More complex than simple construction of aspirational story structure
Vloggers talk openly about their intention to create media that feels authentic to their audiences
YouTubers invite audiences into their lives - their homes become studios, single camera perspectives create an intimate confessional tone
Camera might become hand-held for a moment, eliciting the host's point of view - placing spectators in the shoes of their YouTube icons in a bid to create identification and relatability
Effect of authenticity techniques
Construction of stars who, despite their ideal lifestyles, are the exact opposite of what we expect of stars
Zoella presents herself as a best friend character - enabling personal identity
techniques used to construct authenticity -
jump cut editing provides narrative energy
direct address - presentation style
everyday mise-en-scene - costume + make up that appears deliberately natural
cliched bedrooom setting reinforces codes of realism + takes audiences into the private space of the youtuber
inclusion of presenter mistakes + retakes in final edit seems more real + relatable to the audience
YouTubers make human connections
Offer narratives that deal in honesty
Zoella's struggle with anxiety, her self-confessed character fallibility, makes her more human
Deliberately innocent presenter style with cheery high-key lighting
Post-millennialtarget audience demands
To be active rather than passive media consumers - Instagram, Twitter and Facebook facilitate that need to engage, to be a participatory culture player
Target audience -
13 - 24 - her audience has grown up with her over the years