Zoella

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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 the 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 informal mode of address is more personal
Rented a whole apartment to promote her products
Increases her cultural capital
White and Pink colour scheme again reinforces her 'innocent branding'
Commodity fetish of her own brand
She uses intertextuality  so that if you don't get the reference you're cold in the dark.
Chaste - Abstain from sex (She doesn't talk about it)
She is a subversive representation of women - are she doesn't talk about sex and her content is too chaste
Her high pitched voice is stereotypically feminine
The gesture of her constantly flicking and playing with her hair, stereotypically female - she is also consistently smiling.
This is all connotative of a waiter or a makeup counter assistant - a typical female job.
Her direct mode of address positions the audience as her friend, 

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