Zoella

Question 1

Baudrillard

Answer 1

Postmodernism
Simulacra media’s rep of reality-
Mundane editing, removing makeup, talking about unimportant info, baking.

But this content is viewed as valuable a form of escapism and comfort, familiarity

Question 2

Examples in videos

Answer 2

Parasocial interaction - direct moa, casual language codes

Targets audience - like comment subscribe, ‘what do you guys think’
Context, collabs, q&a, unscripted?

Question 3

Audience

Answer 3

Was teenagers now 25+
ABC1 upper- middle class
Mainstreamers, aspirers, succeeders, explorers

Question 4

Industry

Answer 4

Merch - zoella beauty, home, books, app
Sponsorships - Kolten expensive furniture, ASOS - aligns with socio economic lifestyle
Commercial synergy - cross promotion of products

Question 5

Economical factors

Answer 5

Preroll ads
Paid ads ‘GRWM: everyday festive glam look’ promoting Benefit
Branding - mech

Way in which zoella generate revenue posts is by personal interest OR audience demand rather than commercial considerations

Question 6

Livingstone and Lunt
+ Regulation

Answer 6

ASA advertising standards authority

CAP code Committee of advertising practice
Signpost AD so not misled

YouTube community guidelines
Suitable for young audiences?

Zoella Snapchat too sexualised??

Question 7

Levi Strauss

Answer 7

Mental health vs anxiety
Beauty routine:
Before vs after
Reality vs simulation
Public vs private - Alfie talking out of shot, work and home locations, home no makeup boyfriend, work makeup employees etc

Question 8

Butler

Answer 8

Gender performativity
‘My everyday makeup’ - dress codes

Question 9

Notion of myth

Answer 9

Addressing the audience while maintaining illusion of personal face to face communication

Question 10

Highly reflexive

Answer 10

Video plans
Talks about the lighting and colour
Camera set up
‘Meet the team’
Shows editing process