Online, social and participatory media case study 3: Zoella

Language

1) Zoella is a beauty Youtuber with 12,089,211 subscribers.

2) Media convergence is the merging of mass communication outlets-print, television, radio, the Internet along with portable and interactive technologies through various digital media platforms.

3) Testing Weird Beauty Products With Mark | Zoella

    Best Friend Does My ASOS Shop | Zoella

    The Biggest Primark Haul I've Ever Done | Zoella

    My Everyday Makeup Routine | Zoella

    How To: 4 Quick & Easy Hairstyles | Zoella ad

4)costume

   lighting

   actor

   make up and props

   color scheme

   setting

   on screen writing

5) Zoellas use of makeup and costume allow her to appeal to younger teen audiences as she accessorizes and dresses like them which makes her seem relatable.

Industries

1) she makes money through pre-roll ads and through her merchandise such as books and beauty lines.

2) A Social Media Influencer is a user on social media who have established credibility in a specific industry. A social media influencer has access to a large audience and can persuade others by virtue of their authenticity and reach. This applies to Zoella as she has a hefty follower count on as forms of social media.

3) Many producers may want to put their products in her videos she is mainly followed by teens who are hard to reach out to with ads and this is the main way they can be advertised to.

4) By collaborating with other big YouTubers both YouTubers gain subscribers from each other.

5) Zoella has moved onto more traditional media forms as over the past few years she has appeared on TV shows and magazine covers and written a book.

Audience

1) The target audience for Zoella's videos are girls from the age 11-18.

2) She often uses direct language when filming often creating an involved experience for the audience.

3) Information

    Diversion

    relationships

    Identity

4) Preferred (people who love Zoella): Zoella is a down-to-earth, inspirational beauty guru

Oppositional (people who hate Zoella): Zoella is a popularity craving liar who uses ghostwriters

5) Zoella has been criticised by many about the fact that she uses a ghostwriter on her books but lied about it and made videos suggesting she was writing it herself.

Representation

1) While Zoella makes many videos on anxiety and self-image I believe most of Zoellas videos are very appearance based and one may argue that this makes young girls feel bad about their looks.

2) Zoella represents women as appearance loving people this reinforces stereotypes however she also created her own success without a man's help and this subverts stereotypes.

3) I believe that a self-made celebrity is more positive as it was chosen by audiences rather than companies and Zoella represents herself as a more down to earth celebrity.

4) I believe that at first Zoella started off showing her real self but as time progressed and she gained popularity Zoella became a self-constructed image of what her fans wanted her to be.

5) Zoella may be criticized by being called fake