REVISION WEEK 6

ONLINE MEDIA

Explore the extent to which emergent digitally convergent technology has allowed producers communicate complex meanings.

DEFINITIONS
Digital technology: anything that involves a computer
Convergence: The coming together of two previously separate industries
Digital Convergence: The coming together of 2 previously separate media industries through digital technology
Hypermodality: Where a media product, most notably an online media product goes beyond traditional modality through the use of hyperlinks. This allows audiences new and exciting ways of exploring and interacting with media products, but it can also lead to users falling down internet rabbit holes.

PLAN

Hypermodality

Algorithmic marketing

Hyper masculinity

Attitude constructs its audience

Feminity 

Zoella channel, social media, blog - synergy

Brand identity

Hyperreality

Targeting a niche and a  mass audience

Representations 

Patriarchal hegemony

Stereotypes

Mode of address

Aspirational figures

Synergy in attitude online and magazine

Capitalist society

Out of focus shots 

Mistakes

Unscripted narrative

Target audiences

Interactivity 

Online media

Homepage and other pages

Codes and conventions

Layout and design

Composition

Font size, type of font (e.g. serif/sans serif), colour 

Images/photographs - camera shot type, angle, focus

Mise-en-scene – colour, lighting, location, costume/dress, hair/make-up 

Graphics, logos

Language - formal/informal mode of address?

Anchorage of images and text

Elements of narrative/structure around the site

Interactive features

Menu bar and navigation – structure and design of the site

ZOELLA'S VALENTINES PYJAMA PICKS

• C/U Shot of Zoella holding up duvet in childish way. Bedroom setting, conservative pyjamas. Direct mode of address as she looks directly at camera. Constructs her as younger than she actually is. trying to appeal to young `15 year old TA as constructing herself to have the same playful energy as them. Complex meaning as in reality she is a 29 year old woman
• Non sexualised - high angle shot looking down over Zoella to see what she is looking at. M/S of cup of tea, magazines, and conservative pyjamas. Shows that she is not trying to sexualise herself, she is pure and only concerned about her cup of tea, magazines and her dog.
• Zoella conforms to patriarchal hegemony - categories e.g. Beauty, Food, Style, Life & Shop. Shows that she has the same stereotypical interests that women are presented to have
• Layout of the blog - conventional lifestyle blog 
• Colour and design of blog - symbolic codes of purity/innocence anchored through the white and soft pink colours throughout the blog. Further emphasised through the gentle glistening fairy lights and the zoella banner at the top of the homepage. 
• Handwritten zoella signature - constructs Zoella as a relatable figure for her audience. 
• Teen girls are far more likely to relate to the mode of address of the lifestyle vlogger.
• Hypermodality - at the end of this article there are links to ASOS pages. High production values contradict the intended atmosphere of reality and realatablity. This utilisation of hypermodality in almost every post to different blogs, social medias, products and app. Allowing young female target audiences gratification of interactivity
• Manipulation of naive target audience - in order to gain profit 
• She is a hyperreal construction designed to make money off teenage girls 

ATTITUDE ONLINE STYLE -  THIS WEEK'S HOTTEST CLOTHES AND ACCESSORIES

• Attitude constructs its audience as a stereotypical gay man, with expendable income.  Kenzo bag - £225 - the "Pink Pound"
• Top of each article there are social media icons e.g. instagram, twitter, facebook. Allowing audiences to use hypermodal technology in order to explore and relate to the brand identity. Helps to differentiate between other different gay lifestyle magazines
• Hyperlinks at the bottom of each article- clickbait - using algortherithmic marketting techniques to manipulate and entice their target audiences with promises of illicit and illegal content
• Arrangement of thumbnails - images are stylised and easily accessible for target audience which cultivates a stereotypical ideology - allows the producer to construct an audience that wears certain clothes and look a certain way in order to make money through targeted adverts ( e.g. gay packaged holidays

How significant is thew role of individual producers in online media industries? Make reference to Zoella to support your argument

Knee Jerk:

Individual producers are extremely important for online media industries, and increasingly so as digital media becomes ever more convergent. However, while Zoella presents herself as an amateur internet user who is relatable to her fans,

Plan
Clay Shirky
Opposite of mass produced media
Specialised industry
Digitally convergent media
Digital technology
Tanya Burr's lifestyle blog 
Henry Jenkins 
Amateur 
ghostwritten book - "Girl Online"
Mistakes are left in 
Hypperreal construction 
£50 advent calendar 
Vertical integration
Multimedia integrated industry
50% of 16-24yo have watched a vlog in the last month - young and digitally active audience

High levels of expendable income
Brand endorsement 
- "advertorials" 
Curran and Seaton - Zoella is motivated by power and profit 
Motivated by capitalist ideology
£4000 a month from ads on her blog
paid by Youtube £15,000 a month 

Zoella FACTS

• Started Youtube in 2009 - present
• 11.7 million subs
• Over 1 billion views
• Second channel - "MoreZoella" - 4.8 million
• Massive following on social media
• Most popular beauty vloggger in the world

To what extent do the representations in Attitude make claims about realism?

Knee Jerk:

While representations often make claims about reality, it is working noting that representation can never be real because they are a reflection of the ideology of the producer. however the representation of a certain group will not only effect the target audience, but also the people being represented.

David Gauntlet

George Gerbner

Stuart Hall

1. Who is being represented?

2. How is this representation constructed?

3. What message is presented to the target audience?
4. How does this effect the group being represented?

Attitude presents a hypereal representation of gay, young men to their target audience of gay, young men. By making claims about reality, this raises many issues.

Representations of gay men

• rich and young
• out,proud and confident
• particularly interested in style and fashion

One way in which the representation of gay men in Attitude make claims about realism is through the representation of gay men being out, proud and confident with their sexuality. For example, in the article  "TARON EGERTON AND SIR ELTON JOHN TEAM UP FOR BRAND NEW SONG ‘(I’M GONNA) LOVE ME AGAIN’ Elton John is presented as being a proud, gay icon 

• Flamboyant costume
• Direct mode of address
• Status as a celebrity 
• Hyppersexualised men

Article creates a sweeping and stereotypical representation of gay men for the target audience. Hall considered stereotypes, which through constant repetition can cultivate a self fulfilling prophecy. Additionally, over time stereotypes can change...

• 70s
• Homosexuality was regarded as a mental health issue
• Now widely accepted

There is a discrepancy between the representation and the reality. A hypperreal and perfect "reality" is constructed for the target audience.  However this is unlikely to be the reality for every audience member. The front cover of Attitude magazines takes a completely different perspective and through its confrontational lexis shines light on the significant problem of young gay men 

Why?

• Escapist fantasy for a marginalised and discriminated group 
• Confidence through normalisation
• A sense of identity and a way of having your life