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A Level Media paper 2 > Zoella > Flashcards

Zoella Flashcards

1
Q

Website analysis

A

Black and white colour scheme is simple, easy to read
Lots of images to be visually appealing and create aesthetic
Connotations of femininity eg baking, beauty themes
Easy access to social media links

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2
Q

Target audience

A

Female
Aged 18-24
C2DE demographic
Mainstreamers / aspirers
Lower middle class

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3
Q

George Gerbner- Cultivation theory

A

Zoella reinforces cultivated ideas of femininity through images of fashion, beauty etc, encouraging women to conform to stereotypical notions of beauty

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4
Q

Amateur aesthetic

A

A sepcific style that a presenter follows eg basic but polished background
Intentional mistakes and jump cuts creates unmediated feel

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5
Q

Unscripted narrative

A

Suggests spontaneity and authenticity

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6
Q

Collab content

A

Work with other people eg Boyfriend does my Asos shop
Aids in construction of imagined community and other fan bases

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7
Q

Presenter POV

A

Seeing what the presenter sees eg external travel shots
Temporarily removes barrier for audience

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8
Q

High key lighting

A

Connotes happy / natural tone

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9
Q

Narrative authenticity

A

Talking honestly to the audience

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10
Q

Best friend characterisation

A

Appearing kind, caring and gentle towards the audience eg saying hello
Establishes relationship

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11
Q

Confessional narrative

A

Addressing audience with a secret eg I had to buy another suitcase
Makes vlogger seem relatable

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12
Q

Candid imagery

A

Being able to see thoughts / feelings eg talking about their day in vlog
Generates natural and authentic mode of address

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13
Q

Sanitised story content

A

Ommission of sensitive or explicit content eg bleeping out swearing
Shows Zoella is age appropriate and a good role model

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14
Q

Single camera edit

A

Enables quick production
Seen as informal

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15
Q

Codes of realism

A

Specific actions that create authenticity eg utterances such as no, no
Creates authenticity

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16
Q

Aspirational narratives

A

Narratives that the audience want to participate in eg Zoella’s vlogs of New York
Creates escapism and taps into audience desire

17
Q

How does sponsorships and adverts target audiences?

A

Mainstreamers targeted when they see value for money
Aspirers see latest trends and are kept up to date with newest products
Tagged content means that audiences can see Zoe’s opinion as well as photos of the product

18
Q

Para-social interaction

A

One-sided relationships where one person extends emotional interest and time to the other
The other person is unaware of their existence
Most common with celebrities and fans
Zoella encourages this by breaking the 4th wall, best friend characterisation and confessional narrative

19
Q

How are audiences targeted?

A

Broadened content eg merchandise, collabs, traditional media formats eg books, conventions and public appearances

20
Q

Stuart Hall- Reception theory

A

Preferred- Provides opportunity for young women to access advice, sees Zoe’s monetary gain from it as aspirational
Negotiated- Even though beauty and fashion is promoted it is also funny and entertaining
Oppositional- Promotes the ‘naturalised myth’ of feminine beauty that oppresses women and encourages them to obsess over physical appearance

21
Q

Gatekeeper

A

The person who determines what is included in their online content
Cannot fully control image because people can criticise eg over social media

22
Q

How is Zoe represented in her Dreaming of Mykonos vlog?

A

Pirveledged traveller enjoying her aspirational lifestyle, iconography such as sunset, beach, bikini etc
No smoking, alcohol etc, this is gatekeeped from the audience
Wholesome, innocent and happy character

23
Q

Multi-channel network

A

An organisation that works with channel owners
Can partially gatekeep channel owner’s products and regulate

24
Q

Online media distribution and circulation

A

Cheap or free
Global reach via social media platforms
Audience seen as prosumers as a result

25
Q

How does Zoella stay with CAP and ASA’s regulation?

A

Makes it clear when a post is sponsored eg using * for affiliated links

26
Q

Baudrillard- Postmodernism

A

The internet is a simulacrum constructing a hyperreality
Vlogs are constructed as so authentic that audiences believe they are reality

27
Q

Stuart Hall- Representation theory

A

Zoe is represented as an approachable ‘girl next door’
Over time she has become more luxurious and glamorous and become less relatable
Arguably she is reduced to a typical feminine stereotype and her audience copies this

28
Q

David Gauntlett- Identity theory

A

Zoella help the audience ‘pick and mix’ identity by promoting different products
Her struggle with anxiety may relate to audiences and help them further construct identity

29
Q

Van Zoonen- Feminist theory

A

Not particularly sexualised
Domestic role reinforced eg baking articles
Feminist articles reflect changing role of women

30
Q

Judith Butler- Gender performativity

A

Presents mainly stereotypical feminine traits to the audience eg shopping and baking
Conforms to idea that women should always appear presentable

31
Q

Jenkins- Fandom theory

A

Audiences become involved in participatory culture by being part of an online community whre they can comment, share opinions etc

32
Q

Clay Shirky- End of Audience theory

A

Zoella’s audience are prosumers because they can comment on her posts with opinions and requests that may influence future content

33
Q

Livingstone and Lunt- Regulation theory

A

Lack of regulation online
Zoella regulates her own content so there is an element of risk whether she chooses to protect citizens or give choice to consumers

34
Q

Curran and Seaton- Power and media

A

Zoella left Gleam in 2017 and is no longer part of an MCN
Set up A to Z Creatives with Alfie Deyes instead
Viewpoints are less diverse and creative but no longer as motivated by proft and power

35
Q

How is Zoella vertically integrated?

A

Works with other vloggers such as Alfie Deyes to promote each other
Forges cross-media links with other small, independent companies
Films her own videos and posts them on her channel

36
Q

How is Zoella horizontally integrated?

A

Owned by to A to Z Creatives which manages other similar brands
Not owned by a conglomerate
Produces different products across multiple platforms which maximises audience

37
Q

How does Zoella format her cultural poducts

A

Established brand identity
Typical of lifestyle genre
Mainstream, consumerist, risk free content
Zoe Sugg’s star power
More polished via MCN involvement

A Level Media paper 2 (6 decks)

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