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Online media

Explore the diverse forms and functions of blogs, how semiotic theory applies to vlogs, and the impact of representation theory on gender stereotypes in blogging. Discover how content creators like Zoella generate income, target audiences, and engage with users. Reflect on the cultivation theory's application in blogging.

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Online media

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  1. Online media Section C – Blogs: Zoella

  2. What are the Conventions and Type of Blog? • They come In different forms and have a wide range of purposes or functions. They can be political or personal, instructional or journalistic. Some are created by amateurs while others are produced by professionals. They may be commercial or non-commercial. They also cover a wide range of topics. There are food blogs, health blogs, film blogs, travel blogs, research blogs and news blogs.

  3. Blogs and Vlogs: How can you apply semiotic Theory? • Semiotics is the processes through which signs convey meaning. • Consider the significance of the paradigmatic choices that have been made as well as the connotations of the various signs that are used. • Youtubers create a brand identity for their channel is through the customised banner that appears at the top of their homeplace.

  4. How can you apply David Gauntlett's Theory of Identity to Zoella? • Key element of this theory is the idea that the media provide us with some of the tools that we use to carry out identity work. • The idea that the media provide us with resources in the form of stories. He suggests ‘we use these narratives to frame our experiences and to bring order to the stream of “stuff” that goes on in our lives’ • By sharing their personal stories and experiences online, bloggers and vloggers such as Zoella and Alife Deyes provide fans with a means of imposing order and meaning on the ‘stuff’ that they experience in their own day-to-day lives.

  5. How can you apply Stuart Hall’s Representation Theory? • In language, we use signs and symbols – whether they are sounds, written words, electronically produced images, musical notes, even objects - to stand for or represent to other people our concepts, ideas and feelings. Representations through language is therefore central to the processes by which meaning is produced.

  6. Representation of Gender: Does the blog Reinforce or Challenge Gender Stereotypes? • - To what extent does it reinforce or challenge gender stereotypes? • Does it use a gender-specific mode of address? • What topics and interests does it cover or explore? Are these gendered in any particular way? • The emphasis on fashion and beauty that is commonly found in blogs and vlogs aimed at teen and pre-teen girls could be seen to reinforce stereotypical understandings of gender. In many ways, the function that these products perform, particularly in terms of gender socialisation, is similar to the role that has traditionally been performed by girls’ magazines.

  7. Representation of Gender: What topics and interests does it explore, are they gendered in any particular way? • In Zoella blog she has different categories such as shopping, makeup, fashion, travelling and baking.

  8. What is the impact of recent technological changes on online media? • Some theorist argue that the rise of online media has disrupted the power structures that traditionally operate within media industries to a significant extent. However, others have been able to consolidate their cultural and economic power by exploiting the commercial potential that these new platforms offer.

  9. How do content creators such as bloggers generate income? Give three examples. • Through adverts. The advertisements that feature on a YouTuber’s channel can take various forms. These include: • Display ads or banners which generally appear beside or below the video that is portion of the video. • Overlay ads which are placed over the top of the video content in the lower portion of the video. • Video ads which appear before, during or after the video.

  10. How does Zoella target and appeal to audiences? • Collaboration videos which is content that attract and reach audiences. It can enable a wider audience. • Festivals, conferences and Conventions • Q & As • Meet and greets • Public appearances

  11. How can audiences interact and participate with Zoella and other bloggers?

  12. How can George Gerbner’s Cultivation theory be applied to blogging? Is there any evidence to suggest that this product shapes or cultivates the attitudes and beliefs of its viewers?

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