Zoella industry

Question 1

Has the convergence of tech i.e social media, smart phones etc led to development of online bloggers and vloggers?

Answer 1

Yes

Question 2

Why has the global and shareable nature of online media meant that bloggers and vloggers can reach massive audiences?

Answer 2

Because people can share content around the world meaning these vloggers gain massive global audiences

Question 3

what was Zoella’s branding all about when she first started?

Answer 3

Being relatable, she used everyday mise en scene to create a ‘girl next door’ branding

Question 4

What does MCN stand for?

Answer 4

Multi Channel Networks

Question 5

What are MCN’s?

Answer 5

They are almost like middle man between brands and vloggers that help vloggers gain sponsors and promotion videos etc

Question 6

How can MCN’s assist vloggers in terms of video production?

Answer 6

They often have their own team of specialists i.e video production staff as well as having resources such as studios and equipment

Question 7

As well as MCN’s as Zoella has become more wealthy, would this benefit her production as well?

Answer 7

Yes, she can afford to pay entire camera crews and bts staff

Question 8

Why does Zoella have to be careful in terms of content she’s putting out?

Answer 8

She desperately needs monetization on her videos si she can achieve the max amount of profit maximising revenue

Question 9

Does Zoella conform to Hesmondhalgh’s theory?

Answer 9

Yes, she copies the same sort of format on her second channel (spin off channel) ‘Zoe Sugg’ to her main channel ‘Zoella’

Question 10

Who regulates advertisements online i. celebrity paid promos?

Answer 10

Advertising Standards Authority (ASA)

Question 11

TRUE or FALSE
Vloggers / Bloggers don’t also have to make it clear if they’re doing a promo

Answer 11

FASLE
They always have to make it clear whether its by a hashtag i.e #sponsorship or by outright saying ‘Paid Promotion’ - Zoella has gotten in trouble for this in the past

Question 12

Is there a regulatory body for social media advertisements?

Answer 12

No, although the ASA regulate online ads there is no specific body for social media

Question 13

Most social media pages like YouTube self regulate - What does this mean?

Answer 13

They have their own rules about what people can or can’t post, relying on users or the algorithims to check content

Question 14

TRUE or FALSE
It easy for social media pages to stop all content from breaching guidelines?

Answer 14

FALSE
Due to vast numbers of global users its impossible to ensure that content doesn’t breach guidelines

Question 15

Whats are some problems with self regulation?

Answer 15

• Content that breaches guidelines is often seen by masses before it is reported or removed
• It can be virtually impossible to permentley remove something once its been posted

Question 16

Whats one example of Zoella getting in trouble by what she posted?

Answer 16

She posted a vlog of her driving and looking at the camera leaving people angry at her due to having young fans looking up to her, she also got publicly told off on twitter by the police

Question 17

Why do vlogger / bloggers have to be careful about what they post?

Answer 17

If they post anything deemingly offensive it may risk bad publicity and sponsorships pulling out of deals etc

Question 18

Why do vloggers like Zoella stay family friendly?

Answer 18

To gain the highest form of monitisation they can

Question 19

What MCN was Zoella apart of?

Answer 19

Style Haul Network

Question 20

Whats the name of Zoella’s current MCN that she owns with Alfie Deyes (PB)?

Answer 20

A-Z creative

Question 21

Why were people mad at Zoella in 2020?

Answer 21

She tried to claim back money that was given to her manager by the government furlough scheme even those she’s a self made millionaire

Question 22

Zoella has changed from an individual into a brand - What examples can you give to back this up?

Answer 22

Her website is more brand like, her name is now a name on various commercial products i.e her merch, make up, books etc

Question 23

Zoella also keeps reinforcing her products to her fans and encouraging them to buy these products, Why?

Answer 23

To maximise her revenue and further promote her as a brand

Question 24

TRUE or FALSE
Diversifying into synergetic (working together or cooperative) products helps reduce risk and increases profits

Answer 24

TRUE
For example Zoella and Boots (the shop)

Question 25

Whats another way in which Zoella has diversified?

Answer 25

She published serval novels and books however she came under fire for this as she used a ghost writer and ‘just stuck her name on the book’

Question 26

Fan opinion is hugely important for vloggers - What did Zoella come under fire for that was scene as a big thing in 2017?

Answer 26

She came out with an advent calendar that was £50 but the products inside didn’t equal to £50 leaving fans upset and her gaining very bad publicity

Question 27

How did Zoella react to the complaints about her calendar?

Answer 27

She blamed it on Boots and said it was their decision for these prices

Question 28

Zoella and other vloggers regularly attended conventions such as VidCon - What was the purpose of these conventions?

Answer 28

Fans would pay to see and meet their favourite vloggers and influencers to get pictures and autographs

Question 29

Does Zoella confrom to Curran and Seanton’s theory?

Answer 29

Yes, as a lot of what she does and posts is about profit and power

Question 30

Is everything that Zoella does about profit and power?

Answer 30

No, she’s done a lot of charity work such spreading awearness for charities like IamHole and she took part in bandaids song for Ebola. However some would argue she does this for good publicity