Zoella

Question 1

Context: postmodernism

Answer 1

exists within a postmodern society
content is simulacra and hyper-real
boundaries between reality and simulation are indusitinguibale online.
zoella is the simulacrum of Zoe Sugg

Question 2

ML&R: Consistentency

Answer 2

as the brand has grown she has retained the same use of media

Question 3

ML&R: Identity and Performativity theory

Answer 3

ZOella projects an image of ‘confident, successful and assertive woman’ (pro) and yet paradoxically she does through trad gender stereotypes (anti)
She repeats oppressive gender norms through her ‘performance’.
However she is entrepreneurial and successful independently (anti).

Question 4

Industry

Answer 4

Commericialisation is a key element of her brand and career. Her mainstream youth fanbase
She is an endorser of products, including her own; synergy with Superdrug
shown through hauls and reviews (P+M industires)

Question 5

Audience: End of Clay Shirky

Answer 5

specialised audience who are both consumers and producers. these prosumers are instrumental in marketing and sharing products. Now commercialised as a lifestyle brand. the ‘zoella’ channel ensures this fandom engagement is sustained.

Question 6

Audience: identity theory

Answer 6

a key appeal for audience members are induoviudals as a sense of personal connection is established she actively responds to her followers.

her functions as. a role model, informally connected to her fans, whilst also being in a position of authority. ‘older sister’ ‘resource’. her mode of address is informal advice giver and leader