Zoella

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  • Zoella
    • Media lnguage
      • Ideology
        • Femenism
        • Sexuality
        • Animal rights
        • Individualism
        • Family values
      • Examples:
        • Uses the conventional code of a logo at the top of her homepage, connoting that she id more of a brand rather than a person.
        • Lexis of 'pyjama picks' in website article creates a friendly tone through its alliteration.
        • 2 different Instagram sites, one says 'Business' the other 'personal site', further reinforcing the idea that she is a brand.
      • Intertextuality
        • 'Justin Beiber pranks me' - music reference.
        • 'Addicted to Pokémon go' - pop culture reference to gaming
    • Representation
      • Binary opositions
        • White British vs. Marginalized minorities
        • Past vs. Present
        • Natural vs.Artificial
        • Domestic vs. Professional
      • Gender
        • Strong and independent in 'who runs the world?'
        • Reinforces conventional beauty ideas for women. As well as gender roles in her lexis of 'house making'.
      • Self- Representation
        • Have control over how they are represented
        • Able to edit so some of the authenticity is lost.
      • Ethnicity
        • Little to no representation
          • As main theme is beauty, creates a stigma that they cannot me considered beautiful in mainstream media.
    • Audience
      • Female
        • Colour codes of pink and pastel
        • Focus on Beauty and fashion, stereotypical interests of girls.
      • 9-15
        • No use of explicit language.
      • ABC1 - Upper and middle class
        • Expensive merchandising (eg. mug that costs £18)
        • Classist tweets
        • Fans attend her expensive meet and greets
      • Fandom
        • Cultural bricolage
          • When fans read a text and take away the elements that are pleasurable to them.
        • Definition: Fans movement from spectator culture o participatory culture.
        • Fanfiction
          • Zoella and Alfie generally authorise fan fiction unless it involves ****** themes as this does not conform to their family values.
      • White
        • No reperesentation of ethnic minorities.
    • Industry
      • MCN's
        • Multi Channel Networks are a company that works with multiple channels, through consulting and assisting.
        • Style Haul is the one Zoella uses
          • Multi Channel Networks are a company that works with multiple channels, through consulting and assisting.
      • Regulation
        • YouTube flags and age restricts inappropriate videos.
          • Disagreements on what's inappropriate as well as content creators trying to maintain interest in videos
            • Livingtone and Lunt theory
      • Makes $14,000 per sponsored post
      • Large hauls for brands that she gets revenue from eg. colab with BOOHOO showed a 17% increase in sales
    • Context
      • Sugg featured on the 2014 single "Do They Know It's Christmas?" as part of the Band Aid
      • criticism during November 2017 after releasing a 12-door £50 advent calendar
      • Started youtube when it was only just gaining popularity
      • Ambassador for MIND and NCS

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