OSP & Videogames case study 3: Zoella

Language

Read this Marie Clare article on Zoella as an online phenomenon.

1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella is a famous vlogger who posts daily vidoes and currently overall she's on 11.6 million subscribers.

2) What is convergence?
convergence to tend or move toward one point or one another

3) What are Zoella's videos about? Find five video titles and write them here:
*flying to new york
*decorating the house with autumn decor
*chopping my hair
*Halloween madness
*best of beauty 2017

4) What are the codes and conventions of vlogging videos?
text on screen
*outakes
*jumpcuts 
 *collaborations 
* homely setting
*props
*quirky background music
 *casual clothing

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.

Zoella uses media language to create her YouTube identity in order to make her seem more of a teenager so that she is able to appeal to a teenage audience (mostly females). She does this by wearing clothes that she thinks teenage girls would wearing and overall, she tries to act like a teenage girl as well as talking about teenage problems in order to make audiences relate more to her in a way.

Industries

1) How does Zoella make money? (You might want to read this Heatworld feature for more on this.)
-Partnerships with superdrug,primark and other beauty product business's
-advertising on YouTube
-vlog tours (meet up with fans)
-books and makeups
-sponsorship   

2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is basically a YouTube vlogger. She is considered one as Zoella makes videos and posts them on the YouTube platform.

3) Why do companies want to place their products in Zoella's videos?
Companies want to do so as zoella is a very known person and they want to grab her viewers attention so they can buy there product.

4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
It boosts yourself as you collab with well known youtubers and This means that the YouTubers featured in the videos are able to gain more views and subscribers.

5) How has Zoella moved into a more traditional media landscape in recent years?
Zoella is well known in the past years for being a volgger however she has recently been interviewed in British tv shows.
Audience

1) Who is the target audience for Zoella's channel?
Young teenagers roughly (14-18)

2) How are audiences encouraged to participate in or feel part of Zoella's brand? 
Zoella persuades and shows the brand she using high standards and the audience go and buy her product.

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

Zoella is a very nice and generous person and she entertains her viewers whilst giving good advice to younger teenagers going through what zoella been already in the past.

4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?
Preferred (people who love Zoella):
A nice and thoughtful youtuber who gives great advice to others in need
Oppositional (people who hate Zoella):
-Ghost writers on her book 
-acts likes very young but she's not
-expensive products she sells to young viewers of hers 

5) Why has Zoella been criticised by some people?
Zoella has been criticized many times as she posts 'adult themed' pictures and she's inspiration to younger audiences.  


Representations

Read this Independent article arguing Zoella is a bad role model for young women.

Next, read this Independent article arguing the opposite. 

1) What is your opinion on this debate - is Zoella a positive role model for young women?
Zoella is a good role model this is because she tells the audience that certain products that she gets are good and the other products she does get may be not right.As a over view she tells the audience what is right and wrong for their.

2) What representations of women are provided by Zoella?
She shows that any women can try the best to be well known and live a better lifestyle like herself.

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?
Zoella has self made her own youtube channel which has successfully gained a lot of subscribers and viewers and she's also been the top 40 best beauty blog in 2014.

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

Zoella presents herself as successful and well known individual by her youtube and other social medias.

5) What criticisms could be levelled at the representation of Zoella? 
One major critism is her filming whilst driving a car(2014) which is very dangerous.