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Done by alice

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- convention
- zoella has to make a public apology
- audience reception theory / fandom

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- support domestic ideologies
- “ I want to be like Alfie’s mum”
(In terms with her preparation for Christmas)

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- Zoe and Joe (siblings) merch name
- had a temporary pop up shop in London
- they had meet and greets with fans
- maximising profit minimising risk
- David Hesmondalgh

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- conventions where world wide YouTubers have meet  and greets and do collaboration videos with one another
-platform to create and colab

- opportunity to sell there merch

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- low in production value video
- drawing/ narrating key areas of her life
- good example for how she is a very authentic with her branding
- what fans what to see / what to know
-amateur aesthetic videos can sometimes have more realism than a carefully constructed video

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- multi channel network (MCN)
- shows how zoella is a strong women
- mentoring programme from Zoella and Alfie
- supports other influencers

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- when audiences members fully talk about another product and they immerse themselves within the brand.

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- “Zoella and Alfie” ZALFIE
- Post modern like - Henry Jenkins
- fans can be harshest critic but biggest supporter
-  Fans can be integral
- Jenkins says : the internet has allowed fans to gather and create their own texts and easily share there work.
-  online community interacting & creating our own content
- Jack mate creates a critical video based on zoellas “advent calendar” and mocks the products

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-“panic and anxiety video”
- aims to be transparent with audience
- #panicattack
- para social interaction
- unscriptive narrative
- interaction in the comments section
- viewers can receive support from zoella and other viewers

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Website article
Reinforces feminist ideals
“girls”
“when women support eachother incredible things happen”

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Two step flow
- opinion leader
Affordable clothing )   Clay shirky
- fans can relate )         Comments

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https://www.youtube.com/watch?v=7-iNOFD27G4

KEY POINTS OF THIS VIDEO