Zoella Representation: Flashcards
Representation-Stuart Hall
Zoella’s representation mainly consists of being approachable ‘girl-next-door’, stereotypically feminine. This has always been her identity however as her audience and fame has grown she has started showing a much more luxurious and glamorous lifestyle now, one which teens struggle to relate to. It can be seen that she reduces her audience to a traditional female stereotype. As her target audience is young they are easily influenced and would copy Zoella. Only shows ‘best bits’ - seemingly authentic representation through selection and combination.
Identity (pick & mix)- David Gauntlett
Zoella shapes the identity of her audience by promoting products which may appeal to this group. Her anxiety story is an example of her identity that can be ‘picked’ to help construct an identity. Viewers may relate to her problems and accept this as part of their own identity. Her presentable image may put pressure on young girls to look perfect all the time, for example in her vlog ‘Zalfie Apartment’ she is seen with hair and makeup done whilst Alfie looks scruffy.
Feminism- Van Zoonen
Zoella claims to be feminist and has in written blog posts about feminism however her stereotypical representation can be seen to contradict that. In her blog ‘Who run the world?’ she talks about her female inspirations, but only lists them as being ‘nice’, and ‘lovely’. This adds to her stereotypical image.
Feminism- Bell Hooks
None of the people that Zoella includes in her videos are any other identity than white upper-class. She doesn’t represent other groups, she includes a gay friend (Mark) in her vlog but this conforms to a stereotype of him as a gay best friend and presents narrow views on societal groups.
Gender performativity- Judith Butler
Zoella only presents stereotypical feminine traits to her audience. She vlogs participating in shopping and baking, and conforms to the ideals that women should always look presentable. She could be seen to be policing the idea that women should act a certain way.
