media language

• conventional camera set up

  • very direct mode of address
  • videos mainly consist of medium or close up shots
• zoella postemodernism: baudrillard

  • zoella is a simulacrum to an extent as she excludes the raw elements of her life and chooses what audiences see
  • within her content, intertextuality can be seen through collaboration videos and games played such as Sims
• typical vlog conventions

  • single camera set up
  • medium close ups
  • direct address
  • filmed by blogger themself
  • includes lights - focuses audience on vlogger and makes shots more professional
• hand held camera shots

  • add a feeling of realism to her posts
  • creates and amateur feeling due to shaky nature
  • appealing to an audience who feel they're seeing the real zoella
• intertextuality

  • often refers to other media products vlogs
  • singers, brand, celebs
  • this adds to her representation as someone who is current, popular and fashionable
• content across multiple channels

  • collabs
  • they borrow from each other and often have variety of nearly identical videos
• zoella postmodernism

  • clearly aware of the camera and audience
  • breaks 4th wall using direct MOD
  • editing shows montages from different days. no clear todorov narrative structure
• how does zoella oppose post modernism

  • whilst many postmodern media products embrace surreal ideas and anti realism, she often tries to create the illusion of reality for her audience
• use of jump cuts

  • jump cuts are obvious cuts made into one shot
  • this is uncommon in other media products ts as it draws attention to the audience where its been edited
• use of long pauses

  • adds to the idea that she's reacting naturally to the word around her
  • makes her feel relatable and less 'professional' meaning audiences will trust her more
  • video also feel spontaneous and unscripted which appeals to fans who want to see the real zoella
• use of slang, direct address and informal words

  • appeals to young audiences
  • informal MOD confide with immature silly sense of humour is a good way of appearing to a younger audience as its more relatable
• parasocial interactions

  • interactions with the audience which create a feeling the audience is friends with her
  • creates a prosocial relationship between the blogger and her fans