zoella

Question 1

structuralism
levi strauss

Answer 1

• clear binary opps between her and alfie, repping both male and female stereotypes
• she is always done up w nice hair, makeup anf clothes, talking about baking, shopping, etc.

“HUGE summer primark hall” “full face of glossier makeup”

• he does not focus much on his appearance, often looks scruffy, goes to the gym and does sport

Question 2

postmodernism
Baudrillard

Answer 2

• internet is simulacrum and ultimate distraction from real world. vlogs are seen as authentic however are constructed in a manner that punctures the notion of the simulacrum.
• blogs are positioned as the authentic voice of their audiences; their everyday personas are arguably constructed as antidotes to contemporary celeb culture
• the media they produce isnt a realistic rep of real life and they contribute towards the construction of an imagined vlogging community which sounds like Baudrillard’s simulacrum

Question 3

rep
hall

Answer 3

• zoellas rep mainly consists of being approachable, “girl next door”, stereotypically feminine.
• this has always been her identity however as her audience and fame have grown she has started showing a more luxurious and glam lifestyle which teens struggle to relate to.
  “huge american haul” (ulta, bath & body works)
• it can be seen that she reduces her audience to a traditional female stereotype, as her TA is young they are easily influenced and would copy zoella.
• only shows “best bits”, seemingly authentic rep through selection and combination

Question 4

identity
gauntlett

Answer 4

• zoella shapes the identity of her audience by promoting products which may appeal to this group
• her anxiety is an example of her identity that can be “picked” to help construct an identity. viewers may relate to her problems and accept this as part of their own identity
• her presentable image may put pressure on young girls to look perfect all the time, e.g., her vlog “zalfie apartment” she is seen w hair and makeup done whilst alfie looks scruffy

Question 5

feminism
zoonen

Answer 5

• zoella claims to be feminist and has written blog posts about feminism “13 galvanising books every feminist should read”, however her stereotypical rep can be seen to contracdict.
• in her blog “who run the world?” she talks about her female inspiration but only lists them as being “nice” and “lovely”

Question 6

feminism
hooks

Answer 6

• none of the people that zoella includes in her vids are of any other identity than white upper class
• intersexuality, she doesn’t rep other groups, she includes a gay friend (mark) in her vlog but this conforms to a stereotype of him as a gay best friend and presents narrow views on societal groups

Question 7

fandom
jenkins

Answer 7

• consumers becoming producers, audiences produce content and become involved in participatory culture, zoella’s blogs, comments, fan events, etc.
• audiences become involved in an online community of fans, textual poaching only exists in relation to content produced by a “star”
• this is v different to traditional media where audience contribution is limited

Question 8

power and media industries
curran and seaton

Answer 8

• zoella and alfie deyes are no longer attached to any particular MCN, in 2018 they started their own agency called A-Z creatives, which means they own their brand and hire people to help them
• advantages of this mean that they control their own content and support people in their life through their job. they can also decide who works for them and when
• as their brand is a single ownership there is less risk, however viewpoints are less diverse / creative

Question 9

examples
blog post

Answer 9

“dreamy bar cart”
- uses causal colloquial language “Pinterest goals” targets a younger audience, friendly figure

• always uses the pronoun “I”, audience feels closer to her as it is more personal
• mentions stories about herself that give an insight into her personal life, connecting with her audience “that meant when i was young”
• ends with a question “..and what staples you have and use on the regular?”, encourages them to get involved and be an active fan
• links products mentioned in blog post, may be part of brand deal, readers and her fans are encouraged to buy these products, means they can be like her as an icon

Question 10

examples
vlog

Answer 10

“time out in a treehouse”

• breaking fourth wall, “you guys” speaks directly to audience, makes them feel involved in her life
• unscripted narrative, seems casual and authentic e.g., asking alfie where the dog is
• privates spaces, vlogs inside her house and in bed, audience is immersed in her private life
• sanitised story, convo is casual, no big topics, normal and non - controversial e.g., saggy eyelids and hair dying
• aspiration narrative, happy family and luxurious living, viewers idolise her and her life