OSP & Videogames case study 3: Zoella

Audience

Zoella: teenage target audience


Language

Read this Marie Clare article on Zoella as an online phenomenon.

1) Who is Zoella and why is she famous? How many subscribers does Zoella's YouTube channel have currently?
Zoella is a social media influencer, blogger and youtuber.
She has over 4 million subscribers, and is nearly at 5 million. 

2) What is convergence?
When two or more media forms meet in one.

3) What are Zoella's videos about? Find five video titles and write them here:

• New camera & house favorites
• Getting shizz done
• Chilled, chatty morning & get ready with me
• Staying connected & all the ONLINE quizzes
• Family weekend & getting crafty

4) What are the codes and conventions of vlogging videos?

• A Vlog name which gives information about what it contains. 
• A question that underpins post.
• Quirky music.
• Writing on the screen.

etc.

5) How does Zoella use media language choices to create her online identity? Write about Zoella's use of mise-en-scene (CLAMPS) - particularly costume and make-up.

As she owns a beauty line, she is based around make-up (why she is a beauty blogger). 

Industries

1) How does Zoella make money? (You might want to read this Heatworld feature for more on this.)

Zoella makes money though views, her blog and her beauty products. As well as getting payed to promote certain products. She also made money from her book ' girl online '.

2) What is a digital influencer? Why is Zoella considered a digital influencer?

A digital influencer is somebody who is an influencer through the internet. Zoella is a digital influencer because she's found mainly through the internet, and social media. That grew her a massive fan base.  

3) Why do companies want to place their products in Zoella's videos?
Company's want to place their products in Zoella's videos because she is well - known, and get's a lot of views. This would promote Company's because people that didn't know about that Company/brand would start to buy from their, especially if their stan/the person they look up to does.

4) Why are YouTube collaborations so important for helping digital influencers like Zoella to grow?

YouTube collaborations are important for helping digital influencers because they have the opportunity to collaborate with people more famous than them, and that gives them a chance at more recognition, and of course - builds a larger fan base.

5) How has Zoella moved into a more traditional media landscape in recent years?

(what does this mean?)

Audience

1) Who is the target audience for Zoella's channel?

Teenage girls.

2) How are audiences encouraged to participate in or feel part of Zoella's brand? 

They are encouraged to participate/feel apart of Zoella's brand because she creates books for us to read -  which technically indirectly is linked to her life as a vlogger, which obviously gave her the idea to publish this book. As well as creating products for us - as it shows she cares about her fan base, and always wants them to look up to her, and see what she is doing for us/them. As well as her blog and YouTube channel which is about the things she does, and ' a day in the life ' .

3) What audience pleasures are provided by Zoella's videos and associated products?

- Relationships

- Entertainment 

- Identity etc.

4) Applying Stuart Hall's Reception theory, what would a preferred and oppositional reading of Zoella?

Preferred (people who love Zoella):

- That there's good products out there.

- It influences us to vlog, and posting interesting content grows a fan base.

Oppositional (people who hate Zoella):

- It influences the idea that looking beautiful is the only thing that matters.

5) Why has Zoella been criticised by some people?

It comes across to some people that Zoella influences the fact that teenage girls need to look pretty, and always care  about the way they look. This has caused criticism/hate.


Representations

Read this Independent article arguing Zoella is a bad role model for young women.

Next, read this Independent article arguing the opposite. 

1) What is your opinion on this debate - is Zoella a positive role model for young women?
I believe that Zoella is a positive role model as well as a negative role model. I say negative because - as seen in the articles, where it says she doesn't think that Women/young teens should care about the way they look, is very different to her business. As her business is based around beauty, that completely defeats the purpose of her saying what she said. I don't think you should have a business relating to beauty, considering the fact that you apparently believe beauty doesn't matter. It doesn't make sense, and comes across as very confusing. I believe she is a positive role model because - once again, as mentioned in the article/s, the lady said she looked up to Zoella, and Zoella was the reason she started her own blog. This makes Zoella a positive role model, as well as an inspiring one. 

2) What representations of women are provided by Zoella?
- Independence 
- Always caring about beauty.
- Empowerment 
- Strength

3) What representations of celebrity are provided by Zoella? Is a self-made YouTube celebrity more authentic or positive than a traditional music or TV star?
(what does authentic mean?)

4) How does Zoella represent herself? Is this the real Zoe Suggs or a media construction designed to sell products?
I believe Zoella represents herself as an empowering, strong Woman. Although, I do believe she may put on an act in front of the camera. I believe this because in business etc, there is always a certain way things need to be done, even if it's not exactly what you would've imagined. We only see the internet Zoella, not exactly who she really is.And she may feel obliged to acting a certain way because of the criticism/hate she gets.

5) What criticisms could be levelled at the representation of Zoella? 

The fact that all her products lean toward the beauty industry, and this could come across as if she wants us all to believe that certain products/makeup make us beautiful. As well as the idea of her being a normal youtuber, this could make people feel as if she gets recognition for no actual reason, as there are many other talented people like her out there that don't get the recognition they deserve. This could come across as if she is ' stealing ' the spotlight.

Videogames case study 2: Kim Kardashian Hollywood

Language

1) What is the objective when playing the Kim Kardashian: Hollywood game?
The objective when playing the Kim Kardashian: Hollywood game is you can rise to fame by completing tasks, and you can hang out with real celebs, as well as Kim herself.

2) What is an A-list celebrity? Why is it important in Kim Kardashian: Hollywood?
An A - list celebrity is a celebrity who is extremely famous, as well as rich. This is the highest rank in Kim Kardashian: Hollywood. This is important because it represents Kim's lifestyle, and how it is possible to achieve a high rank in the game.

3) How do you download the Kim Kardashian: Hollywood game?
You download the Kim Kardashian: Hollywood game through the play store, or app store.

4) What is the narrative or storyline of Kim Kardashian: Hollywood? Where is it set?
The narrative/storyline is that you can customize your own character, and follow in footsteps of the rich and famous. Along with completing tasks, and meeting new people.

5) What characters can you play as? What characters appear in the game?
You can only play as one character, which is your customizable character. Famous people appear in the game, as well as Kim.

Audience

1) What audience pleasures are provided by the game? Use Blumler & Katz's Uses and Gratifications theory.
The audience pleasures provided by the game are: diversion/escapism and personal relationships. 

2) Why is the game so addictive for audiences?

This game is addictive for audiences because there'll always be tasks to complete, and it takes up free - time.

3) Applying Stuart Hall's Reception theory, what is the preferred reading for Kim Kardashian Hollywood - how do the producers want the audience to react to the game? For the oppositional reading, why might someone dislike Kim Kardashian Hollywood?

The preferred reading for Kim Kardashian: Hollywood is that you can become as famous as Kim Kardashian, and meet many new people/celebrities. Some people may dislike this game because it gives of the impression that Women only care about fame and fortune.

Read this article from Forbes on why the Kim Kardashian game is so successful. If the website is blocked, you can access the text of the article here.
4) Why does James Liu think Kim Kardashian: Hollywood is so successful?
It is a well - designed game, and it has merged its mechanics and aesthetics together pretty well.

5) What does James Liu suggest is the reason players keep coming back to the game?
(Where does it mention this?)

Representations

1) What representations of women can be found in Kim Kardashian: Hollywood?
The representation that women admire beauty, and only aim to be wealthy/famous.

2) What representations of race, ethnicity or sexuality can be found in the game?
(How can I answer this?)

3) How does the game both reinforce and subvert stereotypes in the media?
It reinforces and subverts stereotypes because it gives of the impression - as mentioned above, that Women only care about beauty, and Women normally dress the way seen in Kim Kardashian: Hollywood. It subverts stereotypes because long ago, you wouldn't expect Women to be aiming to be rich/famous, as they were only seen for/as one thing. Men are believed to be the one's who become wealthy, or go to work. So, seeing a Woman aiming for A - List is unexpected. 

4) What does the game suggest regarding modern perceptions of celebrity and how to get famous?
That you must have a social media platform. As well as always dressing as an ordinary Woman would in daily life - crop tops, skirts, dresses etc. You must also work for someone, before working for yourself.

5) How might someone criticize the representation of celebrity in Kim Kardashian: Hollywood?

Somebody may criticize the representation of celebrities in Kim Kardashian: Hollywood because it seems as if Women are represented as sex toys - considering the way they dress, how they always date etc.  It also comes across as if all Women care about is money, and fame. Also, it's typical representation of Women caring about the amount of likes they get on a certain post.

Industries

1) How much does Kim Kardashian: Hollywood cost?
(where does it say this?)
2) How does the game make money?
Through in - app purchases.
3) What subscriptions are available to Kim Kardashian: Hollywood?
- Gems
- Money

4) How was Kim Kardashian: Hollywood marketed and promoted?
- Using the Kim Kardashian brand.
- Kim Kardashian posted about it on her social media platforms.
- It went to the top of the download list quickly.


5) How does Kim Kardashian: Hollywood use media convergence to cross-promote the game and the Kardashian brand?
(What does media convergence mean?)

Videogames case study 1: Lara Croft Go

Language

1) Who is Lara Croft and when did she first appear in a videogame?

- Lara Croft first appeared in 1996 Eidos Playstation game Tomb Raider and was the first computer game to feature a female character as the protagonist.#

- She first appeared in video games after they got inspiration from Angelina Jolie.

2) What classic films influenced the creation of Lara Croft and the Tomb Raider games?

(where does it say this?)

3) How has Lara Croft and Tomb Raider moved beyond just being a videogame?

- There have been advertising tie-ins, merchandise, comic books and  spin-offs featuring the character. The franchise has had numerous incarnations before Lara Croft Go in 2015. 

- Lara Croft has featured in films (the first starring Angelina Jolie; 2018 version rebooted the character). She has appeared on magazine covers more times than any supermodel.

4) What devices can you play Lara Croft Go on?

- PlayStation

- Computer

5) What type of game is Lara Croft Go?

- It is an action - adventure game.

- Lara Croft Go explores the ruins of an ancient civilization in the Amazon Jungle while fighting menacing enemies, overcome dangerous obstacles and traps, and ultimately, uncover the myth of the Queen of Venom.  There is no specific timescale – but is modern-day in Lara’s weaponry.

6) How does Lara Croft Go use narrative (storyline)?
It uses narrative because it is solely based around a lady named Lara Croft on a mission to find the Queen, and she overcomes obstacles along the way.

7) What iconography can be found in Lara Croft? How does this help communicate the sub-genre of videogame?

(what is iconography?)
8) What other characters or enemies feature in the game?

She comes across snakes, lizards and spiders.
9) What is the setting for Lara Croft Go? How does this compare to previous Lara Croft or Tomb Raider games?

The setting is is a jungle, and this compares to Tomb Raider and Lara Croft because they're also solely based around a quiet, dangerous jungle.

10) Read this BBC article on the history  Lara Croft and Tomb Raider. How has the character of Lara Croft evolved over the last 20 years?  

The character of Lara Croft evolved over the last 20 years by the use of a female main character, instead of a man. This was different, as it was unexpected and not really normal. Therefore, this caught a lot of attention - especially from females. Lara Croft also inspired many women to become what others believed woman couldn't become. It was also released when girl power was starting to gain movement because of The Spice Girls.

Audience

1) Why might an audience enjoy playing Lara Croft Go?

An audience may enjoy playing Lara Croft Go because it empowers women, and takes us through a journey with  women who is courageous and brave. 

2) Where and when might an audience play a game like Lara Croft Go? Think about the device it is played on and the times of the day someone might want to play the game.

An audience may possibly play this game at home/in a car. This is because it is easy to download, and it kind of cures boredom. There is also so many levels, so it is impossible to complete the game quickly/straight away. It can also be played on a phone, which many people tend to use throughout the day - especially youngsters.

3) How did Square Enix design Lara Croft to make it appealing to an audience?

- They wanted to turn it into a simple, bite-sized game.

- They turned it into a puzzle format.

4) Which of Blumler and Katz's Uses and Gratifications theory might apply to Lara Croft Go?

The building relation ships one - this is because the idea of a fearless women inspires many to be like that. We wouldn't normally see a fearless women, as women were seen as needy of protection all the time. So, audience build a relationship of belief/inspiration with the character Lara Croft.

5) Who is the target audience for Lara Croft Go? How does brand loyalty contribute to this target audience?
I think this Lara Croft Go is aimed at 12+. This is because it is not exactly easy to play, and it's hard to understand at a young age. So, it would be easier to play for teens, near - teens.

Representation

1) How are women usually represented in videogames?
In the ones I've played, Women are represented as fearless and brave. For some, women are seen as prostitutes/strippers etc. - especially in video games males tend to play.

2) How does the character of Lara Croft reinforce female stereotypes in the media?
It reinforces female stereotypes in the media because as we know - Lara Croft has a body of a women. It also shows her off to be a sex toy because of her crop top, and shorts. As well as the figure of her body. Women are seen as needy to be beautiful, and must have an attractive body. The way Lara Croft was created definitely reinforces this stereotype.

3) How does the character of Lara Croft subvert female stereotypes in the media?
It subverts female stereotypes because you wouldn't expect a women to be fearless or brave. You'd expect her to be needy of protection and care, and you wouldn't expect her to be able to go through a dangerous journey alone, as women are seen as weak. (In some people's eyes)

4) Why do some people believe the videogames industry is sexist and needs to change?
They may believe it is sexist because there is no form of a male in these video games, and men want to feel as if they
are brave/fearless, as well as women.

5) Do you think Lara Croft is an empowering feminist icon or just another objectified woman designed to appeal to male gamers?
I feel as if it empowers feminist icon/s to an extent, as well as objectifying women. This is because we have noticed how the creators built a brave, fearless young women, but - as mentioned in my above point, the way they dressed her is a typical way of how women would dress - the crop top/shorts/high boots. Many women dress that way and attract the attention of men. This is why I think both.


Industries

1) What does PEGI stand for?
Pan European Game Information

2) What is PEGI's job?
They help consumers make informed decisions when buying video games or apps through the use of age recommendation and content descriptors.

3) Which company created Lara Croft Go?
Square enix

4) What two popular videogame franchises were combined to create Lara Croft Go?
Lara Croft tomb raider and The Hitman Go mobile game.

5) What else is part of the Lara Croft/Tomb Raider franchise?
- British Gaming Company Core Design
- Eidos Interactive