Zoella

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 you wouldn't know about if you weren't a fan
  • Seems very chaste and virginal, unusual because women are generally sexualised
  • Has a high pitched voice which again seems very feminine
  • Plays with her hair/fringe a lot which is quite feminine body language
  • Consistently smiling which makes her seem welcoming, as though she is welcoming people into her life 
  • Uses a direct mode of address, positions the audience as friends

Representations of FEMININITY -




















Within this image, there are lots of stereotypical representations of women and femininity. Firstly, the colour scheme of Zoella's clothes are pastel, and these light colours are very gentle and girly. She is also wearing a pleated and long skirt within this image, and this makes her seem much more innocent and sweet in comparison to shorter skirts which are more sexy and promiscuous. The high angle of her body is also emphasised her small and petite frame, and this is a stereotypical type of woman as they are small, gentle and fragile. As well as this, her boyfriend is holding the camera and the high angle reinforces patriarchal hegemony as he is in a position of power, standing over her asserts his dominance. As well as this, his view is possibly an example of the heterosexual male gaze. Her accessories are also very feminine and delicate, and nothing is really very edgy - it is all very pretty and almost boring. Lastly, the symbolism of the candle is something that is hegemonically associated with women. All of these relate to the theory of Gender Performativity by Judith Butler - people construct their gender identities through representations and expressions of gender.

INDUSTRY AND AUDIENCE - 
CLAY SHRIKY - END OF AUDIENCE where they begin to become the producer

Offensive comment on her blog calling her a "cunt" because she spent £400 on skincare and said it made a 'dent' in her wallet whereas the commenter disagreed. This brings up many criticisms about regulation because it is a public comment which anyone of any age can see.

This problem with regulation extends over the internet as a whole - with hoaxes such as Momo and Slenderman, also known as creepy pastas (stemming from copy and paste chain messages when the internet was first invented). These create 'moral panic', and this is due to things being blown out of proportion rather than being the basics.

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