers
- vlogging channel 4.5 million subscribers
how did Zoella brand herself in her early years as a vlogger?
(gender performativity, Judith Butler)
why has she tried to maintain that brand?
- branded herself as being relatable, normal ‘average girl next door’ representation
- used an everyday mis en scene to create this ‘girl next door’ branding’
- often would leave in clips that conventionally would be edited out, creates a sense of realism despite her identity being heavily constructed to appeal to the widest audience possible (Judith Butler) identity is a social construct
-had to try and retain that branding despite her being a much bigger micro celebrity
why do vloggers take advantage of MCN?
- MCN represents creators who publish content while receiving a percentage of ad revenue generated from the creators channels
- benefits vloggers because their content can be promoted to a much wider audience
- often MCNs can assist vloggers with production as they have their own team of production staff, studios and equipment
what MCN did Zoella use to belong to?
-Style Haul Network, an MCN for beauty vloggers
why would some audiences say that zoellas immense wealth has had an impact on production values of her videos?
- the monetisation has changed the focus of them
- she thinks carefully how she represents herself to audiences due to the desperate need to stay monetised and make profit
- carefully consider everything she posts to maximise revenue
what is hesmondhalghs theory and how can it be applied to Zoella?
- he believed that to maximise profit a producer should copy an existing successful format rather than make something different or original
- zoella made a spin off sister channel ‘more zoella’ to help her make more money out of her existing successful brand
why have brands turned to online advertising?
- due to the decline in traditional media products
- digital marketing adverts have doubled in last 10 years
why does zoella have a marketing appeal?
- advertisers use zoella as a brand to advertise their products because of the personal connection she has forged with her audience through her representation as ‘the girl next door’
- these connections driven by social media engagement give them a great deal of audience influence
- products that partner with zoella can gain a great deal of ‘credibility’
why do the ASA regulate online ads?
-to ensure that bloggers make it clear when they are doing a paid promotion
how does zoella make it clear she is doing a paid promotion?
examples…
- usually through hashtags like ‘soon’ or ‘sponsored’ or ‘paidforpromotion’
- she has an instragam post titled ‘paid partnership with etsyuk’
- a YouTube video ‘everyday festive glam look’ with the description including a phrase ‘this video contains paid for advertorial for benefit cosmetics’
why does zoella follow the paid promotion rules?
-she could get demonetised by YouTube resulting in no profit
when has zoella not made it clear when a promotion has been paid for?
- an instragam post of her wearing an asos dress for a paid promotion but she didn’t advertise it
- she got into trouble
how are social media pages regulated?
- not by ASA, there is not regulatory body
- social media pages have to self regulate by having rules on what audiences can post and rely on others reporting inappropriate content or algorithms
