Attitude/Zoella
Hesmondalgh
Livingstone and Lunt
Features
Ethos
Ownership
Demographic
Adverts
Context
The internet has challenged or undermined the power of cultural industries resulting in a democratisation of the media
The radical potential of the internet offers for social change while its progressive uses are in danger of being submersed by commercialism
Advertising encroaches nearly every aspect of web communication - difficult to tell where content ends and ads begin
Traditional approaches to media regulation are at risk due to globalisation and rise of convergent technologies
No regulatory body overseeing social media
Zoella
Attitude
Zoella apartment video
'Time to celebrate euphoria' feature
Celebrates and uplifts LGBTQ+ - marginalised group
Centre frame, arms wide, happy expression - shown positively
Pride flag - bold colours, stands out, champions LGBT
Non-binary - niche market
Tory MP trans feature
Binary opposition - PM and MP - conflict
'outrageous' shows shocking language, disapproval
Shows left-wing bias
Dominant representations of femininity - makeup, hair, skirt
Enthusiastic dialogue - encouraging profit from audience
Collab with Mark
Colloquial, casual language - authenticity
Kept in mistakes, naturalistic friendship - relatability
click to edit
Attitude is owned by Stream Publishing, created by one man, Darren Styles
Zoella began as independent creator
Youtube - self regulation. Vast scope of audience = hard to regulate
Relies on the public reporting videos
Convergent technologies makes access to content quick and easy