Zoella Representation

Question 1

How is femininity represented in Zoella?

Answer 1

• Zoella uses makeup which reinforces conventional beauty ideals which suggests that femininity is achieved through a specific aesthetic look

Question 2

How are gender roles represented in Zoella

Answer 2

• 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, Zella portrays a passive presentation which promotes her as the domestic role

Question 3

How is a conventional gender binary suggested in Zoella?

Answer 3

• This can be shown as Alfie and Zoe have a traditional male and female relationship

Question 4

How is Zoella shown in a domestic role?

Answer 4

• Tidying her home and making it look aesthetically pleasing
• Seen cooking or cleaning and being responsible for other domestic chores

Question 5

How is Zoella represented when she refers to other media products?

Answer 5

• Intertextuality as she refers to brands, products, and celebs
• Represents her as someone fashionable, popular, and is up to date with new fashion deals

Question 6

How does Van Zoonen theory apply to Zoella?

Answer 6

• After she’s had a baby she is always seen as the nurturer towards her in her vlogs
• Western beauty standard

Question 7

Why could Zoella’s representations be viewed in a negative way?

Answer 7

• Reinforces cultural binaries through its inclusion of non-white participants
• Her channel shows her aspirational lifestyle with reinforcements of beauty deals
• This lifestyle cannot be achieved by a non-white audience as she is representing a white-girl lifestyle

Question 8

How has Zoella come under criticism through her products?

Answer 8

• Zoella’s advent calendar in 2017 had backlash because it cost £50 and contained only 12 products that were very cheap
• Damaged her brand image as many people thought it wasn’t good value for money and a cynical way t ‘cash in’ by using her brand/name

Question 9

How does Judith Bulter’s gender performativity theory link with Zoella?

Answer 9

Zoe and Alfie perform gender roles to the fullest with them completing reinforced gender binaries

Question 10

How does Stuart Hall’s representation theory link with Zoella?

Answer 10

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