Online Media: Zoella Media Language Flashcards
Introduction to Zoella
Zoella is a pseudonym for popular British blogger, vlogger, and YouTuber Zoe Sugg
Fashion and lifestyle content
2 YouTube channels; Zoella, and MoreZoella
Vlogging and blogging conventions
Conventional camera technique
Lighting
Digital convergence
Conventional camera technique
Single camera set up
Medium close up
Direct mode of address
Filmed and edited by the vlogger themselves
Lighting
Enhances the production of user generated content
Lighting equipment has become affordable and accessible
Many bloggers use ring lights to focus the audience on the vlogger themselves and to convey a sense of high production values
Digital convergence
Most vloggers film their content using their phones, which has become more and more possible due to the rise in technology and development of smartphones
This gives the filming a more shaky effect and makes it feel more personal to their followers
What is a hyperlink?
A word, phrase or image in an electronic document or webpage that the user can click on to navigate to a different part of the document
‘Summer lunch and pug walking’ video encoding typical conventions of a vlog
Hand held shots and angles add a feeling of realism and creates a feeling of authenticity.
Zoella often flips the phone so that viewers can see from her perspective which provides an intimate and exclusive look at the vloggers life and experiences
‘Leave a comment, like and don’t forget to subscribe’ - encourages interactivity
How does Zoella cross promote?
Zoe often refers to other media products in her posts e.g. artists, films, brands, celebs etc
She regularly collaborates with other social media influencers/vloggers which creates more intertextual references
Above the fold
Content above the fold is immediately visible to the user without the need for scrolling
Below the fold
Content that only becomes visible when the user scrolls down the page
Impact of digital convergence on the accessibility of the homepage
The formatting for most webpages are designed to function with a desktop.
This means that accessing from a device such as a mobile phone can result in errors and incorrect formatting
This can result in a frustrating experience
Colour of webpage
Baby pink and pastel colours suggest that Zoella is trying to target a female audience by projecting a female brand
Typography of webpage
Typography is stereotypical female handwriting
The typography is written quite quick and lazily which suggests that Zoella’s blog is a laidback reading experience.
Social media icons on webpage
Facebook, Twitter, Instagram, and YouTube logos are strategically placed on the webpage
Use of hyper-modality encourages users to access her social media content, resulting in higher followers and views across her platforms.
Search box on webpage
Enables the user to look for particular topics, which relate to the Zoella brand
Buzzwords such as fashion, makeup and beauty would all result in high volume of blogs for the user to digest
