-Key case study
Zoe Elizabeth Sugg
Born 28 March
English vlogger businesswomen and author
Began posting in 2009 to youtube
Went on to amass over 10 million subscribers (11m on one 4m on another)
In 2014 she launched Zoella Beauty- described as the 'biggest beauty launch of the year'
Later launched a range of complimentary homeware products in 2019
reported the two businesses had revenue of £3.8 million per year
Zoella's brand has changed, her original channel was called zoella which got 11 million subscribers, but she stopped posting on zoella and used the channel more zoella, which she renamed Zoe Sugg.
Her last Zoella video is a pizza tasting test, now on Zoe Sugg she posts vlogs about homeware. She's had to move with her target audience.
How does her last video use media language to create meaning?
- Codes and conventions
Cheerful introduction, informal laughing within the first five seconds- edited this way to immediately create a happy atmosphere and establish the tone of the video. Further cements her pure, cheerful, girl next door characterisation.
Collaborating with another vlogger is a common way to gain subscribers and grow your channel- the viewers of that person watch your videos, become interested and then turn into regular watchers.
They're both leaning into the camera, thus the audience, the camera is placed on the other side of the table positioning the audience as directly across from them. the leaning in from zoe and mark feels familiar and the watcher feels welcomed. a dynamic has been created where zoe and mark are their friends.
motivated highkey lighting is a convention of these style of these videos. they light the faces of the subjects making both literally and figuratively, representing them as cheerful and friendly alongside their wide smiles and they make the subjects look more hegemonically appealing.
the video is very very informal as zoe showcases her 'flaws' (ie- the mistakes she makes whilst talking) while this is not an accurate representation of her flaws it creates a closer bond between the audience and zoe. this may be part of the reason tv and film is so threatened by this new wave of online media- they use relatable and friendly techniques to build a parasocial relationship with the watcher, resulting in attachment and, most importantly, engagement
the costumes and makeup are intentionally very casual and 'every day,' whilst they have both made an effort to look hegemonically attractive they have done so subtly. Zoella wears red lipstick which ties into her 'beauty guru' branding, she can't afford to tarnish her reputation with a bare face and lacklustre look- this is shown as usually when is she bare face she will make a quick disclaimer so people know it's not her attempts in make up that look that way.
mark wears a plain t-shirt which looks very casual as well, all these elements reinforce the colloquial tone of the video. they appeal to audiences with their use of reliability and parasocial friendship, if they were all dressed up and representing themselves as rich it was alienate their audience- something that we saw happen with the alfie deyes £1 video.
both subjects wear short sleeves (or no sleeves) which connotes heat and that it's summer further impressing the atmosphere, it's important that the audience feels as absorbed as possible
dramatic irony is used as the audience can see the pizza being eaten but zoe and mark can't, this offers comedic relief.
the light minor music connotes happiness and is a further convention.
the light colour scheme of the video connotes happiness
the pizza theme to the video represents zoella as the girl next door and not like other girls trope, she frequently talks about her love for pizza throughout the video, this seems like a subversive non-stereotypical representation of women in the video but it's actually turned into a common trope, zoella has a stereotypical representation due with her clothing style and emphasis on looks. the representation of men is subversive, mark is 'camp' and is outwitted by zoe playfully multiple times. judith butler gender. although he fits the stereotype of a gay best friend with his camp behaviour.
zoella lacks complete sexualisation, this reflects her audience and contrasts wildly with her recent promotion of female sex toys
the video subtly produces a narrative about the lives they live from the products they consume and their buying habits such as zoe "gets pizza like every week"
weird paradox with YouTubers where you rely on being relatable but lose that as you reach more and more success
the entire video is one camera angle, the editing style of jumpcuts linking the shots together that have all been taken in one shot is very conventional of youtube. the editing is very simple and basic overall, it's very easy to look at and take in- childlike. its edited to flow naturally
the outro ensures zoella engagement as she uses a friendly tone, big smile and imperative verbs 'make sure' to encourage the audience to like and comment. she uses field-specific lexis that the audience will relate to by saying 'thumbs up' instead of like.
the video is infantile, like two kids laughing over pizza. this is to appeal to her target audience- she has built up a young fanbase and needs to keep her videos pg. she corrects the word flaccid, needing to maintain the concept she is pure- however outside her video she's had many scandals and controversies. inoffensive cultivation character
lots of comments praising and enjoying their friendship, people are watching it for the interactions and to get gratification with identification and escapism
shameless brand promotion and really pushing the narrative of a difference between these brands- consumerism + capitalism being pushed onto a young audience
the video is constructed to seem unconstructed. it has aged differently as now videos are presented as even more natural
there's a team there, they're in a corporate environment, they refer to it as an office. this is a hint to the facade and illusion being broken
