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Media Studies Comp 2 > Zoella Section (C) > Flashcards

Zoella Section (C) Flashcards

1
Q

When was YouTube launched?

A

2005

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2
Q

When did YouTube become a subsidiary? And who bought it? And for how much?

A

2006 by Google for $1.6 bn

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3
Q

How much content is watched per day?

A

1 billion hours

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4
Q

What is a MCN?

A

Multi-channel Network

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5
Q

What MCN originally owned Zoella? And how many subscribers?

A

Style Haul
200 million subscribers

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6
Q

How much is Zoella worth?

A

£5 million

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7
Q

What has digital convergence made easier? and harder?

A

Production, making it low risk
Bypassing gatekeepers

Regulation

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8
Q

Name 3 ways she creates her ‘best friend’ characteristic.

A
  1. Everyday mis-en-scene
  2. Amateur aesthetic
  3. Unscripted narrative
  4. Inclusion of editors mistakes
  5. Invitation to private spaces
  6. Direct mode of address
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9
Q

What does her direct mode of address help to create? theory?

A

A parasocial relationship/interaction
This allows audiences to take part in talking back in her comments, a part of Shirky’s theory.
It also allows them to feel a sense of inclusion, fandom by Jenkins.

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10
Q

What is demonetization? and what can you get demonetized for?

A

Demonetization is the act of a video not allowing a creator to make money as it has shown, said or presented something against the YouTube community guidelines.

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11
Q

Who regulates online media?

A

ASA - Advertising Standards Agency

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12
Q

What are some YouTube community guidelines?

A

no sexual content
no graphic content
no harmful or hateful speech
no copyright

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13
Q

What states that sponsors must be clearly signposted?

A

CAPcode

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14
Q

What cultural industries does Zoella work across?

A

Book Industry - Girl Online trilogy and The Magpie Society 1 and 2
Cosmetics Industry - Zoella products
YouTube - Zoe Sugg 5mil Zoella 11mil

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15
Q

What problem arose about her book?

A

Hired ghostwriter, Siobhan Curram, and paid her £12,000.

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16
Q

What is Zoella’s audience?

A

Female
10-14
E grade (NRS data)
Mainstream (Primark, baking)
Aspirers

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17
Q

Why are parents important to please?

A

They are a secondary gatekeeping audience and can have some control in whether their child sees her content or not. So she has to stay sanitized and child friendly most the time.

18
Q

How many copies did Girl Online sell in its first week?

A

78,000

19
Q

What video can you refer to to reference the best friend characteristic? facts?

A

Boyfriend vs Brother
14 million views
Released in Jan 2016

20
Q

Give me 2 examples of parasocial interactions.

A
  1. Video Boyfriend vs Brother
    Shannon Flynn comments ‘I’ve been looking forward to this. You guys are so funny together’
  2. Post from FEB 14th 2023, a picture of her and Alfie with Vanshika commenting MY YOUTUBE PARENTS
21
Q

Name one advert Zoe has done.

A

Gingerbread Fairy Light Cupcakes an advert for Waitrose

22
Q

Name 5 representational theorists.

A

bell hooks - intersectionality
Van Zoonen - Spectacle & Behaviour
Gauntlett - Pick’N’Mix
Hall - Stereotyping
Butler - Gender Performativity

23
Q

How does Van Zoonen’s theory apply to the Gingerbread Fairy Light Cupcakes video?

A

Behaviour - women belong to the home and domestic
1. setting in kitchen
2. costume of apron
3. gesture codes familiarity
4. lexical choice ‘lovely’

24
Q

How does Gauntlett’s Pick’N’Mix theory apply to the Gingerbread Fairy Light Cupcakes video?

A

She is challenging his theory as she is a modern idol and is not appearing as diverse.
No diversity, Alife is heard but not seen helping.

25
Q

How does bell hooks’ intersectionality apply to the Gingerbread Fairy Light Cupcakes video?

A

Zoe is doing nothing to fight patriarchal control. To bell hooks she is not being discriminated other than gender as she is white and upper class.

26
Q

How does Judith Butler’s Gender Performativity apply to the Gingerbread Fairy Light Cupcakes video?

A

Zoe follows traditional roles set out for women, casting no men star in the video.
Not challenging modern representations, representing a 30s and 50s view of a woman.

27
Q

How does Hall’s stereotyping apply to the Gingerbread Fairy Light Cupcakes video?

A

Housewife stereotype
She is seen to be calm and relaxed, gesture codes and lexical choice of ‘lovely’.
Iconographic (Neale) setting of the kitchen.
Costume - presentable

28
Q

Name 2 ways Zoella’s website appeals to mothers.

A
  1. informs you of the read time for each article.
  2. displays images of her baby dressed as a snowman
29
Q

Why would you say Zoella’s website audience are affluent?

A

Title - 15 ways to get your Camembert fix this xmas
Within the hypermodal listicle a sex toy called ‘The Poet’ is marketed at £129

30
Q

What did she create in collaboration with boots? What did this allow her to do? theory?

A

An advent Calendar costing £50
It allowed her to work across cultural industries (Hesmondhalgh)

31
Q

Within the Gingerbread fair light cupcake video, how do we see that Zoe is middle class and affluent?

A

She uses a kitchen aid which hers is retailed at £399 from John Lewis.

32
Q

What advertising did Zoella get called out for? And who by? when was it posted?

A

A posed picture with Alfie to Instagram stories in July 2019.
‘Lot of you have been loving the dress I’m wearing in my recent photo’
Got in trouble with the ASA (advertising standards authority)

33
Q

What did Zoella do to avoid breaking the CAPcode made by the ASA again?

A

In her ‘Gingerbread Christmas Light Cupcakes’ video sponsored by Waitrose in the title of the video she displays that it is an AD and tells us for the first 30 seconds of the video how she is collaborating with Waitrose.

34
Q

Give one example of textual poaching of Zoella. theorist?

A

Stayygold fan art on Deviant Art website. A drawing of Zoe.
Henry Jenkins’ Fandom theory.

35
Q

What is a second video you can talk about that challenges Gauntlett’s theory of pick’n’mix? what other theorist could you involve here?

A

‘A very homey weekend’ released in April 2022, on the Zoe Sugg YouTube channel.
Zoe represents a traditional stay at home housewife stereotype. (Hall)

36
Q

What lexical choice signifies that Zoe is represents a housewife stereotype? theorists?

A

‘Alfie is picking up Ottilie on the way home from work, so I thought I’d get dinner ready’

37
Q

What is the video title on the Zoella channel talking about anxiety?

A

Dealing with panic attacks and anxiety

38
Q

What does the video Dealing with Panic attacks and anxiety represent for audiences?

A

Best friend characterisation
One camera set up
Jump Cuts
Amateur aesthetic

39
Q

What is the name of the commentor on the Dealing with panic attacks and anxiety? What do they say? replies? what is this an example of? theorist?

A

Missblackcat4655
‘does anyone else feeling dizzy when having anxiety?’
12 replies
Example of talking back (Clay Shirky)

40
Q

When did Zoe release her Draw your life video? And what does it allow you to talk about?

A

April 2013.
Allows you to talk about Curran and Seaton and how she is following a trend, doing something unoriginal to gain a revenue on YouTube.

Media Studies Comp 2 (6 decks)

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