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