ZOELLA : Analysis

Eduqas  resources and activities

Full revision pack



Use the above  resources and the class notes  to create a written   analysis about Zoella and wider issues in online media.  This should cover the following :





Text : " Zoella "

This should include her blog, youtube accounts and  any other channels.

Technical codes, content , purpose and how income is generated ( if relevant)

How does Zoella produce  income ?


Representation

gender, age and other elements such as class or ethnicity

Use of stereotypes and performativity

Audience

What is Zoella's audience ? Are they passive consumers or part of an active online community   ? Have they changed over the years ?

How producers construct target , attract , maintain and interact with their audiences

Industry

The impact on technological changes ( i.e internet ) on production, regulation ,   profit , advertising, maintaining or controlling an online identity, interacting with  and maintaining your audience.



Related theories :

Hall : Stereotypes

Gauntlett : Identity

Gerbner : cultivation  theory

Jenkins : Fandom

Sharkey : end of audience

Baudrillard : hyper reality and simulacra


Livingstone and Lund : regulation

Hesmonhalgh : cultural industries

Barthes : Semiotics

Levi-Strauss : Structuralism



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ONLINE Exam questions

8. How far can aspects of identity be seen to affect the way in which audiences use
online media? Discuss, with reference to Zoella and Attitude. [30]


You should refer to relevant academic theories in your response.



8 (a). Explain how social and cultural contexts influence responses to online media products. Refer to Zoella to support your response. [15]


(b). Explore how the representations on Attitude’s website position audiences. [15]

ONLINE : ZOELLA Social and cultural contexts

Responses will demonstrate knowledge and understanding of the influence of social and cultural contexts on responses to the set online product by referring to some of the following:


 cultivation theory (Gerbner) – the idea that repeated, long-term exposure to blogs and vlogs may influence the ways that users see the world
 the interrelationship between media technology and patterns of consumption and response - the context of online culture: more time spent online within target audience age group
 how audiences interact with the media and can be actively involved in media production - the context of audience participation and interactivity
 how audiences use media in different ways, reflecting demographic factors as well as aspects of identity and cultural capital
 how audience responses to and interpretations of media representations reflect social and cultural circumstances, e.g. millennial audience
 Fandom (Jenkins)
 ‘End of audience’ theory (Shirky)


In discussing the influence of social and cultural contexts on responses to Zoella, answers may, for example, explore some of the following:
 the Zoella advent calendar 2017 controversy – interpreted as too expensive by many in current economic climate
 the context of current attitudes to gender –the context of social attitudes and body image – “Who Run the World” – positive responses to “girl power” message
 the context of popular culture –‘Should’ve Gone to Specsavers’ – intertextuality provokes response of recognition and creates humour
 the context of social trends – e.g. baking, fizz, enables audience to feel on trend
 the context of ‘selfie’ culture, self-representation and social identity – audiences share their own constructed identities
 aspirational consumer culture and lifestyle – the cult of the home – Dreamy Bar Cart; audiences respond by purchasing products online
 the social context of raising awareness of mental health – in Panic Attacks, Anxiety: The Update. Responses are supportive and share experiences
 the cultural context of rituals such as Halloween, Valentine’s Day, Christmas: Nala’s Christmas Photoshoot, Booella tag on Twitter. Responses illustrate sense of shared community and greater acceptance of authenticity of constructed lifestyle

PAPER 2 : Television : THE BRIDGE

Using the resources on the blog, class notes and your own research ,  plan and explain the key points about the following areas related to The Bridge  :


Media Language

Genre  : Nordic Noir

Series 3 episode 1 :  technical codes

binary oppositions

Narrative structure and resolution


Representation

Gender

National identity

Audiences

Nationality

Mainstream/niche

Positioning

Audience pleasures


Industry 

Production and distribution

Funding

UK Broadcast and scheduling

Other global  remakes or broadcasts

Relate to genre, content of programme and possible issues




ESSENTIAL THEORY


Media language


Neale : Genre

Todorov : narrative stages

Levi Strauss : binary oppositions


Representation

Hall : stereotypes

Van Zoonen : representation of women

bell hooks : feminism as political ideology

Butler : Gender performativity


Industry

Livingstone and Lund : regulation issues

Hesmondhalgh : cultural industries












Possible questions :

To what extent can Neale’s Genre Theory be applied to the set episode of The Bridge ? ( 15 Marks)



Television production takes place within an economic context. Discuss the economic factors on The Bridge  ( 15 marks)