ZOELLA MEDIA/ ATTITUDE WEBSITE

PAPER 2 : Online Media 1 : ZOELLA

​Application of theory: Representation (Stuart Hall)

• The idea that representation is the production of meaning through language, with language defined in its broadest sense as a system of signs.
• The idea that the relationship between concepts and signs is governed by codes
• The idea that stereotyping, as a form of representation, reduces people to a few simple characteristics or traits
• The idea that stereotyping tends to occur where there are inequalities of power, as subordinate or excluded groups are constructed as different or ‘other’ (e.g. through ethnocentrism).

​Application of theory: Identity (David Gauntlett)

• The idea that the media provide us with ‘tools’ or resources that we use to construct our identities.
• The idea that whilst in the past the media tended to convey singular, straightforward messages about ideal types of male and female identities, the media today offer us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas.

Application of theory: Gender Performativity (Judith Butler)

• The idea that identity is performatively constructed by the very ‘expressions’ that are said to be its results (it is manufactured through a set of acts).
• The idea that there is no gender identity behind the expressions of gender.
• The idea that performativity is not a singular act, but a repetition and a ritual.

​The representations feel less constructed and therefore more real. She makes a real effort to keep her vlogs as authentic and ‘real’ as they can be, showing all of her life rather than just the positive aspects. 

With it being a self-representation there is obviously a sense of biasness as she is unlikely to present herself in a negative light. However she is representing herself as the way she would like to be portrayed. 
The representations feel less constructed and therefore more real. She makes a real effort to keep her vlogs as authentic and ‘real’ as they can be, showing all of her life rather than just the positive aspects.
 
With it being a self-representation there is obviously a sense of biasness as she is unlikely to present herself in a negative light. However she is representing herself as the way she would like to be portrayed. 

ATTITUDE is an online website dedicated to LGBT community. 

exam question

EXAM QUESTION: Attitude and Zoella

Clay Shirky argues that audiences in today’s online age are no longer passive consumers of media content.  How far is this true of online audiences ? 

 

Nowadays; the online audience is mostly teenagers behind their screen commenting on content creators social platforms like Twitch, Instagram, Youtube. The main social platform where the most interactions happen between the fans and the content creator is Twitter.

There are a lot of PROSUMERS online which mean that active consumers can then make their own videos and then influence their consumers that spark new views and opinions which will then create a fued or rivalry between major fandoms. This supports the argue that audiences today are no longer passive consumers of media content.

PSI (Parasocial interactions) forming a friendship with a content creator and having the viewer feel as if they've experienced everything that their favourite content creator has been through; highs and lows because they have tuned into all of their vlogs. 

Attitudes target audience which is people from the LGBTQ community are not really seen as passive consumers as of lately due to the fact that they have been targeted by many online factors addressing their situation. The gay community are often targeted by big brands like playstation trying to normalise

Money can be a factor in the production of digital media content and how accessible it is to consumers 

- Younger audience can have a chance to view the newspaper allowing them to also share their thoughts creating a more active audience and having more data. Biometrics are on all social media apps so that the ads that are shown have relevance. 

-Producers are the products for companies like YouTube. Having an active audience that likes, and views the creators content like Zoella for example generate money towards YouTube. Having that active audience helps companies make money so the idea of 'liking, subscribing, sharing etc' is pushed onto viewers forcing them in a way to become active consumers.

Audience behaviour has changed due to the internet and the ability for audiences to create their own content at home thanks to the lower cost of technology. This new audience doesn't just consume media, but also produces it – creating the term 'prosumer'.

 

Globalisation 

What is meant by Globalisation?

• The international popularity of genres such as Nordic Noir (the 3rd season of The Bridge was shown in over 150 countries).
• Interconnectivity of media products worldwide.
• TV shows and channels can be viewed in many countries around the world.
• The global reach of companies such as Netflix and HBO Max

The Rise of Non-English Language Programming (NELP) on British TV.

• Which British channels are at the front of broadcasting NELP?

BBC and Channel 4

• Which cannel is considered the Home of Nordic Noir?

BBC 4 - Self proclaimed. BBC 4 have given themselves that title

The Rise of International Co-Productions

• What are international co productions? 

International companies funding outside projects. Companies from other countries will help pay to produce the product.

A global industry is when a media product integrates ideas through the worldwide cross-cultural exchange. 

The significance of the economic and industry is regulated and 0

Due to the BBC having no external commercialisation. Dramas and quality programming is usually financed by the external commercials that fund the producers like hair products and other sponsors. BBC is funded by 

CRIME DRAMA

 Genre/ Crime Dramas

Crime dramas usually follow a main detective who is on a hunt to catch someone - usually a murderer. Throughout the drama there would be red herrings and hints dropped to trick the audience and keep them on edge. The killers identity would will often be revealed at the end of the series. 

Nordic Crime Drama

The Enigma Code is simply a theory that suggests a text (whether that can be television, film or a poster) portrays a mystery to draw an audience in. ... This allows the audience to pose questions and as such become intrigues in the piece.

Action Codes are common in crime dramas, for example the slow-mo scenes that build a lot of tension

-Crime Solvers/ Police 

-Criminals

-Victims 

-Chase scenes

-The hero (protagonist) 

-The Villain  (antagonist) 

-Betrayal 

-Use of props, weapons like knives and guns, dead bodies and blood

-Conflicts due to police and families

Drama Codes and Conventions

-Love interests being involved and affecting the decisions of the protagonist

-Lighting is quite grey to show mostly dramatic tones 

-Mise-En-Scene