Zoella Flashcards
Who are the 3 key theorists that apply to representation and Zoella?
- David Gauntlett
- Stuart Hall
- Judith Butler
How can Judith Butler be related to Zoella?
- Very gender specific content that reinforces female stereotypes and upholds a traditional feminine aesthetic (emphasis on fashion and beauty)
- Conforms to gender roles/construction (hosting parties, cooking, etc.)
- Make up tutorials - reinforcing western beauty standards
How can Stuart Hall be related to Zoella?
- Vloggers decide what they share and withhold
- The gatekeeping function they perform therefore has a significant influence on the persona they construct
How can David Gauntlett be related to Zoella?
- Use Zoella as a resource for constructing our identity
- The narratives and diversity of lifestyle that Zoella shows in her content allows viewers to think about the person they want to be
What are the 3 key theorists that apply to audience and Zoella?
- George Gerbner
- Henry Jenkins
- Clay Shirky
What is meant by a prosumer?
The idea that audiences are no longer passive, they are able to ‘speak back’ and interact with content creators
What is a conventional camera technique?
Single camera set up, medium close ups, direct address, filmed by the vlogger themselves
What is the link between parasocial interaction and Zoella?
Zoella will often break the fourth wall and directly address the audience which could promote the idea of a ‘friendship’ between Zoella and her subscribers. She also promotes audience engagement by saying things like “leave a comment below”
How might Zoella use intertextuality?
References to make up products, films, TV shows, brands, other content creators and parts of pop culture
What is a collaboration?
Cross brand promotion between 2 content creators
What is Zoella’s original social media platform?
Youtube
What is the context of Youtube as a distribution platform in terms of ownership and funding?
- Owned by google
- Purchased for $1.65 billion in 2005, a year after its launch (shows its success)
- 300 hours of footage are uploaded to Youtube every minute
How has Zoella tried to move away from the power of large conglomerates?
She was originally attached to a management company, however her and Alfie launched their own creative agency called A-Z Creatives. This allows them to manage themselves without influence of a large media conglomerate
How do content creators usually make money on Youtube?
Through advertising revenues. The types of ads seen on Youtube videos are: display ads/barriers, video ads and overlay ads.
What is google adsense?
The advertising algorithm used to place targeted ads on the websites of those who sign up to google services such as Youtube
