ZOELLA AUDIENCES Flashcards
(22 cards)
How does Zoella’s content fulfill different audience needs?
Viewers use Zoella’s vlogs for: Personal Identity (relatable lifestyle), Personal Relationships (parasocial interaction), Entertainment (light, upbeat tone), Information (beauty tips, product reviews). Example: “My Night Routine” provides both entertainment and ideas for self-care routines.
How can different audiences interpret Zoella’s content?
Dominant reading: Viewers see Zoella as authentic, aspirational, and helpful. Negotiated reading: Viewers like her but are aware of consumerism. Oppositional reading: Some may reject her image as fake or class-biased. Example: A viewer might enjoy her home decor vlog but be critical of its unattainability.
What psychographic groups does Zoella primarily appeal to?
Aspirers – drawn to beauty, lifestyle, and branding. Mainstreamers – enjoy safe, predictable, relatable content. Example: Her “Haul” and “Room Makeover” videos align with aspirational consumer culture.
How is Zoella an opinion leader?
According to Katz and Lazarsfeld, Zoella influences followers who then share her views within their social circles. She acts as a trusted source for beauty, fashion, and lifestyle advice. Example: If Zoella recommends a skincare product, followers may buy and endorse it to friends.
How do Zoella’s fans behave as a participatory audience?
Fans interact via comments, share fan edits, and follow her across platforms, building a participatory culture around her brand. Example: Fan-driven trends like #ZoellaVlogs or recreating her room style show engagement beyond passive viewing.
How does long-term exposure to Zoella affect audience perception?
Repeated exposure may normalize her curated lifestyle, influencing viewers’ expectations of success, femininity, and mental health. Example: Her consistently aesthetic vlogs may shape viewers’ standards for “normal” home or fashion aesthetics.
How does Zoella.co.uk address its target audience?
Zoella.co.uk adopts a friendly and welcoming mode of address aimed at a white, working-class, heterosexual female target audience. This tone helps build a sense of intimacy and trust.
How does Zoella invite audience participation through her content?
Zoella includes interactive content such as recipes and DIY articles (e.g., making pancakes or picnic ideas), encouraging fans to engage with her lifestyle.
What are some ways audiences can directly interact with Zoella?
Audiences can comment on YouTube videos and attend public events like VidCon, creating opportunities for real-time feedback and parasocial relationships.
What are examples of negotiated or oppositional readings of Zoella’s content?
Some viewers may reject the capitalist nature of Zoella’s brand. For example, criticism from the ‘fuckzoella’ commentator highlights disapproval of her commercial strategies.
How did Zoella’s audience shift when she rebranded as Zoe Sugg?
After rebranding, she consciously targeted an older but still mainstream, working-class female demographic, reflecting her maturing personal brand.
How does Zoella target female audiences through emotive content?
She often discusses how she feels about personal issues, fostering emotional connections and reflecting stereotypical female emotional expression.
How is femininity represented in Zoella’s mise-en-scène?
She uses a stereotypically feminine color palette, costumes, and references to fashion, makeup, pets, and relationships.
How does Zoella present an ideal of beauty to her audience?
She portrays a highly stylized appearance with significant attention to makeup and fashion, constructing a version of idealized femininity.
How does Zoella’s presentation style reflect gender stereotypes?
Her quiet, passive tone and confessional style create relatability and align with traditional expectations of female behavior.
How does Zoella engage a 13–24-year-old audience?
She heavily uses platforms like Instagram, Snapchat, and YouTube, includes youthful co-presenters, and reflects everyday youth experiences (e.g., fast food, shopping).
What strategies help Zoella appear authentic to younger audiences?
She uses a deliberately amateur aesthetic and includes light comedic tones and youth-oriented slang to relate to a media-savvy demographic.
How does Zoella appeal to a secondary audience like parents and advertisers?
Her content avoids sexual and taboo topics, making it safe and appealing to more conservative viewers and brand sponsors.
How does Zoella’s content target BC1C2 socio-economic groups?
She partners with brands like ASOS and H&M, uses moderately formal Standard English, and her home decor reflects middle-class aspirations.
How does Zoella’s house function symbolically for her audience?
Her house represents an ideal youthful lifestyle space—fun, clean, and aspirational, reinforcing brand appeal to her core audience.
How does Zoella’s lifestyle reflect her psychographic targeting of aspirers and mainstreamers?
Her apolitical, trend-focused content emphasizes consumerism, material success, and social status through fashion and home aesthetics.
How does Zoella represent the ‘aspirant tribe’ psychographic?
She follows trends, showcases brand-focused lifestyles, and presents vlogging as an ideal job. Her content promotes social connection and aspirational living.
