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mrs fisher media
ZOELLA
zoella language & representation
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Created by
Sam Braidwood
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Cards (19)
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
(pinks, purples, glitter, fairy lights)
Zoella's website also echoes the
feminine
, glittery
aesthetic
of her videos
Zoella's video setting
Often features her
personal spaces
like cars, homes, bedrooms, bathrooms
Very
feminine
with pastel pinks, purples, golds, glitter, fairy lights
Adds to
representation
of her as a
person
Zoella's website
Feminine
colours, glitter, gold
Feminine
font
Zoella
's main focus
Makeup
and
hair
tutorials
Zoella
's on-screen behaviour
Touches her
face
a lot
Flicks her
hair
around
Feminine
actions associated with looking good
Zoella
's video content
Features normal,
relatable
activities like cleaning, cooking,
makeup
Shows her with no
makeup
or messy
house
Adds to idea of her being a
real
,
relatable
person
Zoella has posted videos about mental health issues like
depression
and
anxiety
Audiences may make
assumptions
that Zoella's videos show
reality
, but there is editing and construction involved
Typical gender stereotypes of women being represented in
domestic
or
sexualised
ways
May apply to
Zoella's
representation, but she avoids overtly sexualised content to maintain a
family-friendly
image
Zoella
's representation of gender
Reinforces
feminine
identity through performances like hair, makeup, cleaning,
cooking
Presents traditional ideas of
masculinity
with
male
friends doing activities like going to the gym
Also shows
metrosexuality
with male friends doing
feminine
activities together
Zoella challenges gender
stereotypes
in some of her blog content, celebrating strong,
powerful
women