Online Media: Zoella Representation Flashcards
Who/what is Zoella?
Zoella is a pseudonym for popular British blogger, vlogger, and YouTuber Zoe Sugg
Fashion and lifestyle content
2 YouTube channels; Zoella, and MoreZoella
Zoella brand relating to femininity
Zoella’s primary focus has been make-up, beauty, and fashion
A large portion of her content compliments these ideas through tutorials - eg how to create a certain look and style
‘New Beauty Products’ video and constructions of femininity
The high key lighting illuminates her face and brings the audiences attention to her flawless makeup
This not only reinforces the nature of her channel, but also reinforces the characteristics of femininity
Details of her bedroom alludes to the idea of interior design and perfection - candles, fresh bedding etc
Iconography of her products - bath soak, makeup bag
What does relatable mean?
Someone who is a lot like you, especially in relation to the things they do or have experienced.
Have a lot in common
‘Rainy Day Pampering’ video offering relatability
She is visualised as a normal person through the content she posts on her channel; cooking, cleaning, going out with friends
In this particular video, the audience gain intimate access into her daily life - shaving her legs, doing skin care
She is seen without makeup and she makes reference to the blemishes on her face, making her relatable to the audience
‘Dealing with panic attacks’ video and relatability
Zoella often tackles topics that are seen as taboo
Her videos contain an insight into mental health issues such as anxiety and depression, which adds to the feeling of reality as these things are usually left out of the media
Shows Zoe to be revealing her REAL self
Zoella and controversy
The clean image that Zoella portrays was challenged when some tweets that she had posted resurfaced
‘Fat chav’ ‘you tramp’
This resulted in a not very popular representation for Zoe
Reality TV increasing sexualisation
Popular Reality TV shows such as Love Island are primarily based on sex and relationships, which pushes the narrative that ‘sex sells’
It appears that more and more of the public crave attention from followers and will conform to provocative methods to get this attention
Zoella representing herself in a modest way
Her demographic is young, so she may choose to represent herself modestly to suit the target audiences interests
She may want to avoid bad publicity, losing brand deals and sponsorships
Feminist Theory by Van Zoonen
Femininity is a construct that has evolved and changed over decades and now offers more positive and empowered representations within the media.
Application of Van Zoonens Feminist Theory
Zoe and the other women that feature in her vlogs are not sexualised, which is an empowered representation of women
The women in her videos are shown to be ‘family friendly’, as there is no profanity or revealing clothing
Gender Performativity by Butler
The idea that identity is performed through a set of acts
There is no gender identity behind the expressions of gender, and performativity is not a singular act, but a repetition and a ritual
Application of Gender Performativity by Butler
Zoe performs a lot of tasks repetitively in her videos, such as applying makeup, trying on clothes, cooking, cleaning etc.
These tasks are often associated with femininity, and therefore constructs her identity as female and reinforce notions of femininity
Metrosexuality
Men taking an interest in things associated with femininity.
For example, looking after skin, hair etc in a way that is typically associated with women
‘Pamper Session’ video promoting metro sexual representations
Zoellas content often presents traditional ideas of masculinity such as Alfie going to the pub with friends, or playing football
In this video, Alfie takes an interest in his appearance by doing skincare and wearing a face mask
This a trait associated with femininity, therefore presenting him as metrosexual
