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 Zoella audience in detail

banduras media effects theory - Zoella injects messages into the minds of a passive audience, for example her constantly made up appearance injects the message that females should look a certain way.

baudrillards theory of postmodernism - Zoella promotes consumer culture. her vlogs reinforce hegemony - relationships and conforming to stereotypical femininity.

bell hooks feminist theory - Zoella subverts the conventional woman by having her own successful business - feminism, ending patriarchy BUT she contributes to patriarchy by staying at home and being dependent on a man.

gauntlett’s identity theory - young audience may take aspects of Zoella’s identity and use them to build their own. parasocial interaction - viewers feel they can identify with her.

george gerbners cultivation theory - the more her audience see the representation of Zoella’s perfect life the more they will believe them to be true.

stuart halls reception theory - preferred reading: zoella cares about her relationship with her fans and takes their comments into consideration. oppositional: Zoella does not care about her relationship with them and only acts as their friend to maintain status, wealth and fame.

sharkey end of audience theory - Zoella’s parasocial interaction with her viewers reinforces the end of audience because viewers now have input into what Zoella’s vlogs are about - comments, shares, tweets etc

van zoonen feminist theory - Zoella’s apartment. Zoella conforms to stereotypes with her hair and makeup. Feminine topics - baking, decorating. Alfie - strong, goes to the gym


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