Zoella

• Zoella is an optional text for the online media unit which is on component 2 of the educast A level exam
• A lot of the content in this video will be relevant for those studying Alpha instead of Zoella for component 2
• This video will focus on media language and representation of Zoella
• Typical conventions of social media influencer vlogs

  • Talk directly to camera
  • One camera setup
  • Use of lights
  • Filming on phone, handheld shots, point of view shots
  • Encourage audience interaction (comments, likes, shares, subscriptions)
• Intertextuality


  Constantly referring to other media products (makeup, films, music)
• Collaborations with other influencers


  Borrowing ideas, cross-promoting channels
• Postmodern conventions in Zoella's online media

  • Self-awareness of being a media product
  • Fragmented, jumpy narratives
  • Contradictory elements of realism
• Continuity editing


  Editing technique used in TV/films to create smooth motion, hide cuts
• Jump cuts, dips to black, fades, dissolves, wipes

  Editing techniques commonly used in vlogs to be more noticeable and relatable
• Informal, colloquial language


  Zoella uses this to create a sense of personal relationship with audience (parasocial interaction)
• Zoella's video settings


  • Personal, intimate spaces like bedrooms, bathrooms
  • Overtly feminine aesthetic (pastel colours, glitter, fairy lights)
• Zoella's website also echoes the feminine, glittery aesthetic of her videos
• Zoella's video setting

  • Personal spaces like cars, homes, bedrooms, bathrooms
  • Overtly feminine with pastel pinks, purples, golds, glitter, fairy lights
  • Adds to representation of Zoella as a person
• Zoella's website


  • Feminine colors, glitter, gold
  • Feminine font
• Zoella's main focus


  Makeup and hair
• Zoella's makeup videos


  1. Tutorials on how to use products and get certain looks

  2. Touches face and flicks hair - feminine actions
• Zoella's videos


  • About normal, relatable things like cleaning, cooking, makeup
  • Shows her with no makeup or messy house - adds to relatability
• Zoella has posted videos about mental health issues like depression and anxiety
• Zoella's videos are edited and constructed, not pure reality
• The teacher (Mrs Fisher) also constructs a mediated version of herself for videos
• Zoella's content is generally family-friendly to avoid demonetization or filtering
• Gender performativity


  The performances Zoella goes through that reinforce feminine identity, like hair, makeup, cleaning, cooking
• Representations of masculinity in Zoella's videos

  • Alfie and other male friends doing traditionally masculine activities like going to the gym, driving cars
  • Some metrosexual activities like face masks and sleepovers
• Zoella challenges gender stereotypes in some of her content, like the "Who Run the World" blog post
• What is the focus of the video guide mentioned?

  Zoella and the vlogging industry
• Why is this video particularly useful for A-level students?

  Zoella is an optional text for educast exams
• Who contributed useful information for the video?

  Michael Bush
• What has significantly impacted the vlogging industry in the last decade?

  Domestication of technology
• How has technology changed the accessibility of vlogging?

  It has made vlogging tools widely available
• What does the shareability of social media allow vloggers like Zoella to do?

  Reach global audiences quickly
• What was Zoella's initial branding as a vlogger?

  Relatable everyday girl next door
• How does Zoella maintain her relatable brand image?

  By appearing without makeup and being authentic
• What role do MCNs play for vloggers?

  Act as middlemen between vloggers and brands
• What percentage of profit do MCNs typically take from deals?

  About 30%
• What benefits do MCNs provide to vloggers?

  Help with production and advertising deals
• How has Zoella expanded her content beyond her main channel?

  By creating a behind-the-scenes channel called More Zoella
• What has happened to traditional advertising in the last decade?

  It has declined significantly
• How much have digital adverts increased in the last 10 years?

  Nearly doubled
• Why do brands partner with vloggers like Zoella?

  To reach large consumer audiences
• What must vloggers disclose when doing paid promotions?

  They must use a hashtag like #ad