OSP Case Study 3: Zoella💕

 Language

1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella is a social media influencer, She's one of the biggest British female youtubers 

On her main channel she has 11.2 MILLION Subscribers 

On her vlogging channel she has 4.2 Million Subscribers.

2) What is convergence?

When two or more media forms meet in one e.g Zoella’s website where you can buy her book, read her Twitter feed, see her Instagram photos and buy her beauty products. 

3) What are Zoella's videos about? Find five video titles and write them here:

1.GRWM everyday festive glam

2.HUGE summer Primark haul

3.Brother does my makeup (shock edition)

4. Best of Beauty 2017

5.Huge American Haul (Ulta Beauty, Bath & BodyWorks, Glossier & Duane Reade)

4) What are the codes and conventions of vlogging videos?

-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 vlogs and videos are home setting, creating a comforting warm atmosphere for her young audience. Almost welcoming.
She also wears makeup to appeal/emphasise her brand in  beauy and also fashion.This allows her to live up to her brand.

Industries

1) How does Zoella make money? (You might want to read this Heatworld feature for more on this.)

-partnerships (Superdrug// beauty products made £1m in sales)
-advertising (YouTube// Pre-roll Ads) + (Website Ads- £4,000/month)
-sponsored social media posts (Instagram)
-books (ghostwritten- £100,000 advance and made £2m in sales)
-Vlog Tour (meet and greets)
-product placement (showcase products for companies- up to £20,000)
-At peak she made £443/hour

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 a digital influencer as she gets brand deals and her viewers will purchase what she speaks about 

3) Why do companies want to place their products in Zoella's videos?

They want to place their products in her videos in order to advertise them to her fan base. Most of her fan base see her as a beauty guru therefore any products that "she uses" will instantly prompt her viewers to buy it and try it out.

4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
Its important as both subscribes from each channel will stay tuned in and watch their videos.This results in them gaining more views creating more revenues and making more money.

5) How has Zoella moved into a more traditional media landscape in recent years? 

Zoe has published three books she has her own lush bath bomb that comes with "digital detox advice" which isn't something a modern youtuber would do. Also, as Zoella has become more successful, she has made more appearances in traditional media such as TV, newspapers and magazines (e,g- Loose Women)

Audience

1) Who is the target audience for Zoella's channel?

Zoellas target audience is teenagers as young as 13 up to adults in their 20s , People that are into beauty and fashion 

2) How are audiences encouraged to participate in or feel part of Zoella's brand? 

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.

3) What audience pleasures are provided by Zoella's videos and associated products?

Diversion- Entertaining and light-hearted, YouTube videos (bite-sized chunks)
Surveillance- anxiety and mental health
Identity- experiences of teenage life (anxiety), content seeks to reflect mainstream lifestyle)
Relationships-Zoella and audience- mode od address is like talking to a friend, makes reference to long-term fans.

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): they could hate her if they're are not into fashion or just find her annoying in general and ripping off her younger fans (book and advent calender for £50)
-caught driving and filming
-poor role model for women (all content is about her looks)

5) Why has Zoella been criticised by some people?
Ghostwriting and the above

Representations 

1) What is your opinion on this debate - is Zoella a positive role model for young women?

I believe that Zoella is a positive role model for young women because she's very open about controversial topics like teenage girls growing up, anxiety , cyberbullying which is usually dismissed by society.

2) What representations of women are provided by Zoella?

Zoella presents women as quite stereotypical in my opinion as her channel is very feminine. She has a conventional feminine life but you could argue that she's a self made celebrity with her own business and more subscribers than her boyfriend, Alfie Days which is quite empowering for females.

4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?

Zoella represents herself as quite witty and exciting which could be her however I believe that she has reinforced this character to appeal to her audience more. Due to the fact that she still does similar videos to her old ones almost emphasises how she keeps maybe a small facade on to please her older audiences and almost support those with her brand loyalty.

5) What criticisms could be levelled at the representation of Zoella? 

A lot of controversy was created when Zoe posted an image of herself on snapchat, in bed wearing a light top and showing the edge of her knickers. This was noticed by many people in a negative way since her target audience is teenage girls, therefore some thought it was wrong of her since it may of resulted in those girls being persuaded and becoming more revealing just like the photo.