Zoella CSP case study

Language

Read this Marie Clare article on Zoella as an online phenomenon.

1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Her profile has grown from YouTube to a range of social media channels. 

• 11.6 million subscribers on YouTube [November 2019]

2) What is convergence?
When two or more media forms meet in one.
3) What are Zoella's videos about? Find five video titles and write them here:

• Fashion, beauty hauls and ‘favourites’ other videos, showcasing her favourite products from the previous month. These are mostly beauty or fashion picks.  

4) What are the codes and conventions of vlogging videos?

• A Vlog name which gives information about what it contains. 
• A question that underpins post.
• Quirky music.
• Writing on the screen.
• Speaker central to the screen and speaks directly to the camera.
• Some props to keep video engaging.
• Lots of cuts (jump cuts – where the camera position is the same).
• Different angles and shots for variety. 
• Personal – this builds connection and trust with audience.
• Often conversational and informal in tone.
• Makes the start as compelling as possible: the hook.

5) How does Zoella use media language choices to create her online identity? Write about Zoella's use of mise-en-scene (CLAMPS) - particularly costume and make-up.

Industries

1) How does Zoella make money? (You might want to read this Heatworld feature for more on this.)
Zoella earned £443.41 per hour . YouTube vloggers make ‘on average $0.001 per view.
2) What is a digital influencer? Why is Zoella considered a digital influencer?
A digital influencer is a person who influences people from the use of social media or some sort of internet platform.
3) Why do companies want to place their products in Zoella's videos?
Because she has a massive fanbase therefore there product will get promoted.
4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?
their name will be out there more as various subcribers would see them from channels
5) How has Zoella moved into a more traditional media landscape in recent years?
As Zoella has become more successful, she has made more appearances in traditional media such as TV, newspapers and magazines.

Audience

1) Who is the target audience for Zoella's channel?

Personally i think zoellas target audience is teenage girls as its more about makeup and beauty.

2) How are audiences encouraged to participate in or feel part of Zoella's brand? 
 offer a sense of entertainment and escapism to teenagers who also feel a sense of personal identity in seeing their own lifestyles and interests reflected in her vlogs.
3) What audience pleasures are provided by Zoella's videos and associated products?

audiences build a personal relationship with Zoella and want to follow updates from her life. She also provides information and learning through make-up tips, 'life-hacks' and more.
4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?

Preferred (people who love Zoella): Zoella is a humble youtuber that promotes beauty product to support her subscribers
Oppositional (people who hate Zoella): Zoella does youtube to gain money and influence young people.

5) Why has Zoella been criticised by some people?

• In 2017 there was negative publicity surrounding the release of her 12-door advent calendar for which she was charging £50. The calendar was criticised for being ‘over-priced’ and ‘poor quality’, containing some items such as a small packet of confetti. 
• In 2017, she had to issue an apology after controversy emerged when people brought up social media posts she had made between 2009-2012 mocking gay people and ‘chavs’. She apologised and said that she had not intended to offend anyone. In conclusion she has been critised as she has made some bad decisions that she done on media.

Representations

Read this Independent article arguing Zoella is a bad role model for young women.

Next, read this Independent article arguing the opposite. 

1) What is your opinion on this debate - is Zoella a positive role model for young women?
From what i've read in my opinion Zoella is a positive role model towards her viewers this is because she is making big moves also she knows what her viewers want to see and everything she posts is appropriate. This would influence her viewers to be successfull like her.
2) What representations of women are provided by Zoella?
Make up and fashion all kinds of expensive products, all the products are to  to buy for your well being and beauty.
3) What representations of celebrity are provided by Zoella? Is a self-made YouTube celebrity more authentic or positive than a traditional music or TV star?
i think it is more positive because she done it as an independent person she grew somewhat independently, apart from the sponsors that she has received
4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?

I think she is represented as 'Zoella' a media influencer used to promote products.
5) What criticisms could be levelled at the representation of Zoella? 

some criticism on the make up of being a useless skill and content as it isn't really important for people, make up even damages your face, bit by bit, and the rumor about her not writing her own book and someone else writing it for her