Close up shot shot, heavy makeup, conforming to and reinforcing hegemonic acceptable notions of female beauty. This is further reinforced by the mise-en-scene of flowers, which is symbolic of femininity, purity, chastity and makes reference to the housewife archetype. Additionally, the handheld, self-shot, direct mode of address is a highly typical paradigmatic feature of fashion and beauty blogs.
Poppy clings to Narla in a close up shot, connoting love, affection, and maternal stereotypes. Alfie in the background functions as an appeal to the young, heterosexual female audience. Narla's presence creates a confusing and chaotic scene which is likely to delight the young, female target audience. Additionally, Narla as a pug do is a stereotypical status symbol, and yet another example of a ritualistic affectation of female identity.
Zoella's videos adopt a range of CU shots, providing the target audience with an intimate and inviting personal mode of address. The out of focus nature of the shot infers to the target demographic that Zoella is 'real', relatable, and someone who can be aspired towards. It also represents a performative element of women, in that Zoella is constructed as being klutzy, clumsy and cute, incapable of behaving like a professional adult. Zoella's videos frequently, if not always contain 'mistakes', which are a cute and delightful feature her young and female target audience can take pleasure in.
Zoella's signature is stereotypically 'girly', with cursive, serif, handwritten style. It also strongly hints at Zoella's carefully constructed immaturity. This, in combination with her trademark giggling, and over the top enthusiasm and excitement at the slightest thing allows her, as a woman in her mid-20's, to effectively appeal to a much younger target audience demographic.
The high angle shot of the candle box, and Zoella's vocal excitement at the fact it can fold out is a clear example of commodity fetishism. The clear obsession that Zoella holds with the packaging, and not the product itself, is a shallow attempt at selling her generic merchandise to a young and easily impressionable audience. Additionally, by being represented as shallow, simple, easily pleased, yet another hegemonic representation of young women is reinforced for the young female target audience.
Alfie the cameraperson looks down on Zoella in a clear and explicit example of the heterosexual male gaze. This reinforces Zoella's role in a patriarchal society, by adopting a stereotypically subservient, female, working class role.
Counterpoint: how does Zoella subvert stereotypical representations of gender?
Zoella is entrepreneurial. She owns her own business, and takes an active role in promoting her own products
Zoella is in no way sexualised at all, and remains chaste and virginal in terms of her own self-representation
Zoella takes an active role throughout her videos, driving herself and talking directly to the camera
Zoella commands a range of servants and supporting characters, demonstrating her authority
Zoella actively takes the role of cinematographer, once more demonstrating her role as an active media producer
Zoella remains active and autonomous throughout her videos. Her importance is reinforced through consistent close-ups, which male supporting characters (eg. Alfie, Mark etc) often shown briefly in the backgroundCheers to U block for these excellent responses! Remember, if you're reading this and disagreeing with these analytical perspectives, then that's OK! Your answer in media is pretty much always right as long as you can back up your argument with media language and theoretical perspectives!