This document contains an in depth example of analysing media content. In this instance, it includes a youtube vlogger. The content of this document has in depth detail to achieve high grades and includes theoretical perspectives and arguments with certain terminology to support your knowledge.
Audience Appeals (Zoella)– in exam, EVALUATE AND
DEBATE THEORIES!
‘DOES YOUR DOG DO THIS? | VLOGMAS’ (YouTube – Zoe)
- She mentions how during ‘vlogmas’, there is less time to tidy the home. She mentions how
she is going to spend her afternoon sorting the house out. This can link into today; females are still
expected to do the domestic labor within the household. This reinforces the female stereotype of
completing the domestic labor.
- The dog being shown has cachet due to how many females are nurturing and will admire
the dog or relate it to their own pet.
- Interpellation takes place between the TA and Zoe due to how there are a lot of shared
ideologies. For example, many young females find
passion through fashion and make up and therefore,
they will feel they can connect more personally to Zoe.
- When she is looking down at the advent
calendar for her dog and with her dog, it comes across as
though the dog is a part of her family and connotes a
sense of belonging and nurture. The fact that she is
reading the advent calendar reinforces how females are stereotypically seen as well-educated and
appreciative of small details. Similarly, her dress code is of a red jumper. This links into the festive
season of Christmas and implies how she enjoys exaggerating and showing her excitement to
others.
- Percy (Zoe’s pet rabbit) is having their hutch cleaned out by Zoe. The fact that her rabbit is
given a name creates a more personal relationship with her rabbit. This allows the TA to see how
she is a thoughtful, maternal and sensitive woman. This may remind the audience that this is how
‘women’ should all be (George Gerbner). Linking into Y+R consumer characterisation model, Zoe
comes across as though she is a mainstreamer. She completes many of the domestic roles and
appears a creature of habit whereby she remains prompt at tasks she sets herself. Consequently,
females are stereotypically seen as of the more sensitive gender. Considering her TA is
predominately young females, these women will continue seeing the interpellation of how
females should behave and these specific messages will be instilled within them and they will
begin to believe that is how they should be without questioning it (Cultivation theory)
- Blumer and Katz (Gratification Theory) – Zoe gives information on how she feels is the
best method to do certain things. For example, we are able to see how she cleans Percy’s hutch.
Surveillance also takes place throughout her vlogs. The TA are able to feel involved with her life
due to seeing what she does. For example, when she goes to work.
, - When preparing a bath for her dog, she
refers to her as ‘good girl’ when she walked into to
bathroom – nurturing, maternal, feminine,
exaggerated and sensitive. Also, the comcept of
giving her pet a bath creates a maternal implication of
Zoe. It connotes how she treats her pet as though she
is just as important and precious as a human.
- The bath bomb she shows us closely in detail is what many females find fascinating in and
would therefore want to purchase one themselves. This increases her celebrity endorsement.
- ‘She knows’ ‘You know don’t you’ – talks to the camera (interacts with TA making them
feel appreicated. She talks to dog, Nala.
- While Zoe was opening gifts from her family and
friends, she uses direct mode of address and shows us
closely her gift. This creates a more personal relationship with
her supporters; building up the rapport with them. The fact
that her boyfriend, Alfie is also in her vlog also appeals to
the target audience. Many females struggle to find
hapiness with somebody. They also desire to find
someone who leaves them captivated and gives them appreciation, attention and shows them
their love for them. The Uses of Gratification theory is applicable here due to how escapism is
created. The TA will be able to appreicate Zoe’s fortunate lifestyle. They will be able to escape
from their own lives and focus on Zoe’s life that they dream of having.
- ‘It is time for you to go upstairs’ – talking to the dog, Nala as though she could understand
her. She is sensitive, personal, thoughtful, empathetic and maternal.
Blog: https://www.zoella.co.uk/2017/12/everyday-festive-glam-look-ad.html
(EVERYDAY FESTIVE GLAM LOOK | AD)
- Close up shot of her make up collection that she often uses. The
makeup she sometimes uses is ‘Benefit’ and therefore, she is educated
on the advantages on the product. She is also wealthy enough to afford
such good quality make-up. Y+R Consumer characterisation model can be
applied here. She can be seen as the ‘succeeder’ due to how she buys the
best products due to having a successful job. The TA will feel aspired
to be like her and continue reading her blogs to learn more about her
personally. From this we can see she is a materialistic individual (aspirer).
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