Zoella

 Zoella 


English vlogger and author 

began on YouTube in 2009, went onto amass over 10 million subs 

2014- launched Zoella beauty, a brand of beauty products that was described "biggest beauty brand of the year" 

later launched a range of complimentary homeware products

2019, reported that the two businesses had revenue of £3.8 per year 


How does media language combine to create meaning?


Consider - ideology, target audience, ‘branding’ - how is is selling ‘zoella’ ?


  • Homepage and other pages


  • Codes and conventions
  • Layout and design
he page is categorised to make it easy for the user/ audience to navigate, such as popular videos and collaboration videos.

  • Composition
  • Font size, type of font (e.g. serif/sans serif), colour 
  • Images/photographs - camera shot type, angle, focus
her ace is used as the main image of her page, advertising her as the product. 

  • Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up 
  • Graphics, logos
  • Language - formal/informal mode of address?
  • Anchorage of images and text
  • Elements of narrative/structure around the site
  • Interactive features
she encourages viewers to comment if they've recently subscribes, encouraging engagement 
 
  • Menu bar and navigation – structure and design of the site

relatable content- pizza is a very popular food so obviously 
collaboration video, includes other audiences to broaden her audience
informal mode of address- talking constantly to each other as 'best friends'- feels spontaneous and natural
collaboration video- promoting Mark's channel- popularise both their channels- would require the video to be carefully planned and structured 
her brand is very family friendly 
hyper reality- pizza is not that amazing, she does not have it every week   
cuts are slow the challenge is one paced, very dated - 2018- refelcts ho
w fast media changes 

  • No Swearing, very ‘infantile’ behaviour - the embarrassment at the mention of the word flaccid - target audience would a young audience so it reflects that
  • INOFFENSIVE - cultivation of a character that sells
  • Comments discuss the friendship they have - aspirational -
  • Insanely repetitive and boring
  • Editing is simple - icons of pizza chains pizza animation - very childlike - jump cuts
  • the video subtly produces a narrative about the lives they live from the products they consume and their buying habits such as zoe "gets pizza like every week"
  • Stereotypical depiction of femininity - make-up and hair - constructs a perfect persona
  • leaves in the bloopers - Mark burping etc - increases the naturalistic tone - portray a laid back feel’
  • Her appearance is part of her brand - her own style - naturalness and effortless however she IS TRYING
  • Video is heavily constructed but is supposed to be natural
  • Emphasis on the personas of the video - rather than other distractions - SELL HER PERSONALITY
  • Loud characters - seems very fake and constructed - aware of their age - bright clothing/ plants - very colourful mise-en-scene
  • background and the plants/dress reinforces naturalistic ideology
  • ‘office’, ‘team’ - breaks the immersion of the naturalness







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