Started as web-logging
1999 - Number of Blogs- 27
2006 - Number of Blogs - 50 million
2003 - monetized - regular use, early access, specific - very profitable
1999 - Number of Blogs- 27
2006 - Number of Blogs - 50 million
2003 - monetized - regular use, early access, specific - very profitable
Micro-blogging through twitter and tumblr
Media Language
Gold - Regal, Wealth, quality
Typography - Cursive, gives a homemade, personal intimate product, sans-serif adds artistic nature
ZOELLA - first name bases
Tag Line - Informal, advice, guidance and positive feels
On the blog - image focused - appeals to younger audience
- Minimalist, sharp edges, clean image
- Links to social media at the top shows importance
- Logo at the top looks more like handwriting, different to youtube logo which adds a personal touch
- More childish, fairy lights - visual motif
- Connotations to arts and crafts
Typography - Cursive, gives a homemade, personal intimate product, sans-serif adds artistic nature
ZOELLA - first name bases
Tag Line - Informal, advice, guidance and positive feels
On the blog - image focused - appeals to younger audience
- Minimalist, sharp edges, clean image
- Links to social media at the top shows importance
- Logo at the top looks more like handwriting, different to youtube logo which adds a personal touch
- More childish, fairy lights - visual motif
- Connotations to arts and crafts
Actor Performance - Laughing - shows shes happy
"doesn't look like her' - changing brand image - stay relevant - similar to fashion
- allows audience to change - identification - David Gauntlet
Colour Paulette - Pastel - contrasted to central image - muted tones contrasted - Natural look - candid
Relatable location
Intimate in the camera position - medium shot - conversational
Hyperrealism - post modern image - staged photo made to look candid
"doesn't look like her' - changing brand image - stay relevant - similar to fashion
- allows audience to change - identification - David Gauntlet
Colour Paulette - Pastel - contrasted to central image - muted tones contrasted - Natural look - candid
Relatable location
Intimate in the camera position - medium shot - conversational
Hyperrealism - post modern image - staged photo made to look candid
Sanitised Story Content - NO SWEARING!!!!!
- engages younger audience
Confessional Narrative - " I've got all the songs from the greatest showman in my head"
Unscripted Narrative - Make the video personal
Direct Address - breaking the fourth wall - people feel like they're talking to them
High-Key Lighting -
- engages younger audience
Confessional Narrative - " I've got all the songs from the greatest showman in my head"
Unscripted Narrative - Make the video personal
Direct Address - breaking the fourth wall - people feel like they're talking to them
High-Key Lighting -
Web 2.0
Allows construction and regulation of own identity
Negative - have to be very careful and conscious
Positive - It allows full control
Negative - have to be very careful and conscious
Positive - It allows full control
Zoella
Real
4th Wall Break
Opinions Relationships |
Brand
Sanitised
Cantralised - focus Collaborations with companies |
Zoella has control over her identity and can portray herself however she wants
Chris Poole - Ted Talk
Creator of 4Chan - allows people to post anonymously
Online is like a mirror you are an exact reflection of what you are in real life
But in reality is more like a diamond where you have different identities and personalities
Due to at school you behave different to at home or with friends
Online is like a mirror you are an exact reflection of what you are in real life
But in reality is more like a diamond where you have different identities and personalities
Due to at school you behave different to at home or with friends
Application Of Theory
Representation - Stuart Hall
Reinforces the stereotype that girls do make up connoted by her showing and using different make ups Challenges the stereotype that women stay at home and the husband goes off to work to earn money because she is the one going to work while her boyfriend goes off and plays golf As the Vlog is over a period of time we see Zoella change as we see everything this is because she shows us a representation of her with a full face of make up being happy but then she also shows us how she looks after crying with no make up on, this represents her as a normal person similar to the audience |
Identity - David Gauntlett
The idea that the media provides us with 'tools' or resources that we use to construct our identities Zoella is allowed to show herself as however she wants this is because she can pick and choose what parts of the day she puts in. This means that her audience will identify with and copy her. They will use the way she presents herself to form their own identities. The footage that Zoella decides to use acts as the 'tool' that allows us to form our identity. But some people would argue that Zoella provides an unrealistic personality / lifestyle to identify with as she gets sent a lot of gifts to her PO box, this sort of thing wouldn't happen for someone else |
Gender Performativity - Judith Butler
Zoella shows gender performativity in this Vlog because she acts as a stereotypical female, for example doing her hair and make up.
This is repeated
Zoella shows gender performativity in this Vlog because she acts as a stereotypical female, for example doing her hair and make up.
This is repeated
Industry Ownership
The internet has democratised media as consumers can now be producers so they're prosumers
This then creates a power struggle as the owners want to regain the power
Pre - Multi-Channel Networks
This then creates a power struggle as the owners want to regain the power
Pre - Multi-Channel Networks
Multi-channel Networks
Approach the biggest celebs on Youtube and ask them to join their company and they will show them how to make more revenue
Approach the biggest celebs on Youtube and ask them to join their company and they will show them how to make more revenue
Zoella made her own Multi-Channel-Network
Called A-Z Creatives
Co-owned with her boyfriend Aflie Deyes
This allows them to be more free and creative
Called A-Z Creatives
Co-owned with her boyfriend Aflie Deyes
This allows them to be more free and creative
Revenue Streams
Advertisements - started in 2007
Integrated adverts - Promoting a product within the video
Display ads and banners
Overlay Ads
Video Ads - during, before (Pre-roll) or after, unskippable 7 secs ads - Bumper Ads
Advantages of Online Advertising
Targeted adverts - Google Ad-sense
Sponsorship
Company approaches a Youtuber and asks them to review their product
Merchandising
Creating merchandise for their channel - Diversification
Synergy
Two products that mutually promote each other e.g. - book deals and reading content, cooking book - heres me trying to make my lasagna which you can find in my cook book
Integrated adverts - Promoting a product within the video
Display ads and banners
Overlay Ads
Video Ads - during, before (Pre-roll) or after, unskippable 7 secs ads - Bumper Ads
Advantages of Online Advertising
Targeted adverts - Google Ad-sense
Sponsorship
Company approaches a Youtuber and asks them to review their product
Merchandising
Creating merchandise for their channel - Diversification
Synergy
Two products that mutually promote each other e.g. - book deals and reading content, cooking book - heres me trying to make my lasagna which you can find in my cook book
Regulation
They're all about the protection and prevention of harm to the audience
Regulation is difficult as it is audience reliant, this means it depends on the audience to report a video if it break the guideline as youtube cant filter through all the videos to make sure they meet the guidelines.
Regulation is difficult as it is audience reliant, this means it depends on the audience to report a video if it break the guideline as youtube cant filter through all the videos to make sure they meet the guidelines.
Benefits
Versatile for community Greater creative freedom More of a safe space for creators |
Difficulty
Too much content to be regulated therefore its impossible to be proactive therefore they have to take retroactive action Subjectivity - no objective law to adhere to |