GDB A-Level Media

TWEETS 2010 - Zoella tweets homophobic and rude things about other people - Makes her out to be entitled - Breaks the hyperreality as she is no longer her cutesy brand 'Zoella', but she is now a normal person making mistakes being Zoe Sugg THE ZOELLA APARTMENT Conforms to hegemonic standards of beauty Aims for an extremely specific audience The close up angle and casual mode of address is more personal Rented A WHOLE FUCKING APARTMENT to launch her products  Mini increases her cultural capital White and pink colour scheme again reinforces her 'innocent' branding Commodity fetishism of her own brand, adds to the negative stereotype that woman are dumb and pleased by simple things, as her fixation on the packaging is a shallow attempt at selling her product to a young and impressionable audience Her pug is like her child, adds to how she doesn't want to grow up and her childish aesthetic Uses multiple references to things and people in her life that yo

Zoella vs Tanya Burr Zoella -  - Childish, sans serif fonts with pastel colours - Basic use of vocabulary suggests a young audience - Capitalisation of titles and relevant thumbnails are easy to understand and navigate - Presents an aspirational view of adult life, with many photographs being used for aesthetic purpose - Many hyperreal representations of drink, holidays and other situations - Lots of hyperlinks to products in order to buy, leads people down a 'rabbit hole' - Very easy to navigate with a plain user experience - Animated fairy lights add to/symbolise her girly aesthetic, as well as the use of pink and white - Often posts her room and things like that and this makes her seem like an adult trying to cling onto her own childhood Tanya Burr -  - Similar layout is again easy to navigate and has a nice user experience - Serif font presents her much more sophisticated and grown up - Male gaze theory could be applied here as she posts many photos of

Zoe Sugg - rebranded from 'Zoella' to 'Zoe Sugg', who also has her own cosmetics brand called 'Zoella' - this could display how her brand is trying to mature - primary form of online communication is YouTube MULTIMODALITY - many forms of communication, such as text, images, sound, moving image etc. The opposite would be 'monomodal' such as radio, which is classically only sound. HYPERLINK - something like a word that you click on to go somewhere else on a website HYPERMODALITY - this is what makes online media different from other media products, as things online use hyperlinks with several different forms of communications linking themselves together HYPERREALITY - more real than real, something beyond reality "We live in a world where there is more and more information, and less and less meaning" - Jean Baudrillard WebPages - 'Above the fold' When designing a website, it is important that it is top heavy , or that

DIGITAL CONVERGENCE  - radio uses both the internet and radio devices - newspapers have online pages - youtube gives advertising another platform The internet and several platforms have only been made possible through advances in storage, and especially YouTube due to the capacity videos need in order to be stored. Vlogging - a type of digital media where you video yourself doing things, in comparison to a blog (short for 'weblog') which is like an online diary. What makes this interesting is that the target audience is for young people. It is a type of 'participatory culture' as people can contribute to what they want to watch and can skip through videos (links to Shirky and end of audience theory). - 42% of internet users have watched a vlog within the last month - this rose to 50% in 16-24 year olds 16-24 year olds are valuable to advertisers as we have much more money to spend as we don't have as much responsibility in order to have to pay for things