a) Explain how social and cultural contexts influence responses to online media products. Refer to Zoella to support your response. (15)
25mins
Representation
Demo and Psycho graphics
Website conventions
Part 1 : Representation
Reinforced and Challenged
Stereotypical girl brand image with the font and fairy lights and content
Feminist theory
Gender Performativity
Stereotypes(Hall)
Part 2: Audience Demo and Psychographic
Platform is important to social cultural context
Younger audience sin particular; user friendly(easy to navigate), sanitised contecnt, colout palette, social media links
Vlogs - Content is about her life (personal), Subscription service, identification (copying lifestyle), Interactive, Everyday mise-en-scene
Gauntlet
End of Audience - Shirky
Fandom - Jenkins
Uses and Gratification
Reception
Part 3: Product Conventions
Different channels, asks for opinions,
regulation, sanitised content well constructed to support brand image
Hyper-reality
Merchandise, books, collaboration
b) Explore how the representations on Attitude’s website position audiences. (15)
Part 1 : representation - positive of LGBT x2
Part 2 : representation - negative use of stereotypes x2
Part 3 : Different audiences have different reactions : LGBT audiences may consider the website in one way but a heterosexual audience may look differently
That fact that attitude doesn't really appeal to mainstream
Stereotypes
Gauntlet
Feminism
25mins
Representation
Demo and Psycho graphics
Website conventions
Part 1 : Representation
Reinforced and Challenged
Stereotypical girl brand image with the font and fairy lights and content
Feminist theory
Gender Performativity
Stereotypes(Hall)
Part 2: Audience Demo and Psychographic
Platform is important to social cultural context
Younger audience sin particular; user friendly(easy to navigate), sanitised contecnt, colout palette, social media links
Vlogs - Content is about her life (personal), Subscription service, identification (copying lifestyle), Interactive, Everyday mise-en-scene
Gauntlet
End of Audience - Shirky
Fandom - Jenkins
Uses and Gratification
Reception
Part 3: Product Conventions
Different channels, asks for opinions,
regulation, sanitised content well constructed to support brand image
Hyper-reality
Merchandise, books, collaboration
b) Explore how the representations on Attitude’s website position audiences. (15)
Part 1 : representation - positive of LGBT x2
Part 2 : representation - negative use of stereotypes x2
Part 3 : Different audiences have different reactions : LGBT audiences may consider the website in one way but a heterosexual audience may look differently
That fact that attitude doesn't really appeal to mainstream
Stereotypes
Gauntlet
Feminism