Attitude and Zoella - industry and David Gauntlett theory



Tuesday 24th march 2020

Attitude and Zoella - industry and David Gauntlett theory

David Gauntlett:


Image result for david gauntlettArgues that audiences are not passive but instead construct their identities through picking and mixing the ideologies of the producer in whatever way they want to choose. He believes indentity is just a concept in media studies, as we as audiences respond to texts in a mixture of different ways. This enables the potential for the producer to manipulate their target audience through ideology.


Task 1:

Explore how Zoella and Attitude online manipulate audiences through ideology.

  • Heavy use of instagram , snapchat and youtube - these sites fit with the social media applications most prominently used by this age group. 
  • Youthful co-presenters
  • Deliberate amteur aesthetic suggests authenticity to this media saturated audience segment.
  • Everyday activities of this demographic are incooperated into narratives to create connections with the target audience. 
  • Fan connections showcased in uploads - fans represent the real target audience, light comedic tone effected. 
  • Youth orientated slang language is used.
  • zoella creates this very specific niche audience to create an emotional attachment between audience and youtube host - this can refer to the end of the audience theory by Clay Skirky who claims that the growth of digital technologies have had a profound effect between media and individuals - making it now much harder to tell the difference between the two.
  • Both zoella's media/youtube platform and her ideologies; and attitude's online magazine's ideologies angle towards a specific niche audience in order to defeat any sort of competition in the market and also to gain great profit from this audience whom they can manipulate and draw in.
  • Emphasis on celebrity culture
  • Informal motive address
  • Middle class, modern/formal/stylish lay out, uses more expensive/middle class ads 
  • Social media promotion, multi platformed media 
  • Inclusivity, promotes less to an ethnic minority 
  • Blend of 'serious' and salacious stories, sexualises the male body to promote to a male audience. 
  • They aim their content to a niche profile of a homosexual, sophisticated male aged between late 20s - 30s, with a income higher than average, they manipulate their aimed profile by using paid advertisement partnerships of brands that would appeal to this audience only, making other individuals feel out of place if they do not fit this profile.
  • This a renowned gay magazine, they dedicate their ideologies towards this profile by empowering the LGBT community by covering some serious issues, as well as having a whole section which sexualizes male celebrities, their Bodies etc.



How far can aspects of identity be seen to affect the way in which audiences use online media? Discuss, with reference to Zoella and Attitude. [30]

Comments

Post a Comment

Popular posts from this blog

MINI MOCK - DEC

Compared with the past, David Gauntlett argues that in the media today ‘we no longer get singular, straightforward messages about ideal types of male and female identities.’ Evaluate the validity of this claim with reference to the set episode of  Humans  and  Les Revenants David Gaunlett is credited to theories of identity. Gauntlett believes that despite many negative perceptions of the media, audiences are capable of constructing their own identities though what they see on television. He writes how there are many more representations of gender than the traditional 'gender binary'. He constructs the belief that unconventional stereotypes can be used to help suggest individual perceptions of gender, race, identity. This is evidenced throughout both modern t.v series Humans and les revenants. Humans is a sci-fi drama series that was first released June 2015. In this postmodern science fiction they illustrate the ideology that in modern day society (currently and to c
Read more

Introduction to charity advertising:

Image
Introduction to charity advertising:  What is the purpose of the charity advert?  To inform and educate the audience and expanding the audiences knowledge on what the specific advert is representing.  How do they work?  By guilt-tripping the audience and making the audience feel sympathetic towards the charity campaign.  What mode of address do they take?  Typically charity campaigns are very direct and forceful, colour is typically dull and dramatic in order to allow the audience to sympathise. Adverts are very personal to share the responsibility within the advert.  What conventions do they demonstrate?  typically contain shocking images and titles. They also use ambiguous tag lines in order to make it memorable and make the audience think. And uses motif address.  NSPCC - open your eyes (2000)  disturbing crying sounds at the beginning  Sustained distressed/eerie soundtrack throughout the charity advertisement Direct lexis, making it personal  Lists the benefits o
Read more

Who is zoella's target audience?

Facts: Niche audience  Gender: female  Age: 12-16 Ethnicity: white  Class: middle class Female audience: emotive content - the show appeals to its female audience through narrative that engage with subject matter emotionally. Zoella continuously tells us how she feels about the problems she faces herself. Zoella foregrounds stereotypical female based activities in her presentation: fashion, makeup, relationships. Consume stereotypically female - female colour palette deployed in the mis-en scene Use of pets and pet orientated references. Presenter constructs a version of ideal beauty - highly stylised, lots of makeup, attention paid to costume. Intimate confessional tone - creates a relatable female character. A quiet/passive presentation style that fits with target audience expectations and female presenter stereotypes.  How does she reach a 12-16 year old audience?  Heavy use of instagram , snapchat and youtube - these sites fit with the social media applicatio
Read more