Online Media - Zoella Media Language and Representation

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Zoella

Zoella has rebranded herself to Zoey Sugg in 2019.
Genre fluidity - when a genre shifts over time.
She has rebranded herself to make money.

Homepage - The main page of a website
Anchorage - Something that weighs down a meaning for the audience
Multimodality - Many forms of communication to the audience
Monomodality - One form of communication to the audience
Hyperlink - A word in which you click on in order to go somewhere else
Hypermodality - Leads us from place to place (e.g. following link to link on wikipedia)
'Above the fold' - Putting all of the good stuff at the front/beginning

Youtube is how she markets herself. She has two channels - Zoella and Zoey Sugg.

Thumbnail is a preview image designed to keep our interest
Footer - Shows the copyright and who it was made by
Main navigation Bar - user experience (UX), allows the user to find exactly what they want
Slider - Scroll Bar
Banner ad - a side or top banner that advertises a product
Search box -above the fold and allows the user to search for more content
 
Theories for online media:

Roland Barthe - Semiotics
Todorov - Narratives
Stuart Hall - Representation
Claude Levi Strauss - Binary oppositions/Structuralism
Steave Neal - Genre Theory
Jean Baudrillard - Post Modernism
Bell Hooks - feminism
Van Zoonen - Male Gaze
David Gauntlet - Theories of Identity
Paul Gilroy - Ethnicity and Postcolonial theory
Judith Butler - Gender Performativity

Paradigmatic features of vlogging:
- The audience are placed by the producers as the voyeur
- binary oppositions, she is presented as innocent, however owning a cardboard cut out of her is sexualised
- There is nothing too distracting in the background
- Lots of jump cuts to give an amateur aesthetics
- High key lighting
- Single camera edit
- Invitation into private spaces e.g. bedroom and living room
- Post production filters

Hyperreality is beyond reality , it is more real than real.

"We live in a world where there is more and more information, and less and less meaning" - Jean Baudrillard 

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