Zoella-Media language and representation

Question 1

Camera techniques

Answer 1

Vloggers usually use a single-camera setup

Medium close-ups are common

They often film themselves, making it feel more personal (Direct address)

Question 2

Filming devices

Answer 2

Many vloggers use mobile phones to film

Mobile footage feels more natural and relatable

Slight camera shake adds to the authentic, handheld vibe

Question 3

Audience Interaction

Answer 3

Vloggers directly speak to the audience, building connection

They often encourage likes, comments, and subscriptions

Engaging the audience builds a loyal fanbase.

Question 4

Setting & Aesthetic

Answer 4

Most vlogs are filmed in personal spaces like homes or cars

Makes content feel intimate and relatable

Zoella’s setup is feminine: pastel tones, fairy lights, handwritten fonts

Question 5

Feminine Representation

Answer 5

Zoella includes relatable daily tasks like makeup, cooking, and cleaning

Shows imperfections—e.g. without makeup, crying, etc.—adds realism

Question 6

Mental Health

Answer 6

Talks openly about anxiety and depression

Adds authenticity and relatability—shows she’s not always perfect

Question 7

Gender Representation

Answer 7

Avoids sexualised portrayals—keeps content family-friendly

No swearing, no revealing clothes—stays brand-safe

Repeats “feminine” actions to build identity (e.g. skincare, shopping)