Zoella CSP case study
Language
Read this Marie Clare article on Zoella as an online phenomenon.
1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella was born in 1990, her real name is Zoe Sugg she is famous for starting a fashion, beauty and vlog on YouTube in 2009 called ‘Zoella’.She has:
2) What is convergence?
Media convergence is a term that can refer to either: 1) the merging of previously distinct media technologies and media forms due to digitization and computer networking; or 2) an economic strategy in which the media properties owned by communications companies employ digitization and computer networking to work
3) What are Zoella's videos about? Find five video titles and write them here:
Zoella's videos are about
make up("My everyday makeup")
4) What are the codes and conventions of vlogging videos?
The codes and conventions of vlogging videos is that you first introduce yourself to the audience.
5) How does Zoella use media language choices to create her online identity? Write about Zoella's use of mise-en-scene (CLAMPS) - particularly costume and make-up.
Industries
1) How does Zoella make money?
Zoella makes money by her books and her make up product.
2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is someone who has influence over his or her followers and influencer marketing identifies these individuals in order to reach potential buyers. Zoella is considered as digital influencer because she influences over her followers.
3) Why do companies want to place their products in Zoella's videos?
This is because she has a lot of viewer they will see the fact that Zoella uses that product so they will do the same to be like her.
4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
Collaborations are so important for digital influencers because it makes more people know zoella and this will make Zoella grow he "YouTube Empire".
5) How has Zoella moved into a more traditional media landscape in recent years?
Zoella is more childish and more of a chatterbox she is a non stop talker she is very talkative.
Audience
1) Who is the target audience for Zoella's channel?
4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?
Preferred (people who love Zoella): She shares the audience on what make up she wears to make her audience look good.
Oppositional (people who hate Zoella): Zoella is being sexist and does talk about anything to do with men.
5) Why has Zoella been criticised by some people?
Zoella has been criticised by some people because of the fact that she has posted a inappropriate picture of he in bed wearing knickers this is inappropriate to her audience because her audience are young girls.
Representations
Read this Independent article arguing Zoella is a bad role model for young women.
Next, read this Independent article arguing the opposite.
1) What is your opinion on this debate - is Zoella a positive role model for young women?
In my opinion I think Zoella is a positive role model for young women despite the fact that she has been criticised for posting an inappropriate still she has achieved in life and she has learnt from her mistakes.
2) What representations of women are provided by Zoella?
The representations of women that are provided by Zoella is that she reinforces the fact that women are mainly focus on looks and beauty.
3) What representations of celebrity are provided by Zoella? Is a self-made YouTube celebrity more authentic or positive than a traditional music or TV star?
The representations of celebrity that are provided by Zoella is her looks.
4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?
Read this Marie Clare article on Zoella as an online phenomenon.
1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella was born in 1990, her real name is Zoe Sugg she is famous for starting a fashion, beauty and vlog on YouTube in 2009 called ‘Zoella’.She has:
- 12 million subscribers on YouTube [August 2017]
- 11 million followers on Instagram [August 2017]
- 2.5 million likes on Facebook [August 2017]
2) What is convergence?
Media convergence is a term that can refer to either: 1) the merging of previously distinct media technologies and media forms due to digitization and computer networking; or 2) an economic strategy in which the media properties owned by communications companies employ digitization and computer networking to work
3) What are Zoella's videos about? Find five video titles and write them here:
Zoella's videos are about
make up("My everyday makeup")
4) What are the codes and conventions of vlogging videos?
The codes and conventions of vlogging videos is that you first introduce yourself to the audience.
5) How does Zoella use media language choices to create her online identity? Write about Zoella's use of mise-en-scene (CLAMPS) - particularly costume and make-up.
Industries
1) How does Zoella make money?
Zoella makes money by her books and her make up product.
2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is someone who has influence over his or her followers and influencer marketing identifies these individuals in order to reach potential buyers. Zoella is considered as digital influencer because she influences over her followers.
3) Why do companies want to place their products in Zoella's videos?
This is because she has a lot of viewer they will see the fact that Zoella uses that product so they will do the same to be like her.
4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
Collaborations are so important for digital influencers because it makes more people know zoella and this will make Zoella grow he "YouTube Empire".
5) How has Zoella moved into a more traditional media landscape in recent years?
Zoella is more childish and more of a chatterbox she is a non stop talker she is very talkative.
Audience
1) Who is the target audience for Zoella's channel?
The target audience for Zoella's channel is young teenage girls this is because she mainly talks about girl things and she talks about make up.
2) How are audiences encouraged to participate in or feel part of Zoella's brand?
Her audience feel part of her brand because Zoella welcomes them in because zoella is also one of them.
3) What audience pleasures are provided by Zoella's videos and associated products?
The audience pleasures that are provided by Zoella's videos is that she is very approachable and kind.Her audience feel part of her brand because Zoella welcomes them in because zoella is also one of them.
3) What audience pleasures are provided by Zoella's videos and associated products?
4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?
Preferred (people who love Zoella): She shares the audience on what make up she wears to make her audience look good.
Oppositional (people who hate Zoella): Zoella is being sexist and does talk about anything to do with men.
5) Why has Zoella been criticised by some people?
Zoella has been criticised by some people because of the fact that she has posted a inappropriate picture of he in bed wearing knickers this is inappropriate to her audience because her audience are young girls.
Representations
Read this Independent article arguing Zoella is a bad role model for young women.
Next, read this Independent article arguing the opposite.
1) What is your opinion on this debate - is Zoella a positive role model for young women?
In my opinion I think Zoella is a positive role model for young women despite the fact that she has been criticised for posting an inappropriate still she has achieved in life and she has learnt from her mistakes.
2) What representations of women are provided by Zoella?
The representations of women that are provided by Zoella is that she reinforces the fact that women are mainly focus on looks and beauty.
3) What representations of celebrity are provided by Zoella? Is a self-made YouTube celebrity more authentic or positive than a traditional music or TV star?
The representations of celebrity that are provided by Zoella is her looks.
4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?
Zoella represent herself as a beautiful young women.
5) What criticisms could be levelled at the representation of Zoella?
The criticisms that could be levelled at the representation of Zoella is that she is always into make up item and beauty items.
5) What criticisms could be levelled at the representation of Zoella?
The criticisms that could be levelled at the representation of Zoella is that she is always into make up item and beauty items.
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