TOO MANY Tears AND Treats Zoella PDF

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Summary

YouTube media source detailed analysis with necessary terminology...

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Media Language and Representation

Zoella is constructing a representation of how she is an optimistic, feminine, fashionable, female millennial who is a joy to watch. The direct mode of address conveys a staged impression; creating a confident impression on the target audience. The colour palette of her red lips can link into Barthes symbolic code due to how it can represent a sense of compassion, love, sensation, sensual attraction, seduction and passion. The camera shot is close up which allows us to appreciate her makeup and hair while also seeing some of her dress code. Her beauty appeals to the TA as they will want to watch her beauty vlogs to learn how to do them for themselves. The mise en scene connotes how the season is in Winter and how it is during Christmas due to the out of focus Christmas free. This festive season links in with her dress code because of her ‘red lips’, sparkling earrings, black and glittery nails, curly har and green and black Christmas top. The uses of gratification theory is applicable as the TA will be able to have a personal identity by feeing as though they can learn how to celebrate Christmas in style by watching her vlogs. Her gesture code includes a natural, genuine smile and her hand being placed close to her hair. This demonstrates a sense of truth however, it also conveys how she is ‘model like’ and knows how to take a successful photo.

From this medium shot, you can see Zoella is a selfmotivated, confident female with resilience, integrity and self-pride. She has passion for what she does and doesn’t allow others to prevent her from succeeding. The gesture code of her blowing the ‘snow’ creates a sense of freedom and confidence. This will therefore create diversion and personal identity (Gratification theory) through how the TA can escape from their own lives and feel freedom through how Zoella expresses her beauty vlogs. The direct mode of address continues to convey Zoella as confident while also creating a staged effect on the TA. The grey colour palette for her jumper links into the winter season and symbolises a sense of warmth and comfort. George Gerbner’s cultivation theory expresses how the TA will continue to see the feminine photos of Zoella and begin to believe that that is how a female should behave and find passion in. However, Butler’s theory is more relevant here. This is because gender has ritualistic actions and gender is represented through those actions. This is applied here with Zoella because Zoella’s actions are feminised. She wears well-applied makeup, she spends time styling her hair and she enjoys doing female things such as: blowing to the camera to create a ‘snowing’ effect and a ‘kiss’ to the camera impression.

The gesture code of how Zoella is confidently covering her mouth with her hand links into Barthes enigma code. The TA will want to discovery her secret by watching her vlogs. The gesture code also includes her eyes being widely opened and you can see how she has a cheeky smile. The dress code includes rings on the hand that is covering her mouth, she has a pearl hair band, conveying a sense of luxury, wealth and glamour. The dress code of her natural makeup and nude coloured nails connote sophistication, modesty and youth. This therefore appeals to the target audience because of her youthful character. The black jumper is visible slightly and comes across stylish. Butler’s theory on gender performativity is applicable here due to Zoella’s feminine actions and how she vlogs about stereotypical female interests such as: make up and beauty. The close up shot gives the TA the opportunity to appreciate her beauty and will want to view her vlogs to be educated on how to apply makeup themselves. We can also see her optimistic facial expressions in more depth and appreciate her freedom and joy.

Key words and theories: Representation: - Gauntlett – Identity is becoming more pluralistic today and, in the past, there were straightforward, singular messages about identity. - Hall – everything comes down to a stereotype and stereotyping reduces our identity. - Butler – is about gender performativity. Argues gender is a ritualistic action and how gender is represented through certain actions. Gender is a performance that you do not realise you are doing. Certain messages have been instilled in you from

an early age which causes you do behave a certain way. Web 2.0 or Participative/participatory or social web:

- Refers to websites that emphasize usergenerated content, usability (ease of use, even by non-experts), and participatory culture (this also links to ‘end of audience’ theory)...