semiotic analysis of zoella.co.uk:


  • less sexualised
  • pink colours- symbolic of something girly and childlike (might appeal to a younger female audience 10-14).
  • sans serif font- informal, more friendly, basic, easy to read also suggests a young, uneducated audience.
  • aspirational
  • all titles are in capital letters making it easy to see, read and understand.
  • lexis- very basic, appeals to specific primary audience.
  • "dreamy bar carts"- a bad influence to the main target audience (10-14 year old girls) however, it may be aspirational to them. 
  • hyperreal representation of alcohol- there to look aesthetically pleasing rather than to be drunk. 
  • hyperlink to other websites (e.g: oliver bonas)- distracts audience from the zoella website.
  • rabbit hole- going beyond the main website to another one. 
  • structure- easy to navigate.
  • user experience- 
  • "cult beauty products"- lexis understood by make up fans.
  • zoella is targeting a mass audience- 
  • the string of fairy lights at the top of the page symbolises her girliness (a stereotype of femininity)
  • hate comment left on her page two years ago, included taboo language and is still on her page, implying the website isn't regulated.
  • for her valentines day blog, she is pictured in her pjs with her dog- represents innocence, these images are chased virginal). nothing sexual about her images, very girly ad childlike.
  • her posts are not spontaneous, always has to make it look super professional.









semiotic analysis of tanyaburr.co.uk:

  • sophistication is encoded through the mise-en-scene of colour, image and lexis in her blog (for an older female target audience).
  • similar set up to zoella blog.
  • serif font- formal, sophisticated.
  • lower case font.
  • male gaze- many pictures of tanya in a bikini, appeals to heterosexual males.
  • lisbet van zoonen noted that women's bodies are used to advertise certain products.
  • sexualisation- she's an adult, mature, self confident 
  • aspirational- she looks like an ordinary person but with an interesting life, implying anyone can be like her.
  • heterosexual women can identify wth her as she is down to earth and normal. 
  • building herself up as a person, always out and about, going to meetings, working on her career (unlike zoella who is often seen lounging around in her room).
  • her posts are spontaneous, often shot on a phone camera.

















multimodality-
hyper modality-
hyperreferentiality- beyond referentiality

 judith butler- performativity

  • performativity is a repetitious and ritualistic act that constructs identity.
  • there is no gender identity behind these expressions of gender.




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