introduction to online media:

 component two section c online media:

Zoe Sugg: YouTube channel

Attitude online: UK lifestyle magazine 

how have technological changes shaped digitally convergent online media?

Analysis of Zoe Suggs video: 'Were engaged!, the Proposal, the rung, our holiday & third trimester updates, ad'

  • informal personal mode of adress, talking directly to the audience 
  • colloquial and informal language 
  • product/cosmetic recommendations, and subtle paid partnership / promotion
  • YouTube video, people are able to interact through comments
  • the vibe is conversational and you are able to see her speak which differs from a podcast making the mode of address seem friendly and personal
  • aims to be relatable to the audience, talking about her pregnancy and engagement 
  • mes of her not wearing makeup seems more realistic, not sensationalised 
  • recognisable catch phrase of 'grab a little snack' appeals to her target demographic
  • addresses important information, summarising what she wants to say in under five minutes 
  • Sugg is an established blogger who has constructed and presented a narrative over a decade that engrosses hr target audiences
  • she may be relatable to her existing target audience who may also be a similar stage in their life to her.
  • vouyeuristic mode of address she provides intimate information with her audience ex. talking about her pregnancy 
  • some elements of her videos are aspirational, her huge house, frequent holidays, famous boyfriend all create a range f highly negotiated reading, s, we can argue that most of her content isn't relatable 
  • she adapts her brand to align with current trends often seen on social media and appealing to todays audience

digital convergence: the coming together of previously separate industries through digital technology
media is fragmented: previously media used to target mass audiences however it has began to target more niche audiences.

David hesmondhlagh - the cultural industries

every industry is structured in such a way that it minimises risk and maximises profit 

how does Zoe Sugg do this?
  • puts out appealing content that pre existing fans will watch
  • encourages audiences to watch her videos ex the title: 'Were engaged!, the Proposal, the rung, our holiday & third trimester updates, ad'
  • following trends, ex get ready with me videos are really popular on multiple online media platforms 
  • clearly identifiable genre of vlog
  • digital technology allows suggestions to make videos quickly and share the content to a larger audience quickly 
  • there is a donation button in which the audience can donate to her 
  • YouTube has ads on it which enables her to get more money 
  • dedicated fanbase she knows the fanbase she has built will engage with her content and provide her with money (pre-sold audience)
  • she is a trusted influencer
  • hypperealistic representation of reality

engagement (in a digitally convergent context) : how long we have spent an online media product (which dictates what is suggested to us later)


online media: media that's made possible using the internet
the internet: a network of computers which shares and provides information


vlogs: short form videos appear to a younger audience who may have a shorter attention span

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