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Zoella - Industry - Coggle Diagram
Zoella - Industry
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
Advertising
Merchandising builds brand recognition
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
Channels receive sponsorships from brands as there is a decline in traditional media products
MCN's - brands take profit (30%) from vloggers for deals and sponsorships
Offers cross promotion and a wider target audience
Provides studios and cameras to create specific content
Zoella used to belong to the Style Haul Network
Has own company, A-Z Creatives, giving own team of staff to help run channel
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'
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