Zoella Indusrty Flashcards

1
Q

What has happened to the vlogging industry over last few years?

A

The vlogging industry has exploded over the last few years as a result of the ‘domestication’ of technologies.

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2
Q

How is vlogging easy to product?

A

Cameras, phones, lighting and editing technologies are more affordable, more effective, and more easy to operate.

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3
Q

What has led to the ‘democratisation’ of the vlogging industry?

A

Many of the technologies used to edit and produce online products are now free, which has led to the ‘democratisation’ of the industry: anyone can have a go.

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4
Q

How are vlogs distributed?

A

The distribution is in the hands of the producers; unstandardised upload to YouTube and other platforms cuts out the marketeers.

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5
Q

What are the 4 stages of production & distribution?

A

-Development / Pre-production
-Production
-Post-production
-Distribution

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6
Q

What happens during development / pre-production?

A

-Deals with brands (via MCN)
-Collaborations/synergies

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7
Q

What happens during production?

A

-Producing content (website)
-Filming
-Writing

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8
Q

What happens during Post-production?

A

-Editing (rough cuts, basic edits)

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9
Q

What happens during distribution?

A

-Marketing
-Circulation
-Viral/‘Word of mouth’

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10
Q

Where can most of the production & distribtion of vlogs be done?

A

Most of the stages can be done at home, by one person: the producer of the text.

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11
Q

What are Multi-Channel Networks?

A

MCN’s function abit like an agency and take a cut of the profits from collaborations they establish. They can also offer help with production and financing to increase production values.

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12
Q

Which MCN did Zoella use?

A

‘Style Haul Network’. They dealt primarily with other fashion, hair and beauty vloggers.

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13
Q

What do vloggers need to do to maintain audiences and shareability?

A

They need to stay monetized, keep their brand image fresh by making changes to their media language codes.

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14
Q

Describe Zoella’s mis-en-scene?

A

Zoella started out as the ‘everyday girl next door’ and used an everyday mis-en-scene (her old bedroom). Since she became popular, and she’s had to balance the need to maintain this brand image agaisnt the need to creatre a brand that other companies want to affiliate with.

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15
Q

What has helped Zoella increase potential views and keep original followers happy?

A

Zoella has branched off with a second YouTube channel, ‘More Zoella’. This helps to increase potential views and keep original followers happy.

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16
Q

What happens if vloggers break the rules of the ASA?

A

They could be fined

16
Q

What is Zoella’s main revenue stream?

A

Advertising - vloggers do deals to work with brands.

16
Q

How does Zoe mark her affiliations?

A

Zoe marks her affiliations with a * next to the link to show she will get a share of the revenue.

16
Q

What is the main rule vloggers must adhere to?

A

They must make it clear when a brand or product mentioned is paid for or sponsored. Often you will see #spon.

17
Q

Who regulates advertising?

A

Advertising Standards Authority (ASA) which regulates both traditional and digital advertising.

18
Q

When did Zoella come underfire?

A

Zoella came under fire for influencing her audience without making her payments received clear. She has to be aware of young followers believing that certain products are essential when they are not.

19
Q

What is the only aspect of online media that regulated?

A

Advertising is currently the only aspect of online media that is regulated, though plans are gathering pace for more restrictions to be placed on online organizations.

20
Q

What is expected of social media platforms (Online safety bill)

A

Social media platforms are expected to remove illegal content quickly or prevent it from appearing in the first place, prevent children from accessing harmful and age-inappropriate content, enforce age limits etc

21
Q

What else is Zoe obligated to state?

A

She is also obligated to state the nature of these synergies clearly to the audience, so transparency is key for vlogger.

22
Q

What do individual companies set?

A

Set their own rules on what can be uploaded on their platforms, however its impossible for them to filter content prior to upload and rely on users to report offensive material.

23
Q

What was Zoella criticized for?

A

Criticized for making homophobic comments on twitter and by the police for posting a video of herself filming when driving.

24
Q

What is Zoella’s audience like?

A

She has a young impressionable audience to consider and cant afford to make a mistake as she can lose sponsorship deals and monetization of her site and brand. She must stay ‘family friendly’

25
Q

What is Zoella no longer?

A

Zoella is no longer an independent producer. She runs her A to Z Creatives company with a salaried team based in Brighton consisting of several people including an office manager, social media manager and ceative producer.

26
Q

How is her business marked?

A

Marked by her use of ‘Team Zoella’ and ‘we’ on her restyled website; she speaks as a brand not an individual as she used to.

27
Q

How do vloggers keep adding subscribers?

A

Through diversification which protects brands and makes them more money.

28
Q

How has Zoella diversified?

A

She published her first book, ‘Girl Online’ although she came underfire for using a ghost writer, ‘The Magpie Society’ and also created an Advent Calendar for Boots sold at £50.

29
Q

Curran and Seaton links to Zoella - (Driven by logic of profit and power)

A

-Vloging industry is all about making money
-She has become so monetised she has lost individuality, huge push on selling her merchandise
-Consider everything she posts to maximise revenue
-However, she deals with mental health issues, worked with charities, comic-relief bake off

30
Q

Curran and Seaton (Limits variety, creativity and quality)

A

-There is nothing overly creative in what vloggers do

31
Q

Hesmondhalgh (Minimise risk and maximising audiences and profit)

A

-Focuses on pushing her merchandise in posts because diversifying into other synergetic products helps reduce risk and increase profit
-Collaborations good way of broadening target audience

32
Q

How can it be argued Zoella challenges the idea of profit & power?

A

Zoe has dealt with mental health issues, worked with mental health charities, participated in Band Aid single for ebola hit countries and won comic relief bake off (But where there all just a publicity stunt)