Young Actress.' Following this, she was cast as leading role of 'Zoey Stevens', in the Disney Channel original movie 'Zapped.' (DeLuise, 2014) During this time, Zendaya began to produce her own music, releasing a debut album, 'Zendaya', selling 7,000 copies in the first week. In collaboration with Bella Thorne, Zendaya also releases two music singles, 'Swag It Out,' and 'Watch Me.' Her star image begins to stretch from the television industry into the film and music industry, however, she is not yet renowned for her role in music.

'The former Disney Star Zendaya is reinvented as the self-destructive, self-loathing Rue, in what is a truly astonishing, mesmerising performance, upending every expectation of what she could do.'

This made her the youngest two-time Emmy winner, at age 26, as well as the first black woman to receive an Emmy for 'Lead Actress in a Drama Series' twice.

Zendaya's Euphoria career earned her these awards; her star image beyond Disney is cemented.

Zendaya becoming a staple in the 'Spiderman' universe certifies her name within the Marvel Industry. Her on-screen romance with co-star Tom Holland reflects highly within critics reviews and within the adolescent audience of the series. The film garnered her more public appearances and press events, as a result of her winning a People's Choice Award, and a Saturn Award for her role as MJ. The majority of audience reception towards her role remained positive.

Her star image here is established by the transition between her smaller roles to her growing roles and stardom.

'the characters are drawn well, the jokes are timely and Zendaya is Meechee.'

Zendaya is regarded as the highlight of the film, despite her acting competition being well-established names within Hollywood.

The majority of film critics seem to agree that the film itself was a mess, however Zendaya's reputation as an actress does not seem to falter as a result.

'Zendaya has some bright spots, but there are a few moments when her role feels like a retread of what she’s done on 'Euphoria.' And while this film doesn’t necessarily show anything that we hadn’t already seen from her, she’s still a force to be reckoned with. Fans of Zendaya were eager to see her in something new, but the film drew criticism for its portrayal of the couple’s unhealthy relationship.'

Although the movie arguably proved to be a flop, Zendaya remained consistent in her mature roles, portraying a toxic relationship with co-star John David Washington. Her star image is significant within her role in 'Malcolm & Marie' as it portrays that, although her transition from Disney to 'Euphoria,' not all audience reception of this shift is received positively, and people seemed notably disappointed with her role here.

The marketing for this film is extensive, including collaborations such as Fortnite, Hyundai, TikTok, PUBG Mobile, Tampico, and Fuel, gartering significant publicity for Zendaya, as well as for boyfriend Tom Holland, and moreover their relationship as a whole, and how it is reflected onto their on-screen chemistry between MJ and Peter Parker.

Documentary film is a new stint for Zendaya, who previously only appears as an actor. Following her being named '100 Most Influential People' the previous year, she leans into an activist role in this film, gaining an audience reception of admiration, and a star image a strong black figure in the media.

Co-starring alongside Timothée Chalamet, an actor recently renowned for his starring part in 'Call Me By Your name,' surfaces positive reception for the film itself, as well as the excitement that Chalamet and Zendaya (two of the most significant actors at the time) will feature in the film together.

This type of publicity generates buzz for the film, their style reflective of the film's aesthetic, as well as the romance between both their characters. Their real life friendship also supports their dynamic within the film and implies an authentic star image.

'Zendaya’s Tashi is an intimidating presence, both on and off the court. She navigates her role with a compelling mix of strength and sophistication, and portraying Tashi as a catalyst in Art and Patrick’s lives giving her the role of attractor, antagonist and trickster.'

'The idea of a love triangle headed by Zendaya, currently at the peak of Mount Stardom, seemed to force users into a state of Twitter/X-based rapture.'

As well as this, they state:

'By match point, most viewers will find themselves echoing the punters in the stands who precisely move their heads back and forth, glued to the action. It barely needs to be said that this is partly thanks to the brilliant performances of Zendaya, Josh O’Connor, and Mike Faist. Zendaya manages to divert the intensity of Tashi into tiny facial movements, with this exploding into fierce passion at moments of high emotion.'

Collaborating with another well-known star promotes the concept of stardom and gains a cross-platform audience.

'Lancôme has added Zendaya Coleman to its stellar line-up of brand ambassadors, alongside the likes of Julia Roberts, Lupita Nyong’o, Penelope Cruz and Kate Winslet.'

Becoming a spokesperson for the skincare brand, as well as in 2020, for 'Bulgari' and 'Valentino.' Partnering with luxury brands implies her star image is becoming one of maturity and elegance.

Her photoshoot features water-themed fashion styles.

In relation to this, they release a photoshoot featuring Zendaya and their handbag collection. Vogue follows this up with an interview article on her favourite bags.

This reveal drops before the release of films 'Challengers' and 'Dune: Part Two.'

Zendaya '...picked up the Visionary Award for her efforts in promoting diversity and inclusion in fashion and film.' at the 2020 Green Carpet Fashion Awards.

The event was introduced by Robert Downey, featuring other celebrity appearances such as Ellie Goulding, Anna Ewers, and Tomi Adeyemi.

Press surrounding this event, as well as the award itself, help to promote Zendaya within the fashion industry and establish her star image as a fashion icon.

'Zendaya crowned Fashion Icon at the CFDA Fashion Awards.'

'The actress, who has made a real name for herself on the red carpet over the past year, is being recognised for her contributions to the fashion industry.'

Zendaya is ultimately established as a 'Fashion Icon,' her red carpet persona being well-recognised as expressive, inclusive, classy and influential.

'I have always hesitated to use the word "activist" for myself. That is a lifestyle. That is a choice every day to be doing the work and devoting your life to a cause. And I don't feel I am deserving of the title.'

Although, her work arguably renders the significance of 'activism,' and her denial of coining such a title may further the idea of her star image as authentic and humble. Her charity work supports the transition she has experienced regarding star image throughout her career, as her new emboldened and passionate character denotes her political stances and authenticity.

'...sexual chemistry constituted as a sexual fantasy enveloping perfume and celebrity.' (Redmond, 2014)

She is portrayed as a sensual and erotic, powerful female character, much dissimilar to that of her Disney Channel star image.

In relation to this case study, Zendaya sells the image that she is authentically charitable very confidently through her 'activism' work. The very idea that she refuses to call herself an 'activist' promote the idea of authenticity as she appears humble, such as the UNAIDS work she did for her 19th birthday. She sells herself as an image of genuine charity.

In relation to Zendaya's Disney Channel career, Redmond's idea of a 'shrine' may relate to the theory of nostalgia and celebrity. Idols that we grow up with as children to teenagers become a 'shrine' within our collective memories. Zendaya as a Disney Channel star is worshipped by the audience from a young age, for example through her merchandise, and we create a physical and mental 'shrine' towards this. We are then more likely to take interest in this as we grow up, following her career as this teenage 'shrine' develops into an icon of nostalgia.

Through Zendaya's own brand and merchandising, as well as the advertising she produces for other brands, she is portraying the image onto her young, impressionable audience that if they purchase her fashion line, then they themself can become what Zendaya embodies, and ultimately become 'her,' highlighting her star image as one that is aspirational and beyond.

Zendaya showing up to these media events create self-made marketing of her identity. Buzz is created at the idea the celebrity is here and wearing famous branded clothing, sporting a specific hairstyle, in mediated jewellery, speaking to X celebrity and Y magazine. It also implies that the star's audience will aspire to look and be like them, seeing the satr at these events in a limelight and viewing them as an ethereal figure

Zendaya's relationship to Tom Holland is the most significant factor that the audience sees into her private life. This construction of private identity is arguably essential into viewing her as an authentic persona. This effectively transfers onto her the movie promotion for the 'Spiderman' films, their relationship is seen as entirely authentic, and mirrors that between Peter Parker and MJ.

'Similarly, tabloid and entertainment magazines, fan-authored and official Web sites devoted to celebrities, and any other forum where celebrity lifestyles are the main topic of concern also bring the celebrity close to the audience by making her life not so far removed from the audience's own.' (Meyers, 2009)

Zendaya's star image is personalised for the audience through fan practices like this, and allows her image to develop through fan to fan interactions and experiences.

'A personae, however, cannot be located in a unique or a discrete object; a personae is formed by the relations of a series of performances and assembled objects, and is never a single act, object, profile, or account. Personae is accrued and curated.' (Marshall et al, 2020)

In Zendaya's focus, her 'independent woman' personae was constructed perhaps after her departure from Disney Channel, and from her release into more solo and and wider arrangement of career opportunities through her film and music career. Although her departure from Disney itself may play towards the 'independent woman' persona.

Zendaya's 'independent woman' personae juxtaposes the expectation of female celebrities within in the media; to establish a stable relationship. However, Tom Holland being a beloved celebrity himself seems to arguably make Zendaya an exception, her relationship empowers and reinforces her as an authentic figure, who therefore creates the 'independent' representation seem all the more genuine.