ZOELLA REPRESENTATION Flashcards
(16 cards)
How does she represent herself as ‘normal’?
Zoellas videos and posts feature her doing a lot of relatable activites such as cooking, cleaning, going out with friends etc.
This helps the audience relate to her/identify with her and see her as a ‘normal’ person.
How is the representation of reality reinforced through imperfections?
Seeing imperfections such as no make up, crying, messy house etc adds to this representation of reality and makes it feel like we are seeing the REAL Zoella, even though it is likely it is still heavily constructed.
How does Zoella referencing ‘tabboo’ topics construct reality?
She tackles issues such as mental health and sexual health which add to the feeling of reality as well.
We see under or mis represented aspects in the media through her content.
Fans feel she is exposing her real life.
What should always be considered when examining these ‘real’ representations?
It should always be questioned as to how real the representations of Zoella are in her posts.
They are still heavily constructed eg images chosen, edited, text written.
Perhaps what we are seeing is a hyperreal simularcrum of Zoella.
How far does Zoella align with Van Zoonen’s theory?
She might be somewhat sexualised through wat she posts (Eg a snapchat story of her in underwear in 2017 sparked controversy) .
However, for the most part women in her vlogs are represented in a ‘family friendly’ manner eg no swearing/revealing clothing.
This is due to her younh target audience and keeping an image for monetisation.
How far does Zoella align with Butler’s gender preformativity theory?
She ‘performs’ a lot of tasks repetitively in her videos that are often associated with femininity eg applying makeup, cooking, cleaning etc.
These performances may construct her identity as female, and reinforce notions of what femeninity means to the audience.
However, Zoella’s content often presents reasnably traditional ideas of masculinity too - often showing Alfie going to the gym etc.
How does Zoella construct meterosexual representations of men?
We see men (Eg Alfie, Mark or Joe) taking an interest in their appearance in a way we typically associate with women.
How does Gerbner’s theory apply to Zoella’s representations?
xposure to repeated patterns of REP influence way which people perceive the world
Zoella reinforces femininity through appearance/ fashion= encouraging acceptance of this
BUT could be empowering woman to become confident through this
How is Zoella’s online persona constructed in her vlogs?
Zoella presents herself as relatable, friendly, and wholesome. Her informal tone, direct address (e.g., “Hi guys!”), casual settings (e.g., filming in her bedroom), and minimal editing reinforce authenticity. Example: “My Morning Routine” vlog – filmed in her home, with minimal makeup and casual clothes, creating a ‘girl-next-door’ image.
How does Zoella represent femininity in her content?
She embraces traditional femininity – interest in beauty, shopping hauls, and home decor. However, she also promotes self-care and mental health awareness. Example: “Huge Primark Haul” – focuses on fashion and beauty, reinforcing stereotypical feminine interests.
How is consumer culture represented through Zoella?
Zoella is closely tied to consumerism, often featuring product placements and affiliate links. Her identity is tied to brands, reinforcing her role as a digital entrepreneur. Example: “Zoella Beauty Launch Vlog” – she promotes her own beauty brand, blending personal narrative with branding.
How does Zoella’s content reflect postmodern ideas?
Her content blurs the boundaries between public and private, self and brand. She often reflects on being a YouTuber, showing behind-the-scenes footage. Example: “The Truth About Being a YouTuber” – she talks openly about the pressures of content creation, demonstrating self-awareness.
How does Zoella’s vlog content relate to Gauntlett’s identity theory?
Viewers can use Zoella’s content to shape their own identities. She presents multiple aspects of femininity and mental wellness, offering diverse role models. Example: “Dealing With Anxiety” vlog – Zoella shares personal experiences, helping fans feel less alone and shaping their understanding of mental health.
Apply Hall’s representation theory to Zoella.
Zoella represents a dominant-hegemonic reading of femininity: white, middle-class, heterosexual, consumer-oriented. Alternative or oppositional representations are largely absent. Example: Her “Christmas Gift Guide” vlogs assume a certain level of disposable income, reinforcing middle-class values.
Apply Van Zoonen’s feminist theory to Zoella.
Zoella reinforces patriarchal views by aligning with beauty standards, but she also breaks stereotypes by being a successful female entrepreneur. Example: Her “Office Tour” vlog presents her workspace and team, emphasizing her business acumen.
What are some criticisms of Zoella’s representations?
Critics argue her content lacks diversity, promotes unrealistic lifestyles, and perpetuates passive consumerism. Example: Repetitive “haul” videos and high-end lifestyle vlogs can alienate or mislead younger audiences.
