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zoella - media lang and rep
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Created by
Ruby Olden
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Cards (34)
Conventional camera technique
Single
camera set up
Medium
close ups
Direct
address
Filmed by the
vlogger
themselves
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Vlogger lighting
Soft
box lights
Ring
lights
To focus the audience on the
vlogger
and make the shots look more
professional
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Vlogger filming
Using
mobile phones
Hand held
'shaky'
effect
Feels more
personal
and
intimate
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Hand held camera shots
Add a feeling of
realism
and
naturality
Create an
'amateur'
feeling
But are often appealing to the audience who feel they are seeing the
'real'
Zoella
View source
Vlogger interaction with audience
Opportunities for audience to
'interact'
or be 'active' by
liking
, sharing, commenting etc.
Vloggers will often ask viewers
questions
or instruct them to hit
subscribe
, or comment below
Helps to make the audience feel
engaged
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Zoella refers to other media products
Adds to her representation as someone who is current,
popular
,
fashionable
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Zoella collaborates with other social media influencers/vloggers
Creates more
intertextual
references
Creates an impression of
popularity
,
success
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Sharing of
content
across multiple channels
Borrowing
from each other in terms of
content
and ideas
Near identical
videos, photos and written posts online across their
channels
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Zoella's
awareness
of the camera and audience
Sometimes showing off the camera or the
lights
Breaking the fourth wall using a feature of
postmodern
media products
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Zoella's video structure
Rough
narrative eg 'Christmas Eve preparations'
Editing
is quite
fragmented
, showing a montage of shots from different days or activities
Not a clear
Todorovian
narrative structure
Just
glimpses
into random
minor
events, rather than one major quest
A fragmented or non linear narrative is a feature of
postmodern
media products
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Zoella is often trying to create the illusion of
reality
for her
audience
, unlike many postmodern media products that embrace surreal ideas and anti-realism
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Continuity editing vs single camera vlogging
In most media products,
continuity editing
is used to create smooth scenes where the editing is
'invisible'
With
single camera vlogging
, it's hard to make the
editing 'invisible'
so we often notice things that wouldn't normally be noticeable
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Vlogger editing techniques
Leaving in shots of the vlogger
fumbling words
, messing up, saying the wrong thing
Makes them more
relatable
Jump
cuts - obvious 'cuts' made into one shot where something has been taken out
Dip to
black
Fades
/
dissolves
to show passing of time
Different types of 'wipe'
transition
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Vlogger editing choices
About making them look
relatable
(eg leaving in mistakes)
Due to
limitations
of filming on a
single
camera set up (jump cuts, dissolves etc)
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Vlogger pauses and silences
Often left in, which adds to the idea of reacting naturally and makes them feel
relatable
and less
'professional'
Helps build
trust
with the audience
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Zoella's
videos feel
Spontaneous
and
unscripted
Appeals to fans who want to feel they are seeing the
'real
Zoella'
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Zoella's language and humour
Informal words, colloquialisms, slang and direct address
Appealing to
young
audiences
Immature
sense of humour and
silly
behaviour
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Parasocial
interactions
Interactions that create a
feeling
the audience is friends with the
vlogger
and knows them
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Zoella's written posts
Use of
emojis
,
graphics
or other symbolic codes
Appeals to
younger
audiences by making her seem youthful and
fun
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Zoella's mise en scene
Typically feminine eg pinks, pastels,
gold
,
glitter
Her website uses this branding and style of
femininity
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Zoella's content
Lots of shots of
makeup
and
hair
products being used and demonstrated
Overtly feminine
body
language
and actions such as applying makeup, touching lips and hair
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Zoella's
relatable
activities
Cooking
,
cleaning
, going out with friends
Helps the
audience
relate to her/identify with her and see her as a
'normal'
person
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Zoella's 'imperfections'
No make up, spots,
crying
,
messy house
etc.
Adds to the representation of
'reality'
and makes it feel like we are seeing the REAL Zoella, even though it is likely still
heavily constructed
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Zoella's 'taboo' topics
Mental health
,
sexual health
Adds to the feeling of
reality
as we are seeing aspects that might traditionally be left out of
typical
media representations
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The
representations
of Zoella in her posts are still
heavily
constructed
View source
Zoella's posts may present a
hyperreal 'simulacrum'
of Zoella rather than the
'real'
Zoella
View source
Women are often represented in either
domestic
or
sexualised
ways in media products
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Zoella's representation of women
Not often
sexualised
Shown in
'family friendly'
ways eg no swearing, no
revealing clothing
, a focus on fun rather than shock value
May be due to
young
target audience and avoiding bad publicity/losing
sponsors
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Zoella has gotten in trouble before for posting
homophobic
comments and
general
slurs
View source
Controversial content could lead to Zoella's videos being filtered out or
demonetised
, so she represents herself as mostly
'clean'
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Zoella's repetitive tasks
Often associated with
femininity
eg
cooking
, cleaning
May construct her identity as
female
and
reinforce
notions of femininity
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Representation of masculinity
Often showing
men
eg Alfie, going to the
gym
, playing football, drinking beer
Sometimes represented in a
metrosexual
way, taking an interest in
appearance
View source
This may reflect growing social and cultural trends of
metrosexuality
and gender being more than just old fashioned
binary stereotypes
View source
Zoella's representation of powerful women
'Who
run the world'
- some posts
challenge gender stereotypes
to a certain degree
View source
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