Online Media

The Internet is a global network of computers that works much like the postal system, only at sub-second speeds. 


The Internet is a Hypermodel 

Zoella is an influencer, an influencer is someone who sets trends, Zoella is a "Vlogger" (Video Blogger).  Vlogging is the activity of of posting short videos to maintain a vlog.

People Watch Vlogs for:

• To get Information
• Escapism
• Get inspired
• Reliability 
• Click Bait
• The account already have a following 
• A service - instead of paying for someone to do it, you can just youtube it
• Unscripted narrative - relatable
• Direct mode of address

Facts About Zoella

• Based in the UK
• 12 Million Subs
• Started broadcasting fashion vlogs in 2009 and has a Billion views channel wide
• ZoeSugg - started out as a secondary Channel (use to be More Zoella) and now has around 5 Million Subs
• 13 Million Twitter followers
• and 11 Million on Instagram

Zoella Stimulus 

"HUGE Summer Primark Haul" - Video Name 

The video resembles an advertisement as the prices are still on the clothes she has bought

Commodity Fetishism 

Low production Values - Self shot videos and things going wrong, making her relatable

Consistent use of close-ups - symbolises the audiences proximity 

Plain Background, increases reliability with audience 

"It's just started raining! What is this?"  casual and relatable lexis therefore she is lacking in professionalism 

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Multimodality - Many Types of Communication - Video, Blogs Social Media, Books etc.

Hypermodality - You can jump from one form of modality to another, being on a her YouTube ad clicking a link to her Twitter etc.

Hyper Link - A link that takes you to a different page

Websites can vary massively, for

• Logo - Front and Centre, gold, glittery and elegant with a causal yet straight to the point slogan, it is a hyperreal constructed representation of Zoella as a person, the scribbly font suggests it is hyperreal as it is 
• Banner Ads - None, they are at the start of the video 
• Footer - Right at the bottom of the page but it is fairly impossible to find as it so full of content
• Slider/Carousel on the right - use them to scroll down
• Social Media Links are above the subscribe button 
• Search Bar is on the top centre and one on the right
• Thumbnail - An embedded Hyperlink 

UX - User Experience 

UX is essential to create a relationship with the website and the customer 

User Engagement 

Bright, Warm colours - the christmassy photos have a banner, to emphasise the Christmas spirit.  

Zoella - Apartment Tour

Commodity Fetishism of the box and the packaging of the candle itself.  

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Judith Butler - Gender Performativity

Judith Butler sees Gender as a performance - she sees a clear boundary between Sex and Gender.  Costume, how you dress and talk all contributes towards how your gender is performed and perceived by the audience.

Gender Performativity is the way in which our gender performance affects the world around us.

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The Pancakes in Zoella's Blog - The Pancakes are a metonym for Women.

These Pancakes are not being eaten - Untouched, similarly to how Zoella portrays herself, virginal.

Conspiracy Theories are what are also known as a metonarrative.

Youtube allow conspiracies and other forms of metonarratives to be kept on their site for popularity, adverts and therefore money.

YouTube are a privately owned company, so therefore their regulations are very ineffective, there is also so much content that it is hard to regulate due to the sheer mass of videos on there.

The "Momo" phenomenon had more newspaper industries interested than parents, this was a form of media amplification.  The reason it is so scary is because it specifically targets children who were able to access this kind of thing due to the parents and taps into their guilt and it was highlighting the fact the child's parents were letting them be on something were hardcore porn and horrible images could show themselves to them.

Zoella uses Clickbait to lure in her Audience to click and watch her video - she is trying to get into the algorithm and get onto as many feeds as possible.  She has a face that is appealing to her target audience and she is always smiling tilting her head onto her best side, this is all because it works.  

Machine Learning is the machine learning from patterns in the gameplay/your interests.  Artificial Intelligence (A.I) is not at the point in which it has over taken human intelligence but can beat them at games such as Chess, however, A.I is used in auto correct for example.    

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Power and media industries - Curran and Seaton

Zoella uses algorithmically appropriate and effective titles in her videos in order to ensure that she attracts a much larger audience and maximises advertising revenue 

-The Way she words her captions with Brand Names and 'ClickBait' Titles, she also has her all of her videos Subtitled as not too differ any possible view

13 - Regulation - Sonia Livingstone and Peter Lunt

Zoella was threatedned with court action, after not announcing that she was sponsered by a brand on an Instagram post. However, this example underlines how totally ineffective the regulation of online media is. 

14 - Cultural industries - David Hesmondhalgh

Zoella works indepentaly in a small group. Ultimately her buisness endeverous are vertically integrated, with all forms of production and distribution under her control

- Example Of ClickBait