Question - Explore how Zoella conveys viewpoints and ideologies
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Underline the key terms
Explore how Zoella conveys viewpoints and ideologies
Knee jerk reaction
Zoella presents viewpoints and ideologies in a simple, straightforward and manipulative way
Plan
Binary oppositions
Layout
Anchorage
Ideology
Representation
Van Zoonen (rep)
Barthes
Proairetic codes
Hermenutic code
Symbolic code
Referential code
Hegemony
Polysemy
Fandom
Postmodernism
Direct mode of address
Genre
YSL - brand
Vibrant colours
Bloopers/mistakes
Relatable
Expressive
Hand movement
“Me and you”
“Grab a snack, grab a blanket”
Direct, yet relaxing mode of address
Introduction - DAC
Definition, argument, context
Ideology refers to the beliefs and values encoded by the producer of a media product. Ideologies reflect personal beliefs, yet they are also included to both manipulate and to influence the target audience for the purpose of power and profit. In this essay, I shall argue that Zoella presents a simple, straightforward ideological perspective in order to manipulate her naïve tweenaged target audience. Zoella is/was a beauty/lifestyle vlogger, who predominantly appealed to a young, female teenage target audience. However as her audience aged, Zoella rebranded as Zoe Sugg to appeal to a more mature target audience.
Paragraphs - PEA
Point, evidence, argument
p - One way in which Zoella uses ideology to convey meaning is through her extremely specific use of lexis.
e - Zoella utilises a range of comforting words in order to create a positive audience address. For example, in the video ‘New In Beauty : Blogger Mail 2’, Zoella draws explicit attention to the complexity of the title of the video, and how she has had to simplify it for her target audience. This personal mode of address takes the form of an unscripted conversation, and creates a friendly mode of address for her young target audience. Zoella introduces each video in the same way, and this is no exception. Directly addressing the camera, she excitedly says “hello everyone!”and exaggeratedly flicks her hands. This reinforces the comforting and reliable ideology that she presents throughout her videos. Zoella is friendly, reliable and can be trusted.
"Grab a blanket"
a - These examples of Zoella presenting a straightforward ideology are also an excellent example of how she expertly uses ideology to manipulate her audience. By presenting highly gendered products and aspects of MES, Zoella is clearly and directly manipulating her young target audience by cultivated ideological aspects of gender stereotypes. This in turn encourages her audience to conform to hegemonically accepted gender roles.
p - Another way in which Zoella expresses ideological perspectives is through..
p - A final final way in which zoella constructs a highly manipulative mode of address is through …