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| Does Zoella offer her audiences a friendly and welcoming mode of address to relate to, or instead does she construct a fetishistic celebration of consumerism? Or perhaps she does both? |
- Low production values and a clear lack of script. Constructs a compelling and relatable persona for the audience. Zoella is a 'real person', with faults.
- MES: high key unnatural lighting, low production values
- Constant reference to the brand Primark, a budget clothing superstore, indicating a predominantly working class target audience. Yet does explicate on what Primark actually is or means, inferring a British working class target audience.
- Accent - well spoken, maybe forced? Bubbly, colloquial, personable.
- Use of informal language such as the word 'bloody' indicates a relaxed and informal persona
- Costume is everyday and approachable, comfortable. Low cut top, yet absolutely no sexualisation: atypical representation of women!
- Makeup is clearly visible yet not particularly over the top: 'going out' as opposed to 'high fashion'
- Sugg's sits and talks directly to the camera with very little movement. Video structure is straightforward and repetitive
- Video resembles a long and unscripted advertisement. A cultivation of materialistic and capitalistic ideologies
- Commodity fetishism - the obsessional quality of a consumer product, for example the swoosh of the Nike logo or the emojis an Apple phone offers it's users over a Samsung handset. Interestingly here it is the low prices and packaging which are being fetishised!
- Low production values - self shot, camera placed on tripod. Camera frequently goes out of focus. Conventional for a YouTube vlogger, and allows Zoella to appear relatable
- Consistent use of close ups symbolises the audiences proximity to Zoella. Audience are situated and positioned as a young, working class woman
- Mise en scene of setting creates homely atmosphere. Clean, bright, with tasteful plants. Again, increases her relatability with target audience
- "It's just started raining. What is this?" Casual and relateable lexis. Zoella lacks professionalism. Add an element of authenticity