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Uses & Gratifications: Personal Identity 

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Uses & Gratifications: Personal Identity 

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Personal Identity - Viewers can recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics.

The emphasis placed on stereotypically female interests such as beauty, fashion, romance and baking · the use of ‘how to’ videos such as ‘MY “GO TO” EVERYDAY HAIRSTYLES’ Zoella reinforces this by  making videos doing her hair and makeup which represents her as the stereotypical woman who takes a pride in her appearance.

Zoella creates videos of 'Try On Hauls' which shows her trying on her new clothes. This shows her viewers outfits she will wear in the future and the audience use this as inspiration for themselves and will wear similar outfits to what they see from her as they aspire to dress the same

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Zoella. 2,493,437 likes · 1,877 talking about this. OFFICIAL PAGE - Zoe. 26. Zoella, 6th floor 60 Charlotte Street London W1T 2NU Contact: http://bitly.com/contactzoella

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The branding of blogs and vlogs through design features 

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The branding of blogs and vlogs through design features 

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The use of a personal mode of address (e.g. the ‘Anxiety – The Update’ post in the ‘Life: Thoughts’ section of the blog, the 'handwritten' signature style font used for Zoella's logo etc.)

What is on her 'anxiety- the update' blog post?
Title made to seem as if we are catching up as friends.
Her casual appearance in little make-up and a hoodie made to look authentic (informal code of dress glasses to connote serious topic)
Images made to appear as it taken on a phone (seem unmediated) but instead on a professional camera.

The content in Zoella's 'February Favourites' video
GENDERED CONTENT: focuses on cosmetics (hair/skin products),
-INFORMAL LEXIS: 'babe'
-AUTHENTIC STYLE: doesn't edit out rain making it feel more casual as if we are sat with her as friends.
-ADDRESSES AUDIENCE: 'you know when...'
-POSITIONS AUDIENCE: expects audience to identify and relate to her

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To develop their audience reach further, YouTubers also produce collaborative content to create subscription uplifts via content made available on fellow YouTube channels. Zoella creates at least one collaborative vlog every month – indeed, some commentators view Alfie’s relationship with Zoella as a commercially expedient marketing opportunity. However, these collaborations provide more than commercial synergies. They suggest a sense of community; an integrated vlogging community to which the audience are invited to become a part.

Collaborations
Zoella appears in videos with other vloggers - Tanya Burr, Alfie Deyes, Joe Sugg. These help broaden her fanbase and reach a wider audience.

Often separated into 2 videos. One of her channel and the other one onto Tanya's for example.

Collabs often end in a call to action as viewers are instructed to subscribe to the channel of each creator. Links are in the description box.

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Youtubers usually do giveaways or competitions to give back to their audience and thank them for how supportive they have been. The competition usually comes with rules e.g. subscribe to their youtube channel/s , follow them on all their social media, leave a comment etc. This helps the audience feel included in the video.

Zoella also gets many positive comments on her youtube videos. On her most recent video "

Ultimate Pizza Taste Test With Mark" the most recent comment says "3 fav things Zoe, Pizza ,Mark and Zoe videos" and "OKAY BUT CAN WE APPRECIATE ZOE'S LIPSTICK???? SUCH A BRIGHT COLOUR AND IT STAYED ON!!!"

Audience participation and interaction
Comments on videos, blog posts, tweets, etc...
She asks her fans for opinions on what they might like to see in future videos so her audience feels 'active' and that the relationship goes two ways.

Comments always positive however she has control over which comments are shown or not (mediated) to represent herself positively.

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Uses and Gratifications theory as developed by Bulmer and Katz suggests that media users play an active role in choosing and using the media. Bulmer and Katz believed that the user seeks out the media source that best fulfils their needs.

The uses and gratifications theory assumes the audience chooses what it wants to watch for five different reasons.

Information and Education – the viewer wants to acquire information, knowledge and understanding by watching programmes like The News or Documentaries.

Entertainment – Viewers watch programmes for enjoyment.

Personal Identity - Viewers can recognise a person or product, role models that reflect similar values to themselves and mimic or copy some of their characteristics.

Integration and social interaction – the ability for media products to produce a topic of conversation between people. For example who is the best contestant on The X-factor who which was the best goal shown on Match of the day.

Escapism – Computer games and action films let viewers escape their real lives and imagine themselves in those situations

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