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Zoella, Conventions of vlogging, Postmodernism (Baurdillard) - Coggle…
Zoella
Vloggers use 'personal spaces' for their location.
- Creates a sense of intimacy - seeing her real domain
Zoella's videos feature lots of relatable activities (e.g. cooking, cleaning etc).
- Audience sees her as a 'normal' person and find her relatable
- Idea of slight imperfections (no makeup / messy house / crying) - adds to the impression of 'reality'.
- Makes us feel like we are seeing the real Zoella, though it is still heavily constructed.
- Zoella made videos on some issues seen as 'Taboo' (e.g. mental health, anxiety, depression etc) - also adds to the feeling of reality.
- Zoella is not sexualised (Van Zoonen)
- Shown in a family friendly way.
- No swearing, no revealing clothing - Sanitiesed content for young target audience and doesn't want to cause bad publicity
- Offensive behaviour or imagery could lead her videos being 'demonistied' or restricted , which is why she has chosen to represent herself as 'clean'
Butler - Gender performativity
- Zoella 'performs' tasks repetitively in her videos
- Tasks often associated with felinity (putting on makeup, trying clothes, cooking, cleaning)
- Construct her identity as female, reinforces notions of what felinity means to the audience
Conventions of vlogging
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- Single camera set up
- Medium close ups
- Direct adress
- Handheld camera - phone.
- Not on a tripod.
- Closeup shot
- Gives 'shaky' effect but often makes it feel more intimate & personal
- Gives a sense of realism and naturality
- Creates an 'amateur' look
- Audience feel like they see the real Zoella
- Offer audience interaction - liking, sharing, commenting.
- Vloggers often ask viewers to subscribe or comment - makes audiences feel engaged
- Lots of intertextuality - makeup products, films, music artists - engaging fans
- Collaborates with other you tubers / influencers -creates an impression of popularity & success
- Continutity editing
- Use of jump cuts
- Zoella leaves in long pauses / mistakes which add to the idea that she is reacting naturally to the world - more relatable and less professional
- For example - her "February Favorites 2018" video - she hears rain and pauses and talks about it - creates sense of realism - unscripted
- Uses range of informal words, colloquialisms, slang and direct address - appeals to young audiences
- Her informal mode of address combined with immature sense of humour and silky behaviour, appeals to younger audiences - Adresses them as if they're her friends
- Zoella constructs a 'best friend persona' to achieve this
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