The zoella apartment
Zoella Apartment:
Close up shot, heavy makeup, conforming to and reinforcing hegemonic acceptable notions of female beauty. This is further reinforced by the mise en scene of the flowers, which is symbolic of femininity, purity
Poppy clings to Nala in a close up shot, connoting love, affection and maternal stereotypes. Alfie in the background functions as an appeal to the young heterosexual female audience.
Zoellas videos adopt a range of CU shots, providing the target audience with an intimate and inviting personal mode of address. The out of focus nature of the shot infers to the target demographic that zoella is 'real', relatable and someone who can be aspired towards. It also represents a performative element of women, in that zoella is constructed into being klutzy and cute
Zoella's signature is stereotypically 'girly', with cursive, serif. handwritten style. It also strongly hints at zoellas carefully constructed immaturity. This, in combination with her trademark giggling, and over the top enthusiasm and excitement at the slightest thing allows her, as a women in her mid 20, to effectively appeal to a much younger target audience demographic
The high angle shot of the candle box and Zoella's vocal excitement at the fact it can fold out is a clear example of commodity fetishism. The clear obsession that Zoella holds with the packaging and not the product itself is a shallow attempt at selling her generic merchandise to a young and easily impressionable audience. Additionally, by being represented as shallow, simple, easily pleased, yet another hegemonic representation of young women is reinforced for the young female target audience
Alfie the camera person looks down on Zoella in a clear and explicit example of the heterosexual male gaze. This reinforces Zoella's role in patriarchal society, by adopting a stereotypically subservient, female, working class role
Zoella is entrepreneurial. She owns her own business, and takes an active role in promoting her own products
Zoella is in no way sexualised at all, and remains chaste and virginal in terms of her own self representation
Zoella takes an active role throughout her videos, driving herself and talking directly to the camera
Zoella commands a range of servants and supporting characters, demonstrating her authority
Close up shot, heavy makeup, conforming to and reinforcing hegemonic acceptable notions of female beauty. This is further reinforced by the mise en scene of the flowers, which is symbolic of femininity, purity
Poppy clings to Nala in a close up shot, connoting love, affection and maternal stereotypes. Alfie in the background functions as an appeal to the young heterosexual female audience.
Zoellas videos adopt a range of CU shots, providing the target audience with an intimate and inviting personal mode of address. The out of focus nature of the shot infers to the target demographic that zoella is 'real', relatable and someone who can be aspired towards. It also represents a performative element of women, in that zoella is constructed into being klutzy and cute
Zoella's signature is stereotypically 'girly', with cursive, serif. handwritten style. It also strongly hints at zoellas carefully constructed immaturity. This, in combination with her trademark giggling, and over the top enthusiasm and excitement at the slightest thing allows her, as a women in her mid 20, to effectively appeal to a much younger target audience demographic
The high angle shot of the candle box and Zoella's vocal excitement at the fact it can fold out is a clear example of commodity fetishism. The clear obsession that Zoella holds with the packaging and not the product itself is a shallow attempt at selling her generic merchandise to a young and easily impressionable audience. Additionally, by being represented as shallow, simple, easily pleased, yet another hegemonic representation of young women is reinforced for the young female target audience
Alfie the camera person looks down on Zoella in a clear and explicit example of the heterosexual male gaze. This reinforces Zoella's role in patriarchal society, by adopting a stereotypically subservient, female, working class role
Zoella is entrepreneurial. She owns her own business, and takes an active role in promoting her own products
Zoella is in no way sexualised at all, and remains chaste and virginal in terms of her own self representation
Zoella takes an active role throughout her videos, driving herself and talking directly to the camera
Zoella commands a range of servants and supporting characters, demonstrating her authority
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