https://padlet.com/17jacksonholly/vzhe3rhcg07p How far can aspects of identity be seen to affect the way in which audiences use online media? Discuss with reference to Zoella. en-us 2019-02-04 19:58:50 UTC 2019-02-04 21:12:40 UTC hello@padlet.com 17jacksonholly https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327525689 - The media provides us with 'tools' or resources that we use to construct our identities
- The media today offers us a diverse range of stars, icons and characters from whom we may pick and mix ideas]]> 2019-02-04 20:25:01 UTC https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327525689 17jacksonholly https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327526305 - The idea that the internet and digital technologies have had a profound effect on the relations between media and individuals
- 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.]]> 2019-02-04 20:26:36 UTC https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327526305 17jacksonholly https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327527260 - Communication is a process involving encoding by producers and decoding by audiences
- Dominant-hegemonic position: encoder's intended meaning
- Negotiated position: Legitimacy of encoder's message is generally accepted but adapted or negotiated to fit the decoder's own experiences or context
- Oppositional position: Decoder understands but disagrees with the intended message]]> 2019-02-04 20:28:51 UTC https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327527260 17jacksonholly https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327528398 - Fans are active participants in the construction and circulation of textual meanings
- Fans appropriate texts and read them in ways that are not fully authorised - ''Textual poaching'
- Fans construct their social and cultural identities through borrowing and inflecting mass culture images, and are part of a participatory culture that has social dimension

]]> 2019-02-04 20:31:26 UTC https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327528398 17jacksonholly https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327530584 - Zoella's main audience: Young teenage girls (11-15), social class E, aspirers/mainstreamers
- Zoella's audience seem to admire her and aspire to be/look like her when they grow up which is evident from the comments on her content
- Zoella portrays herself as living a very luxurious lifestyle as seen in her vlog 'Time Out in a Treehouse' where she has a weekend away in a luxury lodge for free with her friends
- Zoella often talks about high end brands such as Charlotte Tilbury in her videos, which her audience may aspire to own]]> 2019-02-04 20:35:55 UTC https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327530584 17jacksonholly https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327532859 - Zoella seemingly intends to send out a positive, empowering message to her young audience, such as to be self-confident. She has also made posts to empower women, for example her website post on International Women's Day dedicated to women who inspire her.
- However, these ideas may be perceived in a different/negotiated way (Hall's reception theory) as viewers may see Zoella's image as something they must conform to, following her tutorials to appear a certain way and perhaps feeling pressure to constantly look glamorous - fandom theory.
Additionally, Zoella clearly places herself in the domestic sphere, often conveying harmful stereotypes of women. For example, in one video, she talks about her domestic role over Christmas, and the pressure she feels to maintain her home. Her relationship with Alfie also conveys this, as he seems very dominant in vlogs where he is featured, often talking over Zoella and interrupting her - Gerbner's Cultivation theory - reinforces mainstream ideologies.]]> 2019-02-04 20:41:07 UTC https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327532859 17jacksonholly https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327536571 - Zoella's audience may be more passive as they generally accept and support the meanings of Zoella's content, although they may perceive it in a different way from what she intended.
- Zoella's audience aren't fully able to actively participate as her comments are clearly monitored.]]> 2019-02-04 20:49:42 UTC https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327536571 17jacksonholly https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327543413 - A construct created by Zoe Sugg
- Vlogs centred around beauty, lifestyle and Zoella's everyday life, such as what she does with friends.
- Also a brand]]> 2019-02-04 21:09:14 UTC https://padlet.com/17jacksonholly/vzhe3rhcg07p/wish/327543413