Semiotic and Structural theory - Online Media and Zoe Sugg

 How can semiotic and structuralist theory help us to understand how online media constructs meaning?

• the bland colour palette favours white, red and greens
• all simple colours, this selection connotes a minimalistic and satisfying lifestyle
• a range of fonts are included, yet every thumbnail image published recently includes a straightforward yet subtly serif fonts, which is presented in an off-white crème
• clearly fitting Sugg's aesthetic, the colour is inoffensive and subtly feminine
• in every single thumbnail image, Sugg represents herself as excited through the selection of her facial expression
• it can be argued it is over the top and excited, which reinforces an idealised state of existence
• the profile picture is in black and white, connoting her timelessness and signifies Sugg is a timeless celebrity
• furthermore, the MES of her love heart glasses, further anchored through the proairetic of her pursed lips symbolises Sugg's love for her own lifestyle and that she is satisfied and content
• Sugg's face is repeated throughout her thumbnail previews, which reinforces that she is not only the protagonist of this narrative, but also reinforces her brand identity

Hermeneutic codes (also known as enigma/mystery codes) ask a question. For example, a character having a scar on his head makes the audience question how he got it

Proairetic code is what is literally is

Referential code

A myth provides a logical model capable of overcoming a contradiction

Close up and static shots, seemingly mounted by Sugg herself provide a personal mode of address to the target audience and furthermore symbolically position them directly in her garden

Initially, the video features handheld cinematography, symbolising the natural and candid point of view shot that aligns views with Sugg directly, and therefore provides them with the gratification of voyeuristic pleasure

Her slightly untidy garden has connotations of a relaxed and chilled out ideology, and helps the target audience identify with the multimillionaire

At one stage, Sugg shouts at Mark "shout in to my vagina!", a comedic mode of address that will appeal to a millennial female audience. This allows audiences to see a different side of Sugg, and cultivated the ideology that she is candid and unguarded

A binary opposition is constructed between both genders and sexualities. The stereotypically camp Mark confirms Sugg's heterosexuality. By providing her emotional support and touching her belly in an intimate mode of address, Mark is constructed as the stereotypical; gay best friend and plays up to comedic stereotypes

Mark exclaims: "she's going to be an acrobatic!"