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