Context
Language
Audience
Industry
Representation
100
Youtube was founded in 2005. In what year did Zoella start start posting videos there?
2009
100
Identify the editing technique at work in the first shots of this video.
Jump cut
100
Describe Zoella's target audience in demographic terms
Female
13-24 (originally, but now more like 25-35)
BC1C2
100
Zoella uses multiple media platforms. Name at least three of these.
YouTube
Blog
Books
Social media: X, Facebook, Twitter, Instagram, Pinterest, etc.
Merchandising
100
In Brother Does my Makeup (Shock Edition), Zoe Sugg shows her mastery of cosmetics while gently teasing her brother about his lack of cosmetics knowledge.
The two are each reduced to an oversimplified version of their gender. What term describes this?
Stereotype
200
In 2012, Zoella married another famous influencer. They often appear in each other's videos, creating synergy.
What is his name?
Alfie Deyes
200
Identify the style of lighting in this video AND what this style of lighting connotes.
high key lighting
happiness, lightness, wealth
200
Describe Zoella's target audience in psychographic terms, using Young and Rubicam's 4 C's system
Mainstreamers, Aspirers
200
Each element of Zoella's media empire promotes each other element. Her vlog promotes her makeup products, and the makeup products, in turn promote the vlog.
What term describes this strategy?
Synergy
200
In the vlog entry "Too Many Treats, Too Many Tears," Zoe Sugg emphasizes the hard work and strategy that she puts into running Zoella as a business. This frames her as a business leader in opposition to traditional feminine stereotypes.
What term describes this?
Countertype
300
In 2014, Zoella's book Girl Online was released. Why was this book slightly controversial?
The book was ghostwritten. (which seems to contradict Zoella's spirit of authenticity)
300
You would like to write about how Zoe Sugg uses storytelling in her video "Anxiety Q&A". What theorist would you most likely apply?
Todorov
300
Fill in the blanks, using Stuart Hall's reception theory.
Different audiences will d_______ Zoella differently.
A d_______ reading of Zoella would take her videos as a guide to a happy and desirable life.
An o________ reading of Zoella will see her as promoting a shallow, materialistic worldview.
decode
dominant
oppositional
300
The rise of the internet is associated with this two-word phrase, which captures how media industries and technologies tend to come together over time.
Media Convergence
300
If you would like to argue that Zoella offers the audience a set of 'tools' to use in order to build an identity for themselves, what theorist might help you to do this?
David Gauntlett
400
Most YouTubers work hard to create an appearance of seeming 'real.'
YouTuber Lindsay Ellis used this phrase to describe this type of 'fake realness':
M__________ A__________
Manufactured Authenticity
400
Apply Roland Barthes. In three sentences, discuss the denotation, connotation and ideology at work here.
??
400
By being exposed to repeated representations over time, the audience may be persuaded to accept certain ideological beliefs
This best describes the ideas of which theorist?
George Gerbner
400
The social media industry is sometimes described as "self regulated". Define this term in your own words.
As opposed to traditional media companies who must follow rules from groups like the BBFC or OFCOM, Social media companies like Google, Meta, and X are largely able to write their own rules.
400
Zoella's recent videos focus on her traditional heterosexual heterosexual marriage to Alphie Dyes. The videos frame this relationship as core to her ideal lifestyle and family. Non-straight relationships are mostly omitted from the world of Zoella. Arguably, this may support what ideology?
Heteronormativity
500
Although social media is mostly self-regulated, one regulator did issue Zoella with a warning when she encouraged her viewers to buy an ASOS dress without making it clear that this was a paid advert for ASOS.
What regulator issued her with this warning?
ASA (Advertising Standards Authority)
500
Identify three media language techniques Zoe Sugg uses to manufacture a sense of authenticity
Jump cuts
fourth wall breaks
direct address
informal language
handheld camera
500
George Gerbner and Albert Bandura both suggested that media can cause harm.
Identify a harm that Zoella (and influencers like her) might be accused of causing.
Body image issues (through promotion of mainstream beauty standards)
Consumerism (through the promotion of consumer goods)
500
The rise of the internet has led to fewer gatekeepers in the media. In your own words, how would Curran and Seaton respond to this trend?
Curran and Seaton would like this trend because it means that more independent media creators are able to reach an audience.
Based upon their theories, this should lead to greater diversity and creativity in the media.
500
Describe how this image uses selection and omission to construct a representation of motherhood.
Selection: smiling, fancy breakfast, baby
Omission: challenges of motherhood, changing diapers, etc.
Construction: motherhood is blissfully happy