MOST DIFFICULT TYPE OF QUESTION
Clay Shirky states 'The future presents by the internet is the mass amateurization of publishing and a switch from 'Why publish this?' to 'Why not?'.
To what extent is this concept of 'amateurisation' applicable to Zoella and Attitude and to what extent can meaningful interact with these products
Amateurization- the process of making something that was once professional the domain of amateurs and those who are inexperienced
Online media is prone to the notion of amateurisation, as it is an open platform resources, both universal, inclusive and democratic (everyone can get involved)
-Zoella presents her self as a relatable amateur for her target audience
-Attitude online is a carefully curated and maintained website serving a valuable purpose
Many opportunities for meaningful interaction
Though arguably interactions themselves are limited
Zoella and Attitude both sell an ideology and a lifestyle
Comments, response videos, email, PO box, Instagram, twitter, subscriptions, internet forums, blogs/vlogs
However this theory should be criticised, arguably the media industry is just as exclusionary as they have always been and audiences are less 'producers' than 'unwitting advertisers' promoting pre-exsisting products
CLAY SHIRKY- END OF AUDINECE
Audices are not producers when interacting with Zoella but marketers and distributors
Youtube is a closed system, self regulated by youtube themselves and motivated by profit and power. While it seems to give users the opportunity to create products and become their own boss, only very through users actually meet the criteria for monetisation. Zoella constructs a fake and hypereal persona to her target audience, meaning that her audindince have little idea of who she really is.
Zoella uses a business model based on algorithmic knowledge, each of the thumb nails for her videos provide the audience with a carefully selected unclose image of her face with a hyperbolic expression of joy which resembles a cartoon character. Thos confirms and reinforces Zoellas status as an amateur.
She utilises commodity fetishism in order to provide audinces with escapism and capitalist values/ fantasy
Allows audiences to construct their own identies though her products and output, audinces ca identify with suggs and can take pleasure in the inclusive relationship with her 'gay' best friend and a metter native about friendship and inclusion
pick and mix theory- Gauntlet
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