Paper 2 Online Media Exam Question

What techniques do your chosen texts use to effectively

target and maximise their online audiences? (30)

Refer to both Zoella and Attitude.

Zoe Sugg, also known by her YouTube name Zoella, is a British vlogger, businesswoman and author. She started her YouTube channel in 2009 and since then has targeted a range of audiences. An example of her target group would be the female gender group and she targets them by giving into the stereotypical female-based activities such as fashion, make-up, relationships, etc that females can look up to her about as a role model. She also uses emotive content to target females by appealing to the female audience through narratives that will make them feel emotions. Zoella tells us how she feels about problems she faces in her life which the audience may be able to relate to. Zoella also used to target the age range of 13 to 24-year olds. Zoella effectively targeted this audience by using a lot of popular social media platforms that this age range use such as Instagram, Snapchat, YouTube, etc. She also targeted the age range by using familiar and youthful slang that they would know and can identify with. Recently Zoella's target age range as changed to a more mature audience as her website features topics such as menopause, sex toys, etc.

Zoella’s content used to target the working middle class as she had partnerships with companies that targeted similar socio-economic groups such as ASOS and H&M, however more recently her content targets the middle class.  Zoella's most prominent features will be her hetrosexusal relationship with Alfie and the stereotypical female activities she takes part in, such as fashion, make-up, relationships. ...

Attitude is the UK's best-selling gay magazine. Attitude's main audience would be males between the age of 26 to 55. Attitude use a factual writing style in their articles and use a high image to text ratio. They mainly use Facebook and Twitter as their social media platforms as these are the primary sites used by this age group. Celebrities featured on the front cover or featured in articles are used to engage people who grew up with the mass media of the late 20th century.