Zoella Flashcards
Who runs the world?
Chatty colloquial language
“Little nuggets of wisdom”
“Absolutely bossing it”
Female empowerment
“Encourage and support our fellow females”
Parasocial interaction
“I learn an awful lot from those who read, watch and comment on my social media channels’
Intersexual references
Beyoncé and little mix
What’s in my travel bag
2018
2018 video
Mise en scene of feminine bedroom culture
Direct address- “as you may or may not know”
Confessional narrative- “I get really bad trapped wind” “I looked absolutely ridiculous”
Parasocial interaction to promote brand
Website
Images: diversity of models to encapsulate audiences
“Snog, marry, avoid, skincare!”- young audiences
“Does anyone else feel like”
“Us too” - Parasocial interaction
Good and glittery logo- luxury, feminine, aesthetic, modern
Zoella- “we”- she is a brand
Social media references
Personal: zoesugg 9.2million
Professional: zoella 1.1million
Parasocial interaction- 35 million views on pregnancy reveal
Zoesugg page- personal opinions
“Naturally as I have got older my audience have too”
“Our demo graphic is women aged 25-35”
Representation
Simulacra- idyllic life with minimal problems
Mental health problems are normal
Girls must be feminine
Women are powerful (taboo topics)
Stereotypical heterosexual couple- “alfie had to carry my bag”
Industry
-does not belong to MNC: multi network channels, instead A-Z creatives (owned by her)
Originally belonged to Style Hall MNC
Advertising standards authority- regulate online ads
-she has faced controversy for failing to mention her sponsors
Self regulated- reported by audiences “tranny” “chav”
Context
Social context- controversy surrounding £50 calendar and ghost writer
Economic context- sponsors and monetisation, diversification (merch)
Furlough controversy
Historical context-
2009 “60 things in my bedroom”- first video
2011- symbiotic relationship with sparkle of glitter
Cultural context- collaboration with bloggers allows for 2 step theory
Audience
B C1 C2= ASOS, H&M, new look
Aspirer- mainstream, fashion, travel
£125 month disposable
18-24 years (tech)
Audience have grown up to have more mature content
