'Zoella CSP case study'
Language
1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella is YouTube vlogger and is famous for the videos and content that she puts out for her fans to see. Currently she is subbed at 11.6 million
2) What is convergence?
Convergence is when two or more media types meet in one.
3) What are Zoella's videos about? Find five video titles and write them here:
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? (You might want to read this Heatworld feature for more on this.)
Zoella makes money by doing a lot of things such as her makeup brand, book series and YouTube videos. Even though she makes money from that she also gets paid for making posts on social media. For instance she makes £250,000 per video for a video partnership, £150k for a Facebook post and £120,000 per Instagram post.
2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is basically a YouTube vlogger. She is considered one as Zoella makes videos and posts them on the YouTube platform also she is part of a community of friends who are also digital influencers (they use social media platforms to show content)
3) Why do companies want to place their products in Zoella's videos?
Companies want to place their products in Zoella's videos because she is a well known person who has a pretty large fan base who can be persuaded by her to buy a product she is promoting bringing a large income for that company and Zoella since she is getting paid to do that.
4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
Zoella has established regular online collaborations with other popular YouTubers to produce new, popular content and to increase audience figures. This means that the YouTubers featured in the videos are able to gain more views and subscribers if they are featured in the videos of other channels, allowing them to make more money as well as gain more internet fame.
5) How has Zoella moved into a more traditional media landscape in recent years?
Zoella normally is seen on social media but at the peak in her courier she was seen a lot on british TV (loosewomen) and she has been talked about a lot in the news.
Audience
1) Who is the target audience for Zoella's channel?
She uses phrases to really engage her viewers such as "who remembers that" and daily updates on her social media allows them to have access to her everyday life
4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?
Preferred (people who love Zoella):
She's normal, down to earth girl who is just like her audience (gives good advice)
Oppositional (people who hate Zoella):
5) Why has Zoella been criticised by some people?
Zoella has been critised by some people because some she has included more ‘adult’ themed photos on her Instagram and been criticised (see above) since her target fan base are pre-teen and early teenage girls.
Representations
1) What is your opinion on this debate - is Zoella a positive role model for young women?
Both arguments counter argue with each other and give valid points to whether Zoella is seen as a good role model or not. Although some will find her a bad influence to young girls the majority of people will say she is seen as a positive role model due to her being optimistic about every aspect of her life.2) What representations of women are provided by Zoella?
Zoella was listed as one of The Telegraph’s ‘40 best beauty bloggers’ in 2014 and ‘Queen of the Haul’ by British Vogue.
She was included in the 2015 Debrett’s 50, listing the most influential people in Britain.
In 2015 she was named ‘Most Inspirational Woman of the Decade’ in technology by Grazia.
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 provided by Zoella are that celebrities these days come in all shapes and sizes, most of which start off small and increase in popularity by simply doing nothing but upload videos on to YouTube from the comfort of their own home. There seem to be even more emerging YouTube stars popping up these days due to the fact that bigger 'content creators' inspire young people to start creating content of their own in the hopes of becoming internet famous.
4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?
Zoella represents herself in a slightly childish way in the hopes of attracting a teenage audience, meaning that she uses the same tone of voice and atmosphere in the majority of her videos. Also, she uploads a lot of the same videos, such as two parters and more, in order to continue to keep the attention of her audience.
1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella is YouTube vlogger and is famous for the videos and content that she puts out for her fans to see. Currently she is subbed at 11.6 million
2) What is convergence?
Convergence is when two or more media types meet in one.
3) What are Zoella's videos about? Find five video titles and write them here:
- They mainly consist of beauty videos (hair and makeup), challenges with friends, cooking and general advice:
- Best Friend Does My ASOS Shop
- My Travel Anxiety Tip
- Brother Does My Makeup (Shock Edition)
- Best of Beauty 2017
- Huge American Haul (Ulta Beauty, Bath & BodyWorks, Glossier & Duane Reade)
- text on screen
- props
- outakes
- jumpcuts
- collaborations
- quirky background music
- casual clothing
- homely setting
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.
Zoella uses media language to create her online identity in order to make her seem more of a teenager so that she is able to appeal to a teenage audience (mostly females). She does this by wearing clothes that she thinks teenage girls would wearing and overall, she tries to act like a teenage girl as well as talking about teenage problems in order to make audiences relate more to her in a way.
Industries
1) How does Zoella make money? (You might want to read this Heatworld feature for more on this.)
Zoella makes money by doing a lot of things such as her makeup brand, book series and YouTube videos. Even though she makes money from that she also gets paid for making posts on social media. For instance she makes £250,000 per video for a video partnership, £150k for a Facebook post and £120,000 per Instagram post.
2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is basically a YouTube vlogger. She is considered one as Zoella makes videos and posts them on the YouTube platform also she is part of a community of friends who are also digital influencers (they use social media platforms to show content)
3) Why do companies want to place their products in Zoella's videos?
Companies want to place their products in Zoella's videos because she is a well known person who has a pretty large fan base who can be persuaded by her to buy a product she is promoting bringing a large income for that company and Zoella since she is getting paid to do that.
4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
Zoella has established regular online collaborations with other popular YouTubers to produce new, popular content and to increase audience figures. This means that the YouTubers featured in the videos are able to gain more views and subscribers if they are featured in the videos of other channels, allowing them to make more money as well as gain more internet fame.
5) How has Zoella moved into a more traditional media landscape in recent years?
Zoella normally is seen on social media but at the peak in her courier she was seen a lot on british TV (loosewomen) and she has been talked about a lot in the news.
Audience
1) Who is the target audience for Zoella's channel?
The target audience for Zoella is teenagers and older (18+)
2) How are audiences encouraged to participate in or feel part of Zoella's brand?
Zoella encourages her audience to feel a part of her brand by referencing things that only her fans that have been watching her for a few years would understand. Creating a sense of a personal relationship between her and her fans.
3) What audience pleasures are provided by Zoella's videos and associated products?
Zoella encourages her audience to feel a part of her brand by referencing things that only her fans that have been watching her for a few years would understand. Creating a sense of a personal relationship between her and her fans.
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's normal, down to earth girl who is just like her audience (gives good advice)
Oppositional (people who hate Zoella):
- fake (ghostwritten work)
- acts a lot younger than she is
- ripping off her younger fans (book and advent calendar for £50)
- caught driving and filming
5) Why has Zoella been criticised by some people?
Zoella has been critised by some people because some she has included more ‘adult’ themed photos on her Instagram and been criticised (see above) since her target fan base are pre-teen and early teenage girls.
Representations
1) What is your opinion on this debate - is Zoella a positive role model for young women?
Both arguments counter argue with each other and give valid points to whether Zoella is seen as a good role model or not. Although some will find her a bad influence to young girls the majority of people will say she is seen as a positive role model due to her being optimistic about every aspect of her life.2) What representations of women are provided by Zoella?
Zoella was listed as one of The Telegraph’s ‘40 best beauty bloggers’ in 2014 and ‘Queen of the Haul’ by British Vogue.
She was included in the 2015 Debrett’s 50, listing the most influential people in Britain.
In 2015 she was named ‘Most Inspirational Woman of the Decade’ in technology by Grazia.
The representations of celebrity provided by Zoella are that celebrities these days come in all shapes and sizes, most of which start off small and increase in popularity by simply doing nothing but upload videos on to YouTube from the comfort of their own home. There seem to be even more emerging YouTube stars popping up these days due to the fact that bigger 'content creators' inspire young people to start creating content of their own in the hopes of becoming internet famous.
Zoella represents herself in a slightly childish way in the hopes of attracting a teenage audience, meaning that she uses the same tone of voice and atmosphere in the majority of her videos. Also, she uploads a lot of the same videos, such as two parters and more, in order to continue to keep the attention of her audience.
5) What criticisms could be levelled at the representation of Zoella?
On camera Zoella could be seen as putting on a act and exaggerate for her fellow audience to sympathise with her. Zoella could be someone else when she's not on camera or on our phone screens or in pictures; a contributing factor to this idea is the fact that she posts more ‘adult’ themed photos on her Instagram, meaning that she has different sides to her.
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