Zoella Flashcards
How can Banduras Media Effects theory be linked to Zoella?
Zoella injects messages into the minds of a passive audience, for example Zoella’s constantly made-up appearance injects the message that females should look a certain way into her viewers passive minds.
How can Baudrillards theory of Postmodernism be linked to Zoella?
Zoella promotes consumer culture
Vlogs reinforce hegemony - relationships, conforms to stereotypical femininity
How can Bell Hooks’ Feminist Theory be linked to Zoella?
Zoella subverts the conventional woman by having her own successful business - feminism, ending patriarchy
BUT - she contributed to patriarchy by staying at home, being dependent on men etc
How can Gauntlett’s Identity theory be linked to Zoella?
The young audience may take aspects of Zoella’s identity and use them to build their own identity
Bc of parasocial interaction - viewers feel they can identify with her
George Gerbner’s Cultivation Theory and Zoella
The more her audience see the representations of Zoella’s perfect life and relationship, the more they will believe them to be true.
Stuart Hall’s Reception Theory and Zoella
Preferred reading - Zoella cares about her relationship with her fans and takes their comments into consideration
Oppositional - Zoella does not care about her relationship with them and only acts like their friend to maintain viewers and make money
Livingstone and Lunt and Zoella
YouTube is Zoellas main platform = struggle of regulation vs giving consumers choice
However, Zoellas videos contain sanitised content
Shirky ‘End of Audience Theory’ with Zoella
Zoellas parasocial interaction with her viewers reinforces the ‘end of the audience’ because viewers now have input into what Zoellas vlogs are about - comments, shares, tweets etc
How can Van Zoonens Feminist Theory be linked to Zoella?
‘Zoellas appartment’
Zoella conforms to stereotypes with her hair and makeup
Feminine topics - baking, decorating
- Alfie = strong, been to the gym
What is virtue signalling?
The act of posting online content which shows a person is good and virtuous ( having high rural standards)
What is an example of virtue signalling with Zoella?
‘Anxiety - The Update
What is the targeted gender of Zoella’s vlogs, blogs etc ?
Females predominantly
BC videos are about stereotypically interested in makeup, fashion and relationships= all in her videos
Emotive content - ‘Reacting to Zalfie Edits’ video
What is that age of Zoella’s target audience?
13-24
13+ because young people are starting to use technology more
Sanitised content
What socio-economic group is Zoella’s work targeted at?
B - middle class groups - bc of expensive products that she promotes alongside E bc students are her main audience - young girls aspire to be like her
What are the psychographics of Zoella’s audience in terms of lifestyle?
Single people, young couples, heterosexual
Psychographics - activities and interests
Makeup, fashion, stereotypically feminine
Psychographics- psychometric grouping
People who like superficial things such as makeup and fashion and who care about their appearance.
Alongside aspires, politically apathetic and mainstream people
Psychographics - Youth tribe
Zoella is concerned with being ‘on-trend’
Zoellas vlogging lifestyle also represents the idea of life choices
What mise-en-scene is often found in Zoella’s videos, such as the ‘Full Face Of Gloss’ video:
Fairy lights, plants, pinks, blues on bedding etc
In what video can Zoella be seen as the homemaker, stereotypical woman, traditional role of a woman?
‘Getting Organised For Christmas’
How old is Zoella?
27
When did Zoella start blogging?
2009
When did Zoella start YouTube?
Later on in 2009
What was Zoella named as in 2013, and who by?
‘One of Britain’s most influential tweeters’
The Telegraph
Who was she an ambassador for from 2013?
National Citizen Service
When was her novel ‘Girl Online’ released and how many books does she have in total?
2014
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What is Sanitised Story Content?
Content that avoids controversy, bad language or material that may cause offence
Single Camera Edit
A production filmed with just one camera, usually very quickly
Narrative currency
Stories that are updated and that discuss things that are recent
Codes of Realism
Technical, narrative or symbolic devices that are suggestive of the real world
Aspirational Narratives
Stories that inspire audiences to want a particular lifestyle or to change their behaviour in some way
Jump cut
An editing technique that cuts material from single takes, giving the effect of jumping forward in time
Breaking the fourth wall
Where the presenter addresses the audience directly
Candid imagery
Photos that aren’t posed
Unscripted narrative
Improvised moments in narrator dialogue
Collaborative content
Where vloggers make co-productions
Amateur aesthetic
A deliberately non- professional filming style
Everyday miss-en-scene
Using costume, makeup and sets that appear natural
Presenter POV (point of view)
Seeing what the presenter sees
High-key lighting
A lighting style that eliminates shadows
Invitation into private spaces
Filiming that takes place in areas usually off limits to film crews
Narrative authenticity
Story structures that deal with real life
Best friend characterisation
A presenting style that gives the audience access to details of the presenters life
Confessional narrative
Giving the audience access to inner thoughts
Name 5 of the products Zoella includes in her video ‘What’s In My Travel Bag?’
Clinique Moisture Surge iPad Pro and laptop Leaf phone case from urban outfitters Medium Burberry Rucksack Zoella Beauty No Filter Needed Zip Purse
Consumer culture
Zoella promotes consumer culture by encouraging fans to buy certain products
Hegemony
Zoella’s videos reinforce hegemony because she appears as the conventional woman (makeup, stays at home)
Hyper-reality
Fans are often unaware of what is real in Zoella’s videos
- how her lied appears perfect but is not
