To what extent do Zoella and Attitude reflect the social and historical context of the time when they were made? [30]

Social:

1. Interaction with brand/producer via social media/comment sections 
2. fandom- creates a community and a cult following plus Identity (pick and mix)
3. Escapism!! 

Historical:

1. new age of advertising- influences feeling more real than models (hyper reality)- Panorama documentary
2. Layout of website 2.0 white background and clean boxed in sections with clear labeling and san serif font 
3. Click bait and thumb nails 

Zoella: started making videos from 2009

1. Target audience young teenage girls conforms to female stereotypes- face full of makeup, obsesses over candles and puppies etc, subverts stereotypes- sexless in attitude, presentation and content (male gaze)
2. June favorites 2016- 1.8Mil views (editing) presenting products that over all come to over £400 'a small haul' plus 'Fuck Zoella' tweet (pick and mix and end of audince)
3. Zoellas tweets from 2009 calling someone a slag and a chav going aginst her presented ideology (fake news?)

Attitude Online: started in 2014 (magazine 1994)

1. target audience gay men specifically 20-30 (talk pink pound) includes multiple explicit images of topless men (not all gay celebrities) 
2. Tabloid feel compare with The Daily Mirror  
3. Dec 2017 subversive attitude cover with member of the Scissor Sisters (representation) 

Talk about:

Moderation 

Commodity fetishism 

Anchorage 

Synergy (online, print, products...)

lack of Black people represented

hyper modality 

To what extent do Zoella and Attitude reflect the social and historical context of the time when they were made? [30]

Both Zoella online and Attitude online are examples of hyper modality presenting hyper real worlds for their audiences which reflect the social need of our time for escapism. The ideology in both is stereotypical of the producer and targets a very specific audience, this therefore reinforces the fact that as the consumers need guidance. 

The layout of both websites 2.0 white background and clean boxed in sections with clear labeling and san serif font highlights their 'modern' audience however the two differ in ways such as advertising. With in Attitude Online there are various side bar adverts promoting gay cruises or party holidays. This reinforces the onlines presentation of gay men as it is assumed that they would be subjects of interests and taps into the idea of the 'pink pound' and that gay couples would have more money to spend on luxuries. We could apply Stewart Halls theory of representation on this as well as the adverts the clickbait additionally adds to this. However with in Zoellas website there are no clear advertisements and the only images are the thumb nails of the sections which in a simple attractive way present to the audience what the section is about. This look is likewise imitated on her youtube channel. The mise-en-scen of her thumb nails userly being her, center frame in a clean and pastel coloured bedroom, head tilted to the side emphasising her makeup and looking directly out to the audience for example her 2016 June favourites video. This depicts a very girlish, soft femenim friendly feel which successfully catches her target audiences attention (13-16 year old girls).  

This lack of explicit advertising on Zoellas channel, social media platforms and website raises many issues with products being promoted unknowingly. Many 'Influencers' have come under fire for promoting products without making it clear to their fans that they are being paid to do so. This totally reflects the social and historical context our time and became apparent very recently through the documentary 'Panaram' on the BBC. Comapines really on celebrities cult followings and fandoms and it has proven that many people would really far more on a video of someone they watch on tv recommending them a product that a glossy advertisement in a magazine. This is a perfect example of both henry Jekins fandom theory and Jean Baudrillard Post Modernism capturing the idea that the audience will believe whole heartedly that these people are more trust worthy. 

In contrast to Jenkins fandom theory in Clay Shirkys end of audience theory. She presents the idea that the audience is no longer passive and have been given the reasouces to respond. On the Attitude website unlike other newspapers online there is no comment section as unfornutly it is assumed that the website would be too much of a target to homophobic trolls. On the other hand both on Zoella Youtube channel and her website the comment section is over flowing with fans praising her lifestyle. The site however is not moderated as for example user named 'fuck zoella' comments abuse at the influencer accusing her of promoting a 'small haul worth over £400' and being a 'privileged bitch' This is an example of a totally oppositional reading. 

Attitude the magazine began in 1994 however it did not go online till 2014. This seems rather late however it can be assumed that the magazine did not feel the need to go digital until this time. We can also state that the online version offers a diffrent look to the paper back. Indeed it to could be directly compared to a redtop paper or like the Daily Mirror online with an almost side bar of shame and its gossipy and celebrity based headlines. It is also apparent that there is a lack of diversity on the website. On the tab labled BOYS there are multiple explicit images of half naked men majority being white and a couple mixed race. Paul Gilroy theory of Post Colonialism could connote to this lack of black people being represented and this brings forward the historical issues and questions the websites ideology or what they think the consumer would like to see. On the other hand the magazine is known to subvert its views and divide its readership. In its 2017 December issue the cover image was of a member of the Scissor Sisters in a camp pose wearing a grungy army jacket, red nail paint and heavy dark eye makeup. This mixed symbolism of the femenuim nail varnish combined with the aggressive outfit reinforced by the singers facial expression presently a new idea of what a gay man can look like and differs dramatically from what the website puts forward. Therefore this subverts the social context.....

Commodity fetishism has become more and more relevant in this digital age. Zoellas own brand highlights this trend effectively placing as much emphasis on the packaging her candles come in as well as the candle itself. This can been seen in her videos of her explaining and reviewing her own line of products in her videos.