Zoella - Industry
Hesmondalgh
Cultural industries try to minimise risk and maximise audiences to be successful
Second channel - MoreZoella - takes an existing successful format rather than making something new
Collaborations with other channels bring in viewership and revenue
Collab with Mark - colloquial, casual language, kept in mistakes, relatable/appealing to audience
Counter - advocates for mental health, comic relief, band aid - not completely profit driven?
Makes image look good
Advertising
Merchandising builds brand recognition
Channels receive sponsorships from brands as there is a decline in traditional media products
Girl Online book - synergy created, more profit and brand recognition.
Zoella Apartment
Enthusiastic about promoting her brand to audience - body language, language
Home, lifestyle merchandise reinforces traditional gender roles
Reinforces diversification of her products and brand
Regulation
Livingstone and Lunt
Regulation of the media is difficult due to the rise in popularity of technology
Youtube self-regulates itself. Vast scope of audience - hard to regulate
Relies on the public reporting videos
Brand image depends on monetisation
Vloggers have to keep a 'family friendly' image to keep monetisation
Zoella contoversies
Advent calander
Driving and vlogging
Ghostwritten book
Furloughed staff
MCN's - brands take profit (30%) from vloggers for deals and sponsorships
Offers cross promotion and a wider target audience
Zoella used to belong to the Style Haul Network
Has own company, A-Z Creatives, giving own team of staff to help run channel
Provides studios and cameras to create specific content
Restyling - 'we' - a brand rather than an individual
Vlogging
Vlogging has increased in popularity in recent years
Covergent technologies like phones and computers make access easy
Shareable nature can reach a mass audience in small time
Early vlogger image - relatable, 'girl next door'