Gendered acts in Zoella’s videos
- Lexis of ‘roses’
- Use of the word ‘lovely’
- Rising inflection on voice
- Colloquialisms such as ‘fave’
- Facial expressions
- Playing with her hair, adjusting her hair to look perfect
- “Ooh I liked that”
- Cosy MES of background
- Bright red lipstick
- Pouty lips
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| In a sea of highly mediated representations - all of which are mediated by a variety of producers with radically different ideological perspectives - which is the 'real' Zoella? Does it even matter? |
Zoella is an excellent example of gender performativity
Gender performance: the process of ‘acting’ like a certain gender
Gender performativity is how gender performance shapes the world around us
By acting out elements of gender, Zoella is having a clear and powerful effect on her target. Over hundreds of videos, often with significant run times, Zoella is subtly shaping and reinforcing certain ideological perspectives on what it means to be a woman