zoella
content Zoella, also known as Zoe Sugg, is a blogger, youtuber and influencer most known for her fashion,beauty and lifestyle content which first started as a blog and later expanded into a youtube channel in 2009. Her content on her youtube channel, is mostly fashion and beauty hauls and occasional 'favourite' hauls where she shows her favourite products of the previous month. She also has a second channel, called 'morezoella' where she uploads regular vlogs showing what she does on a day to day basis such as shopping or getting ready to go out etc. By doing these videos, she has made a total of 12 million subscribers all together. Within her life, she focuses on aspescts of her life which she wants her audience to see and which she believes her audience would be most interested in. For example, her house, her clothes, her skincare, her day to day life and many more. When producing content, Zoellas mode of address is very informal. This means that, as an audiences perspective, it seems as if she is talking to the audience as if they are her friends, giving a 1 on 1 interaction. Most of her content is produced in her bedroom and she also uses alot of close ups and lighting which makes sure the audience focus entirely on her and nothing else, depending on what she is showing or talking about in her product. Within her content, she is constantly giving advice to the audience aswell as educating them. For example, she is much older than most of her target audience so she gives infomation on periods, boyfriends and growing up.
differences between the content and purpose of her various blogs and online channels.
Zoellas youtube channel allows zoe to interact with the audience more informally and show things such as hauls or make up, skincare, morning and night routines, which would be hard to show on a blog. Most of zoe's blog speaks to a more older audience, where her content focuses on things such as sex, health and recipies for alcohol which are more content made for older teens/adults. Her youtube however, which can also be viewved by an audience for teens/adults, contain much more appropriate content such as hauls or get ready with me, which allows a pre-teen audience to gain enjoyment and entertainment from it aswell.
how has her content has changed over time
Zoellas content has not changed rapidly over time, however there are a few elements which have changed. For example, her audience at the very beginning of creating content was pre-teens or early-teens. Overtime, this audience has grew up with her so the content she is now producing is content which will be more relevant to what they want to see. This makes sense as to why her content is more mature and as of 2021, focuses on her home, family and baby rather than focusing on makeup, hauls and get ready with me's. These can still intresting to the audience but the audience are after things that are more mature so zoella doesn't need to adapt to content and keep up with trends because she has the same target audience throughout.
industry
Zoella has branched out onto many different social media platforms, after gaining most of her following off youtube. Zoella makes her money from her sponsored posts on her social media, aswell as revenue. Her net worth has been calculation at around £4.7million and it just keeps on expanding. From social media, the content she uploads and how many people view or interact with her content creates part of her income alongside the ads that are included within her content aswell. Apart from social media, zoella also has products such as bath products, body products, skincare products and many more which have been produced at many different stores across the world such as big shops like superdrug. She also is an author and had sold 3 books worldwide, which all 3 of them became the fasting selling book of their time. She also makes money on other things such as tv show apperances or deals or merch.
Zoellas audience is predominatly a female audience between the ages 12-16. We are aware of this audience just by looking at zoellas content as Zoella focuses on fashion, make-up, relationships which are all stereotypical female things. She also uses alot of pinks and purples which are very feminine too. By the use of her content and the things she talks about, she creates this relateable female character where everyone would look up to. This is hense why her audience is a bit younger than her, as they can take inspiration from her and can want to be like her when they grow up. Her audience is her audience due to parasocial interaction. Zoella uses this direct mode of address to create the illusion of face to face interaction. She uses friendly, conversational when talking to her fans and as a fan it can feel as if you're being spoken to directly rather than 12 million other people. Alot of her content allows the opportunity to interact with her facts aswell or the fans to interact with her which makes more people look up to her.
representation of zoella- butlers theory
Butlers Theory argues that gender is not something one person is but more about what somebody does. For example, society makes us into who we are. We are contstanly being brought up to percieve and fit a certain gender sterotype. Zoella plays on this theory, as she produces content which shows very feminine things and certain ways in which girls should percieve themselves. Which is intrested in make-up, fashion and boys. She 'performs' for her audience and puts on an act, never showing her at her worst. Her constant look, and her constant smile shows the audience a negative perseption on what girls should be like and look like. The audience are aware that zoella is in a hetrosexual relationship, with alfie deyes another youtuber. This relationship is viewed to us as a postive and happy relationship, which is streotypical and the media often shows relationships in a perfected way.
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