Zoella

Language

1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?

Zoella is a YouTube sensation who is a vlogger. She has 11.6 million (2019 November.)

2) What is convergence?

When two or more media forms meet in one.

3) What are Zoella's videos about? Find five video titles and write them here:

there are mostly about make up 

•  Huge summer Primark haul
•  Testing weird beauty products with Mark
•  My travel anxiety tips 
•  March favourites 2018
•  My everyday winter make up 

4) What are the codes and conventions of vlogging videos?

•  A question for the Video 
•  writing on the screen
•  Quirky music
•  Lots of cuts ( jump cuts)

5) How does Zoella use media language choices to create her online identity? Write about Zoella's use of mise-en-scene (CLAMPS) - particularly costume and make-up.

She uses mise-en-scene in her videos which makes it media style.

•  Costume - she always wears a different costume in her videos. 
•  Lighting - The lighting in her videos are always bright.
•  Actor - She is always in her videos and sometimes has a special guest.
•  Make-up - She always wears make-up as that's what she promotes and what she makes vlogs about.
•  Placement - most of the time she sits at her desk or her bead.
•  Setting - her videos are always set in her bedroom.

Industries

1) How does Zoella make money? (You might want to read this Heatworld feature for more on this.)
She makes £4,000 on adverts.

£20,000 on promoting products.

£455,000 in sales

£100,000 in advance before products hitting shelfs.

2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is someone who influences peoples on the social media.

Zoella is one of them as she tells influences people in buying make-up. 

3) Why do companies want to place their products in Zoella's videos?
Companies do this as she is a big make-up Youtuber and so many people view her videos so it is a easier way to promote their prodcuts.

4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
They are important as they can creat a bigger fanbase.

5) How has Zoella moved into a more traditional media landscape in recent years?
She has been doing videos on make-up which reinforces the steryotype of women dressing and looking a certain way.

Audience

1) Who is the target audience for Zoella's channel?

Teenagers mainly female audience.

2) How are audiences encouraged to participate in or feel part of Zoella's brand? 

They can buy the products she promotes in her vlogs.

3) What audience pleasures are provided by Zoella's videos and associated products?

Diversion and escapism as it takes the audience out of their world and gives them something to do and relax.
Social interaction because it feels like the audience build a personal relationship the youtubers, etc.

4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?

Preferred (people who love Zoella):
Oppositional (people who hate Zoella):

The preferred reading would be that Zoella is a modern female doing what she wants to do and entertaining people. 

The oppositional reading would be that Zoella is a bad influence on young females and reinforcing that females have to look and dress a certain way. 

5) Why has Zoella been criticised by some people?

• She was filming whilst driving her car
• She was posting social media posts mocking gay people and chavs.(2009-2012)
• Vloggers have generally been criticised on making £20,000 a month by promoting products which is a bad influence on young people.   

1) What is your opinion on this debate - is Zoella a positive role model for young women?
No, because she reinforces the stereotype of females dressing and looking a certain way which pressurises them. 

2) What representations of women are provided by Zoella?
Looking and dressing a certain way:

• Look pretty by putting make-up on-beauty standards.
• She wears dresses and skirts
• Most of her clothes are bright coloured
• She is 'stylish'

3) What representations of celebrity are provided by Zoella? Is a self-made YouTube celebrity more authentic or positive than a traditional music or TV star?
A self-made YouTube celebrity is more positive as they are more closer to an audience than what a traditional music or TV star would be because e their life's are all about luxury and glamour.

4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?

She represents herself as promoting make-up products. This is a media construction designed to make products so she can make money. 

5) What criticisms could be levelled at the representation of Zoella? 

That she is promoting make and that she is a bad influence on young females as she is promoting and reinforcing the stereotype of females looking and dressing a certain way.