Online media


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Explore the extent to which emergent digitally convergent technology has allowed producers to communicate complex meanings. Make reference to Zoella and Attitude.

 Plan:
- Digital Technology - Anything which involves a computer
- Convergence - The coming together of two previously separate media industries
- Hypermodality 
- Algorithmic marketing
- Anchorage 
- Shot types (mid shot, close up, long shot)
- camera angles 
- Click bait
- Advertorial 
- Layout and design - like a magazine
- Social Media - Instagram appeal to a younger audience 
- Interactivity (including oppositional readings)
- Endorsements/ advertising other products 
- Zoella is a stereotype of women
- Gauntlet - identity theory 
- Capitalist ideology 

 Zoella - My valentines Pyjama picks:

- Binary oppositions - black dog compared to white sheets
- Binary opposition - between her age and how she acts and looks to target her audience reinforced through the themes and colour choices of the website
- Teenage girls far more likely to relate to the mode of address of a lifestyle vlogger, identifying with its odes and conventions
- MES of fairy lights further reinforce child like bedroom
- Direct mode of address - Mid shot of Zoella looking directly into the camera
- Pink menu bar - suggests she is girly, younger audience
- Low cut pyjama set - sexualised - gesture of pulling open pyjamas has slight connotations of sex and sexuality, Hermeneutic code - Creating a sense of unresolved conflict for the audience. This is emphasised through both the symbolic codes of the love hearts and the costume. However a complete lack of explicit reference to sex and sexuality.
- Mise en scene - White suggests innocence and purity
- Use of hypermodality - links to the pyjama sets, advertisement for Asos - high production values - purpose of power for profit
- Capitalist ideology - promoting a product to make her audience buy it
- Layout and design - adopts the conventions of a lifestyle blog, allows a blog to appeal specifically to 13 year old girls
- Cultivation of a representation of innocence and purity, emphasised
- Anchoring a different ideological perspective from he actual age
- Font - bold, basic
- Utilisation of hypermodality - each and every blog post has links to products, apps and other blogs, allowing young female target audience to gratification of interactivity
- Comments - users can pretend to be her dog and threaten to shit in her bed
- Zoella is a hyperreal construction designed to make money off teenage girls






Attitude - Style

- Capitalist ideology - expendable income - expensive clothes - £140 -'pink pound'
- Layout - very simple layout - clothes and small description - focus on money
- The top of each article includes social media icons for example instagram and twitter allowing audiences to use hypermodal technology to explore and relate to the brand identity. Helps to differentiate it from other gay lifestyle websites like pink news
- Hyperlinks at bottom of each articles link to a variety of exciting and exploitative clickbait, using algorithmic marketing techniques to manipulate and to entice their target audience
- Arrangement of thumbnail images are stylised and easily accessible for the target gay male audience, cultivating an stereotypical ideology. Allows the producer to create targeted and specific content by constructing a stereotypical and rigid target audience
- Allows an extremely specific targeted advertising, for example for gay friendly package holiday. exploiting the idea of the pink pound 




















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