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.