Component Two Section C - Media in the Online Age

How have technological changes shaped digitally convergent online media?

Digital convergence is the coming together of previously separate industries thanks to digital technology (e.g film + internet = vlogging)

• vlogging is now possible
• a personalised and even direct mode of address that creates a colloquial and informal address
• yet the video also makes explicit reference to a range of branded products which Sugg gives her tacit endorsement to
• this informal mode of address allows Sugg to make advertising features that take a more personal mode of address
• a relatable mode of address is constructed through discussing her pregnancy and her engagement but also through the MES of her lack of makeup
• audience are requested to "grab a little snack", a recognisable catchphrase that appeals to her target demographic
• media fragmented
• interesting to audiences who have been following her for 10+ years. Interested in her pregnancy, her engagement, etc
• an established vlogger who has constructed and presented a narrative over a decade that engrosses a target audiences
• voyeuristic mode of address is constructed through Sugg sharing extra information with her audience
• for example, explicit details about her pregnancy
• Sugg has included chapters at the bottom of her videos so audiences can choose what to watch
• some elements of her videos are escapist and aspirational
• her holidays, her huge house and her superstar vlogger lifestyle are creating highly negotiated readings

David Hesmondhalgh - the cultural industries

• every industry is structured in such a way that it minimises risk and maximises profit
• this can be achieved through several ways
• her vlogs don't take a huge amount of time to film, and she can multi-task getting ready and vlogging
• affiliate links/paid promotion
• get ready with me - clearly identifiable vlog genre
• digital technology allows Sugg to make a video in a very short time and release it to a huge audience

• the comment section allows audiences to directly engage with the creator (Zoe Sugg)
• Zoe Sugg is trusted by the audience, so they embrace her recommendations

• engagement is the ways in which an audience interacts with an online media product
• engagement can be quantified through our view counts, likes and most importantly, total time spent watching or viewing something

Vlogging - the activity or practice of posting short videos to or maintaining a vlog

We watch vlogs because:

• so accessible
• short-form videos appeal to a younger audience with a shorter attention span