How Significant is the role of individual producers in online media industries? Make reference to Zoella to support your argument. (15)

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How Significant is the role of individual producers in online media industries? Make reference to Zoella to support your argument. (15)
Knee-Jerk:
Individual users extremely important for online media industries, and increasingly so as digital media becomes ever more convergent

 Plan: 
YES
Zoella is an individual producer
Also has team of people 
Individual producer = not produced on an industrial scale
Uses digitally convergent media
Tanya Burr's lifestyle blog
James Charles - loss of 2 million subscribers and scandals
Merchandising
My Little Pony/Assassin's Creed mashup (Henry Jenkins and Clay Shirky)
Zoella is an 'amateur' - however this is juxtaposed by the ghostwriting of her book and having a team to help her film/edit
'Mistakes' left in - makes her seem more human - hyperreality
Zoella is a brand with brand identity
£50 advent calendar: hurt her brand
Curran and Seaton - motivated by power and profit

 Zoella Facts:
11,794,701 subscribers
1 billion views
Second Channel with 4.8 million subscribers
Brand endorsement: significant number of blogposts are advertorials
Massive commodity fetish
Promotes a consumerist ideology

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