Zoella Flashcards
Postmodernism: Blurring boundaries between reality and representation
Jean Baudrillard’s concept of simulacra suggests a world where representations of reality replace reality itself.
Zoella’s carefully curated online persona blurs the line between her real life and the life she presents to her audience. Her videos often portray an idealised version of reality, mixing authenticity with artifice. While she shares personal moments, these are edited and filtered, creating a simulation of her life that resonates with her audience as “real.”
Postmodernism: self-referentiality and fragmentation
A hallmark of postmodernism is the fragmented, self- referential nature of texts.
Her content frequently references itself and the broader YouTube community. For example, her discussions of her own brand, her collaborations with other influencers, and her acknowledgments of her audience’s expectations showcase self-awareness typical of postmodernism media.
Postmodernism: intertextuality and pastiche
The use of intertextuality and pastiche involves borrowing and remixing elements from various genres or cultural moments.
Her videos draw from multiple formats - beauty tutorials, lifestyle blogs, DIY projects - without adhering to a singular narrative style. Additionally, her book series Girl Online was inspired by and contributed to the culture of influencer narratives, blending fiction and aspects of her public persona.
Postmodernism: erosion of high and low culture distinctions
Postmodernism challenges the traditional divide between “high” art and “low” culture.
Her rise exemplifies the democratisation of fame through digital platforms. By becoming a cultural icon outside traditional institutions like television or film, Zoella elevates what might traditionally be seen as “low culture” (beauty tips, hauls, vlogs) into a space of significant cultural and economic influence.
Postmodernism: hyperreality and consumerism
Hyperreality refers to the condition where the distinction between reality and simulation becomes indistinguishable.
Her involvement in consumerism, through branded products like her beauty line and advent calendars, highlights this phenomenon. Fans are encouraged to participate in a simulated version of her life by purchasing products associated with her brand, reinforcing a consumer-driven identity that blurs the boundaries between the person and the product.
Critiques of Zoella as postmodern
Her content often adheres to a conventional, consumerist narrative rather than fully embracing postmodern skepticism or deconstruction.
She operates within corporate structures (e.g., brand deals, product launches) that reinforce traditional economic systems rather than subverting them.
