Sonia Livingstone and Peter Lunt argue that because the internet is largely self regulated, it devolves regulatory decisions to the producers as opposed to a separate regulator, which can be problematic. Evaluate this theory of regulation. Make reference to Zoe Sugg/Zoella and Attitude Online
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| This article in The Sun makes reference to one of the few times that online regulations are actually enforced. In this case the ASA (Advertising Standards Agency) intervened after Zoe Sugg advertised ASOS clothing on her Instagram feed without indicating this was paid for content. This breaches UK regulatory guidelines, but in other countries, different laws exist, which makes the regulation of online media a 'patchwork' system of regulations. In this instance, Sugg and ASOS were only 'warned', not prosecuted. So, arguably, the regulation of online media is EXTREMELY ineffective, as even when regulatory bodies intervene, they chose to do nothing substantial |
Regulation refers to the rules and guidelines that media products must follow. While many industries have strict regulation, for example the film industry, the online media industries are largely self-regulated. The internet is arguably impossible to regulate, as it is truly world wide, and is subject to a variety of different laws around the world. However, while the internet offers users apparent freedom from restrictions, it is owned by a small number of huge conglomerates like Google, Disney and Amazon. Therefore, while the internet technically lacks restrictions, users must comply with strict regulations in order to minimise risk and to maximise profit. In order to make this argument, I shall explore the examples of Zoella/Zoe Sugg, a lifestyle vlogger who started as a YouTube personality before diversifying to write books and maintains a blog, and Attitude Online, a website targeting a working class British gay audience.
One of Zoella's greatest economic advantages is that she appeals to a large, dedicated target audience who are often overlooked by advertisers and media producers. Her success is built on a number of very specific factors, and allows her to appeal to a specific target audience.
- 'A very homey weekend' begins with an establishing montage of CU shots positions the young female target audience in the artist's home, and provides them with voyeuristic pleasure.
- Pale pastel colours connote girlishness and innocence
- MES of wet hair relatable to a young female target audience
- This approachable, gentle mode of address is constructed in such a way to appeal to the largest possible proportion of her target demographic.
- By presenting a straightforward and agreeable ideology to her target audience, Zoe Sugg does not challenge any possible regulatory guideline that YouTube might have, and therefore minimises risk and maximises profit
While Zoella presents a safe and accessible image to her fans, at times she can also be faintly controversial. For example, through the social media app Instagram, Sugg advertised products for ASOS without explicitly disclosing she was doing so. By not disclosing to the target audience that this was a paid for ad, ASOS took advantage of Zoella's celebrity and her huge pre-existing fan base. However, the ASA simply gave Sugg and ASOS a warning, and requested that they not do this again. In this sense we can see the regulation of online media s completely ineffective.
Additionally, Zoella has also caused mild controversy through a blog post about sex toys and female masturbation. While the content of this post proved offensive to a small portion of audiences, this was mainly due to the perception that Zoella targeted a much younger female audience. However, she is breaking absolutely no regulatory guidelines in posting articles about sex toys and masturbation. Even the articles on her website dealing with sex and health take a feminine mode of address through the web 2.0 layout and the use of soft, feminine colours. By appealing to an older, sexually active target audience, Sugg is addressing the fact that her audience have grown up. However, she does not include explicit imagery of concepts, and therefore has no issue with regulatory guidelines. This allows her to minimise risk and to maximise profit
In the article '26 Small & Curated Ear Piercings to Bookmark This Summer' , Sugg assumes the target audience will know about 'bookmarking' on Instagram. Articles such as this reinforce stereotypes and expectations of young women, namely that they wear jewellery and makeup. This article lacks any reference to subversive ideologies or any reference to politics, which allows Zoella to appeal to as large an audience as possible.