Zoella Section (C)

Question 1

When was YouTube launched?

Answer 1

2005

Question 2

When did YouTube become a subsidiary? And who bought it? And for how much?

Answer 2

2006 by Google for $1.6 bn

Question 3

How much content is watched per day?

Answer 3

1 billion hours

Question 4

What is a MCN?

Answer 4

Multi-channel Network

Question 5

What MCN originally owned Zoella? And how many subscribers?

Answer 5

Style Haul
200 million subscribers

Question 6

How much is Zoella worth?

Answer 6

£5 million

Question 7

What has digital convergence made easier? and harder?

Answer 7

Production, making it low risk
Bypassing gatekeepers

Regulation

Question 8

Name 3 ways she creates her ‘best friend’ characteristic.

Answer 8

1. Everyday mis-en-scene
2. Amateur aesthetic
3. Unscripted narrative
4. Inclusion of editors mistakes
5. Invitation to private spaces
6. Direct mode of address

Question 9

What does her direct mode of address help to create? theory?

Answer 9

A parasocial relationship/interaction
This allows audiences to take part in talking back in her comments, a part of Shirky’s theory.
It also allows them to feel a sense of inclusion, fandom by Jenkins.

Question 10

What is demonetization? and what can you get demonetized for?

Answer 10

Demonetization is the act of a video not allowing a creator to make money as it has shown, said or presented something against the YouTube community guidelines.

Question 11

Who regulates online media?

Answer 11

ASA - Advertising Standards Agency

Question 12

What are some YouTube community guidelines?

Answer 12

no sexual content
no graphic content
no harmful or hateful speech
no copyright

Question 13

What states that sponsors must be clearly signposted?

Answer 13

CAPcode

Question 14

What cultural industries does Zoella work across?

Answer 14

Book Industry - Girl Online trilogy and The Magpie Society 1 and 2
Cosmetics Industry - Zoella products
YouTube - Zoe Sugg 5mil Zoella 11mil

Question 15

What problem arose about her book?

Answer 15

Hired ghostwriter, Siobhan Curram, and paid her £12,000.

Question 16

What is Zoella’s audience?

Answer 16

Female
10-14
E grade (NRS data)
Mainstream (Primark, baking)
Aspirers

Question 17

Why are parents important to please?

Answer 17

They are a secondary gatekeeping audience and can have some control in whether their child sees her content or not. So she has to stay sanitized and child friendly most the time.

Question 18

How many copies did Girl Online sell in its first week?

Answer 18

78,000

Question 19

What video can you refer to to reference the best friend characteristic? facts?

Answer 19

Boyfriend vs Brother
14 million views
Released in Jan 2016

Question 20

Give me 2 examples of parasocial interactions.

Answer 20

1. Video Boyfriend vs Brother
   Shannon Flynn comments ‘I’ve been looking forward to this. You guys are so funny together’
2. Post from FEB 14th 2023, a picture of her and Alfie with Vanshika commenting MY YOUTUBE PARENTS

Question 21

Name one advert Zoe has done.

Answer 21

Gingerbread Fairy Light Cupcakes an advert for Waitrose

Question 22

Name 5 representational theorists.

Answer 22

bell hooks - intersectionality
Van Zoonen - Spectacle & Behaviour
Gauntlett - Pick’N’Mix
Hall - Stereotyping
Butler - Gender Performativity

Question 23

How does Van Zoonen’s theory apply to the Gingerbread Fairy Light Cupcakes video?

Answer 23

Behaviour - women belong to the home and domestic
1. setting in kitchen
2. costume of apron
3. gesture codes familiarity
4. lexical choice ‘lovely’

Question 24

How does Gauntlett’s Pick’N’Mix theory apply to the Gingerbread Fairy Light Cupcakes video?

Answer 24

She is challenging his theory as she is a modern idol and is not appearing as diverse.
No diversity, Alife is heard but not seen helping.

Question 25

How does bell hooks' intersectionality apply to the Gingerbread Fairy Light Cupcakes video?

Answer 25

Zoe is doing nothing to fight patriarchal control. To bell hooks she is not being discriminated other than gender as she is white and upper class.

Question 26

How does Judith Butler's Gender Performativity apply to the Gingerbread Fairy Light Cupcakes video?

Answer 26

Zoe follows traditional roles set out for women, casting no men star in the video. Not challenging modern representations, representing a 30s and 50s view of a woman.

Question 27

How does Hall's stereotyping apply to the Gingerbread Fairy Light Cupcakes video?

Answer 27

Housewife stereotype She is seen to be calm and relaxed, gesture codes and lexical choice of 'lovely'. Iconographic (Neale) setting of the kitchen. Costume - presentable

Question 28

Name 2 ways Zoella's website appeals to mothers.

Answer 28

1. informs you of the read time for each article. 2. displays images of her baby dressed as a snowman

Question 29

Why would you say Zoella's website audience are affluent?

Answer 29

Title - 15 ways to get your Camembert fix this xmas Within the hypermodal listicle a sex toy called 'The Poet' is marketed at £129

Question 30

What did she create in collaboration with boots? What did this allow her to do? theory?

Answer 30

An advent Calendar costing £50 It allowed her to work across cultural industries (Hesmondhalgh)

Question 31

Within the Gingerbread fair light cupcake video, how do we see that Zoe is middle class and affluent?

Answer 31

She uses a kitchen aid which hers is retailed at £399 from John Lewis.

Question 32

What advertising did Zoella get called out for? And who by? when was it posted?

Answer 32

A posed picture with Alfie to Instagram stories in July 2019. 'Lot of you have been loving the dress I'm wearing in my recent photo' Got in trouble with the ASA (advertising standards authority)

Question 33

What did Zoella do to avoid breaking the CAPcode made by the ASA again?

Answer 33

In her 'Gingerbread Christmas Light Cupcakes' video sponsored by Waitrose in the title of the video she displays that it is an AD and tells us for the first 30 seconds of the video how she is collaborating with Waitrose.

Question 34

Give one example of textual poaching of Zoella. theorist?

Answer 34

Stayygold fan art on Deviant Art website. A drawing of Zoe. Henry Jenkins' Fandom theory.

Question 35

What is a second video you can talk about that challenges Gauntlett's theory of pick'n'mix? what other theorist could you involve here?

Answer 35

'A very homey weekend' released in April 2022, on the Zoe Sugg YouTube channel. Zoe represents a traditional stay at home housewife stereotype. (Hall)

Question 36

What lexical choice signifies that Zoe is represents a housewife stereotype? theorists?

Answer 36

'Alfie is picking up Ottilie on the way home from work, so I thought I'd get dinner ready'

Question 37

What is the video title on the Zoella channel talking about anxiety?

Answer 37

Dealing with panic attacks and anxiety

Question 38

What does the video Dealing with Panic attacks and anxiety represent for audiences?

Answer 38

Best friend characterisation One camera set up Jump Cuts Amateur aesthetic

Question 39

What is the name of the commentor on the Dealing with panic attacks and anxiety? What do they say? replies? what is this an example of? theorist?

Answer 39

Missblackcat4655 'does anyone else feeling dizzy when having anxiety?' 12 replies Example of talking back (Clay Shirky)

Question 40

When did Zoe release her Draw your life video? And what does it allow you to talk about?

Answer 40

April 2013. Allows you to talk about Curran and Seaton and how she is following a trend, doing something unoriginal to gain a revenue on YouTube.