Zoella Flashcards
How can Banduras Media Effects theory be linked to Zoella?
Zoella injects messages into the minds of a passive audience, for example Zoella’s constantly made-up appearance injects the message that females should look a certain way into her viewers passive minds.
How can Baudrillards theory of Postmodernism be linked to Zoella?
Zoella promotes consumer culture
Vlogs reinforce hegemony - relationships, conforms to stereotypical femininity
How can Bell Hooks’ Feminist Theory be linked to Zoella?
Zoella subverts the conventional woman by having her own successful business - feminism, ending patriarchy
BUT - she contributed to patriarchy by staying at home, being dependent on men etc
How can Gauntlett’s Identity theory be linked to Zoella?
The young audience may take aspects of Zoella’s identity and use them to build their own identity
Bc of parasocial interaction - viewers feel they can identify with her
George Gerbner’s Cultivation Theory and Zoella
The more her audience see the representations of Zoella’s perfect life and relationship, the more they will believe them to be true.
Stuart Hall’s Reception Theory and Zoella
Preferred reading - Zoella cares about her relationship with her fans and takes their comments into consideration
Oppositional - Zoella does not care about her relationship with them and only acts like their friend to maintain viewers and make money
Livingstone and Lunt and Zoella
YouTube is Zoellas main platform = struggle of regulation vs giving consumers choice
However, Zoellas videos contain sanitised content
Shirky ‘End of Audience Theory’ with Zoella
Zoellas parasocial interaction with her viewers reinforces the ‘end of the audience’ because viewers now have input into what Zoellas vlogs are about - comments, shares, tweets etc
How can Van Zoonens Feminist Theory be linked to Zoella?
‘Zoellas appartment’
Zoella conforms to stereotypes with her hair and makeup
Feminine topics - baking, decorating
- Alfie = strong, been to the gym
What is virtue signalling?
The act of posting online content which shows a person is good and virtuous ( having high rural standards)
What is an example of virtue signalling with Zoella?
‘Anxiety - The Update
What is the targeted gender of Zoella’s vlogs, blogs etc ?
Females predominantly
BC videos are about stereotypically interested in makeup, fashion and relationships= all in her videos
Emotive content - ‘Reacting to Zalfie Edits’ video
What is that age of Zoella’s target audience?
13-24
13+ because young people are starting to use technology more
Sanitised content
What socio-economic group is Zoella’s work targeted at?
B - middle class groups - bc of expensive products that she promotes alongside E bc students are her main audience - young girls aspire to be like her
What are the psychographics of Zoella’s audience in terms of lifestyle?
Single people, young couples, heterosexual
Psychographics - activities and interests
Makeup, fashion, stereotypically feminine
Psychographics- psychometric grouping
People who like superficial things such as makeup and fashion and who care about their appearance.
Alongside aspires, politically apathetic and mainstream people
Psychographics - Youth tribe
Zoella is concerned with being ‘on-trend’
Zoellas vlogging lifestyle also represents the idea of life choices
What mise-en-scene is often found in Zoella’s videos, such as the ‘Full Face Of Gloss’ video:
Fairy lights, plants, pinks, blues on bedding etc
In what video can Zoella be seen as the homemaker, stereotypical woman, traditional role of a woman?
‘Getting Organised For Christmas’
How old is Zoella?
27
When did Zoella start blogging?
2009
When did Zoella start YouTube?
Later on in 2009
What was Zoella named as in 2013, and who by?
‘One of Britain’s most influential tweeters’
The Telegraph
