Online Media Exam Prep

Introduction:


Definition (what is online media? what is social and cultural context?)

Argument (What social and cultural context are you focusing on - representation, industry, ideology, viewpoints etc - How will I develop my response?)

Context (Zoella and Attitude)


Main Body:

Point
Evidence
Analysis / Argument

Representation:


Attitude - 
LGBT Representation
Stereotypes
Conventional ideals of beauty
Challenging traditional representations of masculinity
Stuart Hall (stereotypes)
Paul Gilroy (Post-colonialism)
Subversive, gender binary, androgyny, challenging, hetero-normativity, hegemonic

Zoella - 
Stereotypical depictions of gender, conventional femininity and masculinity
Hetero-normative representation
Domestic, conventional ideals of beauty
Ultra traditional
Lack of non-white representation - could mention Gilroy
Judith Butler - Gender Performativity, construct
Liesbet Van Zoonen - Objectification / sexualisation of bodies
Purposefully infantile

Evidence Of Representation:


Attitude -
'Positive' Representation
Online magazine articles
'Boys' section - promotes arguably reductive representation of masculinity - reinforcing stereotypes and hegemony
Why? Re-purposing stereotypes as a reaction to constructing gay identity / 'othering' - embracing stereotype
Magazine front cover of Jake Shears - subversive, challenging rep of masculinity that challenges stereotype

 Zoella - 
Our Christmas Eve traditions -hegemonic roles of woman
The Zoella Apartment
Zoella - Women are passive, domestic, and cultivate space for beauty and visual aesthetic
Alfie male stereotypes
Reinforces heteronormative, hegemony of whiteness, limited non white representation

Industry


Attitude:
Published by Stream Publishing
Launch of website on 2014, synergy, digital convergence
Twitter, social media accounts
Shift in production from industrial to information
Press pack
Curran and Seaton - limiting of variety, creativity, monopoly of power
Ineffective regulation - IPSO
Hesmondhalgh - horizontal and vertical integration

 Zoella
Youtube
Monetisation, commercialisation of YouTube
Driven by financial gains, view, retaining advertiser interest
Algorithm and the Adpocalypse
Upload compliance
Narrow censored content that contrasts her original uploads
Zoella is highly cultivated and constructed, reliant on advertisers and retaining her fanbase
Ineffective Regulation,
Hesmonhalgh (power of bigtech led to a passive audience that doesn't fight back)


Ideologies and Viewpoints


Attitude:
Inclusive, informative 'guide' for the LGBT community
Attitude implies a challenge to heteronormative ideology and a confident stance to any discrimination, prejudice or homophobia - reflected in its online articles
Aim to promote subversive content that challenges traditional representation
Adopts stereotypes to construct its own identity
Somewhat contradictory ideology press pack

 Zoella:
Unmediated, spontaneous content that is constructed to feel accessible and relatable
Direct mode of address and everyday aesthetic
Natural aesthetic
Constructed, cultivated persona
Aspirational content through cultivated technical elements
Reflects social / historical context of vloggers and YouTube content

Comments

Post a Comment

Popular posts from this blog

Adbusters Representations

Image
 (350PPM is a company that wishes to reduce the CO2 in the atmosphere to 350ppm from 400ppm (Parts Per Million)  ) This image subverts the typical identification of gender through the use of an androgynous person. This can be clearly seen in the image with the person seemingly showing a lack of gender. I think that this subverts stereotypical gender notions because the person in the image isn't sexualised, nor does it objectify the person in the image. I also think that the person in this image subverts typical gender norms by not conforming to a typical male or female look. They have an incredibly symmetrical face, including the hair looking completely mirrored. Notably, they also have no eyebrows, which are usually a stereotypical and defining feature between male and female. Males typically have thicker eyebrows, while female eyebrows are more elegant and refined. This image features a group of people, supposedly workers or refugees, behind barbed wire, screaming. This is
Read more

Judith Butler / Bell Hooks / Van Zoonen

Gender Performativity (Judith Butler) Identity is a performance - it is constructed through a series of acts and expressions that we perform every day. While there are biological differences dictated by sex, our gender is defined through this series of acts. These may include the ways we walk, talk, dress, etc. Therefore, there is no gender identity behind these expressions of gender. Gender performativity is not a singular act, but a repetition and a ritual. It is outlined and reinforced through dominant patriarchal ideologies. Feminist Theory (Bell Hooks) Feminism is a struggle to end the patriarchal oppression and the ideology of domination, and that the position of the underrepresented is by class and race as well as gender. Constructs of Masculinity: (Van Zoonen) Movement Silence and impassivity Strength, muscularity, and aggression Competition - males as gladiators or combatants Constructed more through to intra-diegetic gaze - the ways that that they are looked a
Read more

Representation Of Zoella

https://www.youtube.com/playlist?list=PLwmklcLO2MyADUNxeOyha0EMBjr6OKpeP Zoella Full Collaboration Playlist ( 78 Videos) Joe Sugg / ThatcherJoe - White, Straight SprinkleofGlitter - White, Straight Fleur De Force - White PointlessBlog - White AThriftyMrs - White Marcus Butler - White Tanya Burr - White 'Jim' - White, Straight Alfie Deyes - White, Straight Joey Graceffa - White, Straight Troye Sivan - White, Straight DailyGrace - White, Straight BabyGlitter - White, Straight Miranda Sings - White, Straight Caspar Lee - White, Straight Gabby - White, Straight Tyler Oakley - White, Gay The potential impact on audiences of any absent representations (what stereotypes / dominant ideologies is this representation fuelling?) Does Zoella subconsciously associate beauty deals with specific ethnic groups for her audience? How do those representations or 'absences' reinforce 'otherness' according to Stuart Hall? Within the selections of the video
Read more