Zoella audience's

    Cards (6)

    • Appeal of YouTubers
      • 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-millennial target 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
      • socio-economic group - BC1C2
      • psychographics - mainstreamer/ aspirer
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