Zoella and Media Representation: Lecture Notes

Introduction

• Focus on Zoella as a case study for media language and representation.
• Relevant for Educas A Level Exam, Component 2.
• Applicable to those studying Alpha instead.
• Future videos planned on industries and audiences.

Social Media Influencers

• Common formats in vlogs:
  • Direct address to the camera.
  • Single camera setup, often with personal operation.
  • Use of lighting for better visual appeal.
  • Phone filming for authenticity and relatability.

Conventions in Zoella's Content

• Audience Interaction:
  • Encourages comments, likes, and shares.
  • Incorporates intertextuality with references to products, films, and music.
• Collaborations:
  • Cross-promotion with other influencers.
  • Bricolage of ideas and content.

Postmodern Elements

• Self-awareness as a media product.
• Fragmented narratives and editing styles.
• Blends authenticity with constructed reality.

Editing and Presentation

• Editing Techniques:
  • Visible edits like jump cuts, dips to black.
  • Mistakes often left in to enhance relatability.
• Tone of Voice:
  • Informal and colloquial language.
  • Parasocial relationships fostered with audience.

Visual and Spatial Elements

• Settings:
  • Personal spaces like homes and cars.
  • Feminine aesthetics: pastel colors, fairy lights.
• Themes:
  • Lifestyle vlogs about everyday relatable activities.
  • Emphasis on normalcy and imperfection.

Representation and Stereotypes

• Gender Representation:
  • Traditional feminine activities (makeup, hair).
  • Some elements of metrosexuality in male participants.
• Masculinity:
  • Men portrayed in traditional roles but also partaking in feminine activities.

Realism vs. Constructed Reality

• Critical evaluation of authenticity in Zoella's content.
• Challenges posed by media language choices.

Gender Theories and Challenges

• Judith Butler's Gender Performativity:
  • Reinforcement of gender roles through activities.
• Challenges to Stereotypes:
  • Strong female representation in blog content.
  • Articles promoting female empowerment.

Conclusion

• Upcoming videos on related topics.
• Encouragement to engage with additional educational content through subscriptions.

These notes summarize key points on media language and representation, focusing on Zoella's online presence and content. They include an analysis of conventions, postmodern elements, and critical perspectives on gender representation.