Zoella Media Industries

Question 1

How has digitalisation changed the world’s media?

Answer 1

• Anyone of the public can upload media products with the need of professional help
• This is how Zoella has her following as she has risen to fame due to her vlogs and blogs on YouTube

Question 2

What effect may Zoella have on her brand if she ventured into mainstream media?

Answer 2

• May lose her identity of being ‘The girl next door’
• May receive hate as older audiences who watch mainstream media may be confused and not like the fact that a ‘vlogger’ is on TV shows

Question 3

What is multi-channel networks and how does it link to Zoella?

Answer 3

• Organisations which look after high-volume content creators regarding marketing, promoting and monetising their channels which also costs part of the creators revenue
• Zoella can be economically lucrative due to the amount of web traffic generated

Question 4

How does Zoella use media industry to its full potential?

Answer 4

• Zoella has advertisements and collabs in her vlogs which can reach wider audiences and promote Zoella and the product in the positive light
• The viewer is able to access the product via a link which will lead more people subscribing as its the same function

Question 5

How has YouTube partner programme helped Zoella progress as a YouTuber?

Answer 5

• Zoella is considered one of the most successful vloggers in the world
• Assisted by the partner programme as they help the content creators generate money through their content
• 80% of Zoella’s videos start with a mandatory advert

Question 6

How do algorithms help Zoella find her targeted audience?

Answer 6

• Relevant advertising which shows interests in browsing and watch history
• Zoella promotes cosmetics and beauty products which is the centre of her ‘lifestyle’

Question 7

How do her ‘haul’ videos help Zoella promote her style and generate income?

Answer 7

• Haul videos include her showing off clothes or items from brands such as primark
• In her haul videos they may be a ‘paid to review’ product who is shown to help promote the brand and product

Question 8

How does Livingstone and Lunt’s regulation theory apply to Zoella?

Answer 8

• Zoella’s blogs/vlogs are regulated by the advertising standards authority which means pain for content must be signed off
• Zoella has to comply to the YouTube community guidelines so all her content is family friendly
• Reduces risk of being demonetised