AQA GCSE Media Studies Student Book

66 Her videos are frequently about fashion and makeup, often showing her beauty routines using different brands of cosmetics. A typical video involves her simply talking to the camera and demonstrating products, but her friends and partner often make appearances too. Here we will address a question based on representation. This question assumes that Zoella’s media output is one of your CSPs. ‘Social media allows us to see celebrities as they really are.’ How far is this true of Zoella (CSP)? To answer a question like this, you need to think about ways in which the media re-present the world and construct versions of reality. In particular, if this is one of your CSPs, you will have considered how Zoella represents herself and her world across the online, social and participatory forms she uses. In doing this, you will have investigated her portrayal of her interests, concerns, friendships, values and beliefs. Ways that social media construct identity As with any media production, vlogging involves a construction of identity. Consider the ways in which vlogging enables the producer to create and control their image. Assuming they are personally responsible for their video, vloggers can choose what content to film and how to film it, and can make editorial choices. As on other types of social networks, such as Facebook, making choices about what to select and omit means they can mediate their life and thoughts, presenting a version of themselves to appeal to a particular audience. Social media is an unusual format because it enables the creation of shared social networks. Zoella’s social media profile is not limited to YouTube, and she has a large audience on other online and social participatory formats, such as Instagram and Twitter. She and her friends often appear on each other’s vlogs and channels, promoting the image of a shared community of young, attractive people within a glamorous world. Viewers start to recognise these characters and relationships, and may gain a feeling of comfort and familiarity with repeated views. Ordinary vs celebrity Think about how Zoella presents herself as a brand . Her open and casual approach is extremely likable, and her persona is of a fashionable older sister or best friend rather than someone famous and unattainable, such as Kim Kardashian. Her branding on her line of beauty products continues this impression, as it is quirky rather than luxurious. At the same time, she has become a celebrity. You could say that, having gained her celebrity-status via YouTube rather than a more traditional media form such as TV, she is more appealing because she remains ‘one of us’. Zoella’s image and vlogs will be looked at in more detail in Chapter 5, pages 169–172. Link Zoella often presents herself in what seems to be a raw and honest way. Brand An identity or representation of a product, which distinguishes it from its rivals. These are obviously commercial products. Although an individual person, Zoella can also be thought of as a commercial product. Key term Zoella’s brand is reflected in the packaging of her beauty product line. AQA GCSE Media Studies