Online Media - Zoe Sugg

Every media is poorly regulated by design (on purpose)

An algorithm are the rules, symbols and data that govern the platforms office.

selection of thumbnails position and target particular audiences in a cynical and manipulative fashion
her facial expressions are clearly selected in order to maximise her appeal to her young predominantly female target audience, and suggests happiness, excitement and function as both hermeneutic and proairetic codes
her image is defined by a white outline, which emphasises her face even in a big mass of thumbnails
heavy use of makeup, in particular heavily defined, along with her trademark side parting constructs a clear brand identity
a hyperreal mode of address that constructs an inviting way of life
her video titles are crammed with keywords, including 'reacts', 'ASOS', etc. all trending key words that capture public trends
links to video. Product placement is made clear, and therefore, profit can be maximised

the different ways in which audiences can read, interpret or negotiate a media product
different audience negotiations are affected by social, cultural, historical factors. etc
preferred reading - agrees with the ideology of the producer
negotiated reading - doesn't fully agree or disagree with the ideology of the producer
oppositional reading - disagrees with the ideology of the producer

relatable
dominant ideological perspective - a comfortable mode of address is constructed, and suggests a comfortable lifestyle can be achieved through purchasing certain makeup brands, and having a baby
preferred response

a satisfying mode of address is constructed through the shots of Sugg getting ready
the use of time-lapse photography, previously prohibitively expensive and difficult is now made easy through digital convergent technology
the satisfying mode of address constructs a non-demanding watching experience, and encodes an ideological expensive of calm, comfiness and escapism
this is further anchored through the selection of lofi instrumental hiphop, which constructs a relaxing and escapist mode of address
additionally, the video provides the target audience with at least 2 important gratifications; education as the video functions as a makeup tutorial and shopping list, as well as entertainment through the comfy mise-en-scene

however, some audiences (especially non target audiences) may be frustrated and alienated by the perceived waste of time of a 45 minute long video discussing makeup application
however, due to algorithmically dedicated business practices, it is highly unlikely that oppositional audiences would even be targeted by her content, which allows the video to take a niche mode of address
certain audiences may be frustrated with the lack of a clear ideology, and even criticise the video for being bland
an escapist fantasy can be provided to the audience, not only through her luxurious lifestyle, but also through the complete lack of conflict in her videos, which makes them perfect for passive viewing

Sugg sharing her dissatisfaction with her skin may frustrate certain audiences
clearly a hegemonically attractive woman, audiences may be dissatisfied with the fact she is constructing a reality remarkably different from the one being portrayed in order to maximise revenue
however, through her discussion of her skin and her own dissatisfaction with her body image, including footage of her without makeup
therefore, certain other audiences, especially those with mental health issues may identify and relate to the video
however, her hyperreal and idealised representation of motherhood that seemingly completely lacks any representation of her child makes her complaint of motherhood disingenuous and alienating
this highly conflicting and contradictory mode of address may frustrate and confuse her target audiences
certain audiences may identify with her representation of parenthood, even if they do not fully agree with it
certain heterosexual male audiences may watch her videos to fulfil the male gaze
additionally, she could provide information to the secondary and tertiary audiences to allow them to shop for wives and girlfriends

James H Media Studies