what ta demographic is zoella targeting?
-BC1C2
ta age range?
-13-24
primary gender ta?
-female
what did Henry jenkins say?
- online media has the capacity to allow audiences to engage in a creative or subversive manner
- the mass media of 20th century is producing an active rather than passive engagement
- audiences can share products and not only consume media but play an integral role in spreading ‘liked’ content virally via social media platforms
how to apply Henry jenkins to zoella?
-audiences can actively comment on her posts and videos and website, with areas on her website labelled ‘get In touch’ or ‘contact’
how did her advent calendar encourage active audience engagement? (Henry jenkins)
- multiple audiences who had felt discouraged and disappointed in her advent calendar being overpriced, left bad reviews on her social media sites
- she had to actively engage back with a video apologising for the product being a disappointment
what did clay shirky say?
- internet and technologies have had a profound effect on the relations between media and individuals
- the conceptualisation of audience members as passive consumers is no longer tenable in the age of the internet, as media consumers we have now become producers who ‘speak back’ to the media In various ways, as well as creating and sharing content with one another
apply clay shirky to zoella?
-vloggers such as zoella exemplify the ways in which the digital revolution enabled ordinary audience members to distribute self constructed work rather than passively consuming the broadcast products of large scale media institutions
what is Gauntlett theory of identity?
- media provides us with tools and resources that we use to construct our identities
- in the past the media tend to convey singular, straightforward messages about ideal types of male an female identities
- hwoever the media today offers a more diverse range of stars, icons and characters from whom we may pick and mix different identities
apply Gauntlett to zoella?
- she explores a number of issues regarding personal identity e.g. an anxiety q&a video
- audiences can pick and mix ideas that zoella informs the audience upon, such as mental health needing to be more spoken about, allowing audiences to relate to her and her content
how does zoella challenge Gauntlett? (Judith Butler)
-her emphasis on fashion and beauty content aimed at teens and pre teens could be seen to reinforce stereotypical understandings of gender (Judith Butler gender is a repetition and a ritual)
