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 is an online beauty vlogger who makes videos on clothes, hair etc...She has released a range of successful products and currently has 12 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:
'Full face of Glossier Makeup', 'Huge ASOS and Zara Haul', 'January Favourites 2018', 'My Everyday Winter Makeup', 'Ultimate Friendship Test with Mark'.
4) What are the codes and conventions of vlogging videos?

• A Vlog name which gives information about what it contains. 
• A question that underpins post.
• Quirky music.
• Writing on the screen.
• Speaker central to the screen and speaks directly to the camera.
• Some props to keep video engaging.
• Lots of cuts (jump cuts – where the camera position is the same).
• Different angles and shots for variety. 
• Personal – this builds connection and trust with audience.
• Often conversational and informal in tone.
• Makes the start as compelling as possible: the hook.

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 wears quite modest, typically feminine clothes to portray herself as friendly and casual-"an ordinary girl-next-door type". Moreover, her mannerisms and video styles are worlds away from someone such as Kim Kardashian (Kardashian relies on her sexual nature whereas Zoella uses her approachable, youthful attitude to attract viewers).

Industries

1) How does Zoella make money?
Zoella makes money through ads and product placement in her Youtube videos. In addition, she uses endorsements and also makes money from her own products. It has been calculated that in 2014, Zoella earned £443.41 per hour.
2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is someone that can influence their audience online. Zoella is considered a role model and inspires many young girls so she is considered a digital influencer.
3) Why do companies want to place their products in Zoella's videos?
Zoella receives, on average, 22 million views per month. Additionally, she is viewed positively by some parents due to her sweet image-parents are more likely to allow their kids to buy products  she has approved.
4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
Youtube collaborations allow Zoella's following to grow as she has the chance to be exposed to a wider audience range.5) How has Zoella moved into a more traditional media landscape in recent years?
As Zoella has become more popular, she has begun to appear in more traditional forms of media such as magazines and TV. This is to keep up with the demand of content required of her as a big youtube star and also highlights how her audience is growing and changing.
Audience

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

Zoella's target audience are teenage(12-18) girls that are interested in fashion and makeup.

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

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

Zoella provides escapism to young girls that can distract themselves with Zoella's picturesque life. Additionally, she provides personal identity as the audience can see their own interests reflected in Zoella's videos.4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?
Preferred (people who love Zoella): She is a modest, responsible role model who can give good advice as she teaches young people self confidence and gives simple tips.
Oppositional (people who hate Zoella): Her values are shallow and her image is based on materialistic things such as makeup and clothes. She teaches young girls that their looks are the most important things.
5) Why has Zoella been criticised by some people?
People have criticised Zoella for over pricing her products and she has been accused of exploiting her young fans. Furthermore, some of her products (i.e. her books) have been exposed as not being written by her-she simply put her name on the end product.

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 believe Zoella's positive ideas of feminism and overcoming anxiety are good examples to set for young women. Although she is criticised for her interest in appearance, I don't believe her love for makeup and fashion is a bad thing, nor do I believe it's an excuse to overshadow her other qualities.  2) What representations of women are provided by Zoella?
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?
Zoella makes celebrities seem more attainable as she became a celebrity from the comfort of her bedroom. Additionally, she is presented as more relateable and authentic.4) How does Zoella represent herself? Is this the real Zoe Sugg or a media construction designed to sell products?
Zoella presents herself as authentic and real however, it could be an act to pull off the 'big sister' act that allows girls to take her advice and view her as a role model.

Preliminary exercise: Science fiction continuity task

Statement of Intent: I am planning to make a short, minute long, video. It will feature a female student protagonist. The character will be wearing a school uniform as it plays into the plot of an undercover alien/robot carrying out an experiment on a group of students in high school. It will be set on the fire escape of C Block as the school setting adds to the plot. Additionally, the silver colour of the stairs is often connoted with sci-fi. It will only feature a single character as the isolation is intended to create a spooky atmosphere of mystery. The camera will follow the character through a long corridor and down the stairs (fire escape) in order to incorporate match on action. Furthermore, the character will be on the phone and we will only hear one side of the conversation so the audience will receive snippets of a conversation that should help with the enigmatic narrative.

Script:
[Several wide establishing shots of school grounds in various places: Different blocks]
No sound.
[Cut to C Block]
[Low angled shot]
Main character enters scene, echoing footsteps disrupts silence.
Character looks suspicious, keeps looking over shoulder.
[Close up shot/Handheld] [Tense music starts to build tension]
Follows character down corridor, shows fear
[Cut to medium shot]
Walking towards door
[Cut to shot of hand on doorhandle]
[Cut to character walking out door]
[Shots of character on stairs]
Character stops on stairs
[Music quietens]
Character pulls out phone
[Extreme close up of phone]
Dials number (008)
Character: Hello, this is integration unit 3 to Hub. We're already 2 men down. Requesting immediate                    assistance to the left wing of the base. The experiment has failed: they're onto us.
[Dramatic music]
[Flash of light]
[Screen goes black]

Setting: Takes shots of various places in school. Main part takes place in C Block.

Shot List:
1) Establishing/Panning shots-Different blocks
2)Low angled shot-Character walking down corridor
3)Close up-hand held shot of characters face
4)OTS shot-Walking down stairs
5)Extreme close up- Phone
6)Extreme close up-Doorhandle
7)Medium shot-Character pausing on stairs, out of breath
8) Close up- Character talking on phone

Kim Kardashian Hollywood CSP case study

Language

1) What is the objective when playing the Kim Kardashian: Hollywood game?
The aim of Kim Kardashian Hollywood is to work your way  up the celebrity scale from Z-List to A-List.
2) What is an A-list celebrity? Why is it important in Kim Kardashian: Hollywood?
An A-list celebrity is someone at the top of their game; they are very well known for what they do.
3) How do you download the Kim Kardashian: Hollywood game?
On the app store or google play store.
4) What is the narrative or storyline of Kim Kardashian: Hollywood? Where is it set?
The narrative of the game is to interact with other characters and carry out missions/dates in order to gain fans/fame and make it to the A list. It's set in the USA.
5) What characters can you play as? What characters appear in the game?

You play as your own avatar and you interact with famous characters such as Kim Kardashian and also members of her family.

Audience

1) Who is the intended audience for the Kim Kardashian Hollywood game? Why do you think this?

The intended audience is young girls who are aspirers and fans of reality TV.

2) What audience pleasures are provided by the game? Use Blumler & Katz's Uses and Gratifications theory.
One audience pleasure is escapism: players can temporarily live as a famous/influential character.3) Why is the game so addictive for audiences?

The game is addictive as it provides simple tasks to complete and you can watch your character level up.Read this article from Forbes on why the Kim Kardashian game is so successful. If the website is blocked in school, you can access the text of the article here.

4) Why does James Liu think Kim Kardashian: Hollywood is so successful?
Kim's star power allows her game to surpass other games in competition as her brand is very large; there's already lots of awareness.
5) What does James Liu suggest is the reason players keep coming back to the game?
The aesthetics of the game partnered with the realistic mechanic provide the player with game satisfaction.
Representations

1) What representations of women can be found in Kim Kardashian: Hollywood?
The representation of women are that they are materialistic and concerned with image and can only attain success through actions such as modelling and dating.
2) What representations of race, ethnicity or sexuality can be found in the game?
The game provides a diverse range in race, ethnicity and sexuality.
3) How does the game both reinforce and subvert stereotypes in the media?
The game reinforces stereotypes of women being interested in fashion and modelling and dating. However, it subverts stereotypes as it also shows the woman as being successful in her work life.
4) What does the game suggest regarding modern perceptions of celebrity and how to get famous?

The game suggests that people can easily get famous even without obvious abilities or talent.

5) How might someone criticise the representation of celebrity in Kim Kardashian: Hollywood?

Someone might criticise it as celebrities are seen as something everyone wants to aspire to.
Industries

1) How much does Kim Kardashian: Hollywood cost?
The game is free but involves in app purchases to buy things such as outfits. 
2) How does the game make money?
Through adverts and in app purchases.
3) What subscriptions are available to Kim Kardashian: Hollywood?

• Gold: 49.99 USD / month (or local equivalent)
• Silver: 19.99 USD / month (or local equivalent)
• Bronze: 4.99 USD / month (or local equivalent)

4) How was Kim Kardashian: Hollywood marketed and promoted?
Kim Kardashian was marketed heavily as being part of the Kardashian brand, attracting many fans. Furthermore it was promoted on Kim Kardashian's incredibly popular social media sites. Additionally, it was constantly being sold as having the ability to make you (your avatar) famous which is appealing to Kim's main demographic(aspirers).5) How does Kim Kardashian: Hollywood use media convergence to cross-promote the game and the Kardashian brand?
The game references the Kardashian TV show and also mentions the game in the TV show to simultaneously build the Kardashian brand and promote the game.