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This is the idea that the media provides us with 'tools' or resources that we use to construct our identities. This relates to Zoella as in her videos she demonstrates how to do her makeup and the audience watch this and start using the same techniques. Also, 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
Gauntlett also said that media sends messages about ideal types of male and females. 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 and how 'women are just to look at'. Also in many of her vlogs, we see Zoella take on the domestic role. For example, she is seen as organised with doing housework and creates baking videos on her YouTube channel.

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Fans can be influential on how a text is constructed so therefore if Zoella's fans are not happy with her content they can share their opinion all over her social media which therefore can make her change her content. Zoella's fans are mostly young teenage girls, who are more likely a active audience, furthermore audience's nowadays are becoming "prosumers" (producer & consumer) and can have a voice that can affect what Zoella posts.

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Zoella constructs an identity of herself by the way she presents herself on social media.

We understand and construct our own identity by drawing on representations we find in the media

The increased amount of media available to us gives the impression of an almost endless range of possibilities

The media represents a plurality and diversity of representations for us to choose from.

Zoella's identity is "the girl next door", someone who Zoella fas find relatable and someone whom they can connect with on a personal level.

Zoella is very open with her fans, talking about her struggles with anxiety and panic attacks, this therefore can help fans who struggle with these same sort of issues.

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The idea hat fans are active participants in the construction and circulation of textual meanings

The idea that fans appropriate texts and read them in ways that are not fully authorised by the media producers ("textual poaching")

The idea that fans construct their social and cultural identities through borrowing and inflecting mass culture images, and are part of a participatory culture that has a vital social dimension.

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The idea that communication is a process involving encoding by producers and decoding by audiences.

The idea that there are three hypothetical positions from which messages and meanings are decoded:

The dominant-hegemonic position: the encoder's intended meaning (the preferred reading) is fully understood and accepted.

The negotiated position: the legitimacy of the necoder's message is acknowledged in general terms, although the message is adapted or negotiated to better fit the decoder's own individual experiences or context.

The oppositional position: the encoder's message is understood, but the decoder disagrees with it, reading it in a contrary or oppositional way.

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Founded by @ZoeSugg
💻 Empowering content to watch, read, learn & shop. ✨ Good vibrations and breaking taboos
🙌 More self-pleasure, less BS

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Representation of gender: Zoella
Gender refers to the social construction of male and female – the way male and female are expected to behave and to appear etc.

This suggests that gender isn’t ‘natural’ but socially constructed. Therefore we can select and reject gender characteristics.

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The idea that the internet and digital technologies have had a profound effect on the relations between media and individuals.

The idea that the conceptualisation of audience members as passive consumers of mass media content is no longer tenable in the age of the internet, as media consumers have now become producers who "speak back to" the media in various ways, as well as creating and sharing content with one another.

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The idea that the media provides 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.

Media representations are constructed in the form of stories or narratives (whether fiction or non-fiction)

These stories ‘provide an opportunity…to think about the kind of person they want to be’ (Gauntlett, 2008).