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media comp 2 - Coggle Diagram
media comp 2
zoella
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Representation
Zoella use vase amount of intertextuality as she refers to brands, products and celebs. This represents her as someone is fashionable, popular and is up to date with new fashion ideals.
This can be shown as Alfie and Zoe have a traditional male and female relationship and this can be seen when they speak - as Zoella speaks in a polite delicate tone whilst giggling at Alfie's 'Boyish charms' and Alfie speaks in a laid back, nonchalant tone.
Also zoella is very focused on how she looks, rather than focusing on anything else
Zoella uses vase amounts of make-up which reinforces conventional beauty ideals which suggests that femininity is achieved through a specific aesthetic look.
In her vlogs, we see the reinforcement of traditional notions of gender as we see Alfie as 'gym fresh' which promotes men in an active way. Whereas, zoella portrays a passive presentation leaving which promotes her as the domestic role.
She can be seen in a domestic role in most of her vlogs as she can be seen tidying her home making is look aesthetically pleasing and also seen cooking or cleaning and being responsible for other domestic chores.
Rocky road with Ottie
- She starts of the video by showing how she's done her hair and her makeup which links to her showing her femininity
- Van Zoonen theory is backed up as she is seen as a mother/nurturer to her baby Ottie
- She is seen doing domestic roles such as cooking/cleaning
- She does a advertisement in the video on DrunkElephant which is a skin care brand and this also shows aspects of femininity.
- Judith Butler theory can be suggested as Zoella is encouraging these skin care products to make a womens appearance better and make them feel better within themselves.
negative
- Zoellas channel reinforces cultural binaries through its exclusion of non-white participants.
- Her channel shows her aspirational lifestyle with reinforcements of beauty ideals and this may be suggest that this lifestyle cannot be achieved by a non-white audience as she is representing a white- girl lifestyle.
- Zoella's advent calendar in 2017 had a lot of backlash as it cost £50 and contained only 12 products that were very cheap. - This damaged her brand image as many people thought it was not good value for money and a cynical way to 'cash in' by using her brand/Name.
Judith Butler
- Zoe and Alfie perform gender roles to the fullest with them completing reinforced gender binaries.
Stuart Hall
- Stereotypes of gender are apparent throughout Zoella's blogs/vlogs. The narrative is always taking up domestic female roles which also include beauty based activities.
Industry
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livingstone and lunt
- Zoellas vlogs/blogs are regulated by the advertising standards authority which means paid for content must be signed off.
- Zoella has to comply to the youtube community guidelines so all her content is family friendly which reduces risk of being demonetised.
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