Zoella Flashcards

Question

How does Zoe Sugg create an **illusion** of reality in her video | Baking with Otti - Halloween

Answer 1

- **Para-social interaction**: the direct mode of address used by Zoella ***creates a illusion of personal, face-to-face communication*** - At the start she has a ***hair tied upon in a scrunchie, oversized jumper*** – **LOOKS NATURAL** - **Ambient sounds** = w**ater taps, whilst Otti brushes her teeth, breathing heavily** - **UNSCRIPTED NARRATIVE**, talks about waking up in the morning with he baby = makes it seem easy. She’s in high-key lighting - Ottie makes some mess - **POV SHOTS** in the supermarkets, finding ingredients = AUTHENTIC – invites us in personal settings - **Conventional narrative** - **Lughing filler sceens gives the illusions that she perfect/happ**y - House set up = tidy kitchen - **Editing = jump-cut – makes it look realistic and like we are having a conversation** *How does it **undercut** this sense of reality* - **Promotes m&s product** within the supermarket - **Lighting candles and film rain drop on window = makes it seems like a movie** - Constructed reality as being **postmodern** - **airbrushed realitiy of life, no marriage troubles, sanistised - aspirtional lifestyle** - **hyperreal representation of motherhood = seems kept together, wears a full face of makeup, a tidy house, baby doent cry or throw tantrums in her video** = shows that its **constructed**

Answer 2

- ASPIRATIONAL TRIBE: zoella is **concerned with being on trend** and with the l**astest fashion** - **C4 UK tribe** - **female audience: emotive content** = ***van zoonen - women are overly emotional/expressive*** - **we see this through her narratives.**she continues to tell us **how she feels about the problems she faces**. - target age: **13-24** - h**eavy use of insta** and youtube = social media applicabe by this age group, **light comedic tone effected and youth oriented slang** - **BC1C2**: **Partnerships built with companies** who target similar deomgraphic groups - companies who represent **high fashion at value prices**, Zoellas hous is also ideal and fun everinoment.

Answer 3

- shift in media habits: **individuals actively seeking and contributing to content** rather than passively consuming - rcognition of **amateur aesthetic of blogs/vlogs** - a sense of authencity, that content is unmediated - filming at **home**, '**real' mise-en-scene,** use of direct of address etc - youtubers constructed as **relatable**, **'real' people rather than distant stars** - **regular post and updates keep the content fresh and current** - sense of ***spontaniety*** - **openness and sharing culture** - individuals are **motivated to contribute and share for intrinsic reason** - these connections are **pivotal to the commercial success** of media in the digital age. This **fosters loyalty** from **young audeinces** whose expectation of interactive contnent are radically different from previous genrations.

Answer 4

- **perceptions of her audience over time**. - In the case of Zoella, **her consistent production of lifestyle vlogs**, beauty tutorials, and other content over the years contributes to a significant amount of exposure for her audience. Through repeated viewing of Zoella's videos and engagement with her social media platforms, **viewers may come to accept her portrayal of beauty standards**, **lifestyle choices**, and social norms as representative of reality, **potentially influencing their own beliefs and behaviors.** - Zoella's popularity and reach as a social media influencer mean that her **content can reach a wide and diverse audience**, potentially **mainstreaming certain beauty ideals, consumer behaviors, and lifestyle trends**. - Selective Exposure: Cultivation theory acknowledges that individuals may **selectively expose themselves to media content that aligns with their existing beliefs and attitudes.** Zoella's audience may consist of individuals who are already predisposed to her style of content or who are seeking out aspirational lifestyle content. - This selective exposure can intensify the cultivation effects by reinforcing existing beliefs and perceptions, **as viewers actively seek out and consume content that reaffirms their worldview.**

Answer 5

- Participatory Culture: where fans a**ctively engage with and contribute to media content**. Zoella's audience actively participates in her content by **commenting** on her videos, **sharing her posts on social media**, and c**reating fan art or fanfiction inspired by her**. - Additionally, **Zoella herself often interacts directly** with her audience through **Q&A sessions**, **live streams** - Textual Poaching: **fans actively reinterpret** and remix media texts to c**reate their own meanings** and narratives. Zoella's audience - **creating fan edits, memes, and other creative works inspired by her content** - Additionally, fans may reinterpret Zoella's messages to **fit their own identities and experiences**, contributing to a **diverse range of fan interpretations** and fan practices. - has been commonly linked with **targeting younger female** consumers (who are more l**ikely to passively buy into her aspirational status** as vlogger, millionaire and opinion leader). **Recent outpu**t however **suggests that she is 'talking' now to an older** demographic **who have grown up with her**.

Answer 6

Media texts are used as an ideological tool to **maintain this status quo and keep the working classes docile and unaware of their exploited statu**s in the capitalist system **promote their ideologies** - Zoella's **influence** in the media and influencer industry **can shape audience ideologies** a - ***While she may not overtly promote political or economic ideologies, *****her content and brand partnerships could reinforce aspects of the status quo, particularly within consumer culture** - a**lign with capitalist values, potentially reinforcing materialism and consumption as desirable behaviors.**

Answer 7

**Conglomeration** creates monopolies = 1 company owns everything - not much coemption, making more profit. - HER **CONTENT** IS NOW **SANTISED**, **PRIMARK HAUL/ STYLE HAUL** * Zoe Sugg, as **a prominent figure in the influencer** and content creation space, **doesn't necessarily fit the traditional model of a conglomerate or a monopoly.** * **However, some elements** of the theory **could apply to her influence** and **impact** within her **industry**. * For instance, **as a highly successful influencer and entrepreneur**, Zoe Sugg's **media presence and brand partnerships could potentially influence the content** landscape and **limit the diversity of voices or options available to audiences within her niche.** * Additionally, ***her level of influence*** could **shape** market **dynamics and competition** **within certain sectors of the beauty and lifestyle industry**.

Answer 8

This is achieved through: - **Youtube Ads**: she **earns revenue from ads displayed** on her youtube videos = before, didnt get adverts on youtube. - **brands/diversifactio**n: **make-up brand, was on loose women, partnered with superdrug.** - She also **promotes her husband 'pointless blogs'** ans well **as her website to get more informations** - **sponsered content**: **promotes her products** e.g. Primark initially, **now more high-end product = which generates more income** - Moreover, Zoella **capitalizes on merchandising** opportunities, including her **book**, beauty line, and **lifestyle products**, **further diversifying her revenue streams** Similarly, Zoe Sugg + Alifie push merch to give space for **product placement**. The **ZALFIE partnership** might attract audience **engagement through commentary**

Answer 9

1. **Quality and Style of Content:** * As Zoe Sugg's **popularity and influence have grown**, she may have **invested in producing higher-quality content with improved production** values. She has.. * Since she's **partnered with to stylehaul** she has **more advance quality/ better equipment**, **editing techniques**, and **collaborations with other creators or professionals** * As she is YouTube has become saturated, **she now has a more mature older audience**, **who have different interest**. = **may not have time to watch her long vlogs** = **Insta is quick access/ advance content** 2. **Monsetisation and changed focus** * When she first started, (Zoella brand) **she would promote a sponsored conten**t, brand partnerships, however **her monetisation has changed overtime as her content** * Her content is **now** (ZOE SUGGS) **subtle**, she has **strategic collaborations** and partnerships with brands that **align with her personal brand and values** = which is **likely strives to maintain authenticity** and relevance to her audience's interests to **avoid alienating viewers**. * does not really promote advertisement instead **encourage a lifestyle and age she promotes health = tries to be authentic** * **Insta act as a teaser** - she strategically focuses on platforms like Instagram, which **offer more profitable opportunities** for content promotion and engagement. * This **maximising profit** * As she employs various strategies to **ensure her content is as profitable as possible**. This may **include diversifying revenue streams** beyond ad revenue, such as launching **her own product lines, merchandising**

Answer 10

Hesmondaulgh Cultural Industries application on zoella: 1. Maximise profit, minimise risk in order to be successful = her videos are now **regulated** to **avoid getting '*cancelled*'** 2. success is achieved when a company is horiszontally/vertically intergrated = 2. **Working accross a variety of different platforms (*diversification*)** = zoe has an **app for editing**, **produces beauty** productzs and has a **book** 3. She f**ocuses on particular genres and formats** ***releveant*** for her fans = **makes them want to buy/engage more** 4. Releasing of a product - Zoella **doesnt post regular** uploead every few months so **when she does** upload it c**reates a sense of *anticipation*/making her content *rare***

Answer 11

-- Zoella's brand exhibits **both** horizontal and vertical integration **within the lifestyle and beauty industries**. - **Horizontally**, her presence spans **multiple platforms** and** product line**s, with her YouTube channel serving as the core, supplemented by social media platforms and collaborations with other brands and influencers. - **Vertically**, she is** involved in various aspects of product production** and distribution, **actively marketing and promoting her products** through online and traditional channels, and **engaging directly with her audience for feedback and insights.**

Answer 12

- online products such as blogs and vlogs can be **monetised** - The extent to which the internet + online products such as blogs have **democratised the media e.g. Bosses control their output on content** - T**he extent to which the producers of online products create or tailor content in order to deliver audience to advertises and sponsors** = e.g. ***Zoella attracts her audience, by delivering them to companies she's has partnered with/sponsors*** - **friendly, childlike persona** = **sanitised content** = make her **more profitable** - Suggs have **5mil sub** - which **demonstrates how economic factors have an influence** - **synergising with influencers** to appear **in other vlogs WITH those who are signed to *mcm*'s**

Answer 13

* is a company that works with **multiple channels** and **content creators**, consulting *towards success on YouTube* * A MCN offers support to the creator or **help with funding expensive** video creating ideas. - In **exchange** for their work, **they take a cut of the advertising.** * Advertisers who work with MCNs can pay for services including **product placement** and in **show sponsorships**, **aiming to gain repeated exposure**, c***ompared with television advertisements which are often ignored or skipped.*** **What they get in return:** * Access to marketing and promotion * Access to editing facilities * Cover song and background music licenses on copyrighted music **StyleHAUL:** * Zoella is part of stylehaul network (an example of an MCN) have 25 Billion views * Largest globalstyle community of content creators, creating style-centric programming designed for 18-34 year olds female demographic. = *part of hesmondhalughlh ideas minimising risk, maximising profit* stylehaul - influencer - audience = everyone makes money, own by big media clogmerate Zoella + Alfie is now signed to **GleenFeatures** = have more control

Answer 14

* Audience **interactivity** and **participation** * The **prosumers** - audiences **become part of the text** * **Convergence** - **online purchases through online shops & Aspiration** * **Para-social interaction** * **Lack** of **regulation** - **freedom of expression** Zoella: * **Use of Photoshop and filters** * Captioning of images - design choices and fonts * **Social and participatory media links**

Answer 15

1. **Technological Convergence Challenges:** **complicates** regulation **due to the growth of online content created by prosumers.** 2. **Regulation Complexity for Zoella's Vlogs:** Zoella's vlogs present regulatory challenges for advertising enforcement, as h**er product placements fall outside traditional regulatory bodies**' . 3. **Ofcom's Regulatory Approach:** supports self-regulation and **aims to protect youth from inappropriate content through measures like age verification and screen time limits.** 4. **ASA's Response to Digital Platforms:** The ASA adapts to digital platform challenges, addressing issues of content responsibility on platforms like YouTube. 5. **Zoella's ASA Warning:** Zoella's ASA warning highlights **the need for regulating online advertising, advertorial vlogs, and product placements on digital platforms.**

Answer 16

- Zoella's appeal is based on creating a kind, friendly, supportive community. = high-pitched voice, seems relatable. * This suggests the need to self-regulate in order to maintain this image. = trying not to be 'cancelled' = may loose sponserships * She could lose young fans because their parents don't want their children to watch videos that contain inappropriate content. * Also, she could lose sponsorship deals. Zoella self-regulate herself by: * She doesn't swear * She's careful about what she says * She doesn't talk about controversial topics = **sanitised content**-paints a happy lifestyle something that her fans should aspire to. * She wears appropriate clothing

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Zoella Flashcards

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