Showing posts with label Zoella. Show all posts
Showing posts with label Zoella. Show all posts

Monday, 18 February 2019

CSP online-games industry overview

In time I'll cut this down to shorter bullet points, and keep more detail on my mediareg blog, with annual hub posts, starting with 2019 (I'll sum up key changes/events, especially on regulation, which along with the linked topic of monetisation is the key factor for this area of the course.
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SOME FAQS/THEMES

Will there be statutory regulation?
Yes, its already happening: GDPR; Germany will enforce $20m fines if hate speech isn't removed within 24 hours, and it + France are leading the way on taxing the tax-dodging giants. Apple has already been forced by the EU to pay the Irish government €13bn in back-tax.

Will the FAANGS conglomerates be forced to break-up into smaller companies?
Probably, but the timescale is uncertain. EU pressure will be a factor, but it will be US regulators/politicians who ultimately decide if, like the film industry back in 1948 (Hollywood giants were forced to sell off their cinema holdings), they legally form monopolies and therefore competition + consumer protection law insists they must become smaller. The FAANGS are spending $millions to persuade US lawmakers that the EU are trying to undermine USA dominance, and that any attack on them is bad for the USA.

However, with deregulation being the long-term trend ever since Reagan back in 1980 (same for the UK from 1979 when Thatcher was elected, two very right-wing, 'free market' politicians), the film industry may actually see its anti-trust laws scrapped in 2019! Right-wing governments (eg Trump/Republicans, May/Tories) are reluctant to regulate the 'free market'.

The right-wing press may also be very free market, but they do frequently campaign for tighter regulation of other media (just not the press), which will add pressure to right-wing politicians to act.

Are children (+ how they are monetised) a factor?
Absolutely!!!
Protection of children, arguably even more than protection of democracy, is a (the?) key driver behind media regulation. The age rating system (film, games), TV watershed, multiple clauses in the press industry's Editors' Code, much of the ASA's policymaking, all are dominated or even defined by protection of children. The ASA's ruling that apps must not contain gambling if they're accessible to kids is just the start of what promises to be a tough EU-led fightback against the non-regulated, wild west approach of the 'digital gangsters' of new media.

Phone hacking was a scandal to Guardian readers until the Milly Dowler case broke, and within weeks the highest-selling Sunday paper was closed and a multi-year formal commission (Leveson) was set up to investigate newspaper malpractice, while the self-regulator, PCC, scrapped itself and announced IPSO would replace it.

Expect Facebook and Google/YouTube's lax age controls to become a major issue.

The non-regulated monetising of freemium apps (Lara Croft Go, Kim Kardashian's Hollywood) and vlogging social influencers like Zoella is already facing restrictions.




FACEBOOK + SOCIAL MEDIA TO GET STATUTORY REGULATION? UK MPs CALL FACEBOOK 'DIGITAL GANGSTERS'
Read more on the Feb 2019 'digital gangsters' statement + call for statutory regulation, which was quickly backed by the Labour party (but the Tories are unlikely to agree).
A 'digital gangster'? UK MPs are furious with Zuckerberg

Facebook (and Google/YouTube) are facing ever growing scrutiny over their (mis)use of user data and facilitation of anti-democratic forces (in US presidential election, Brexit vote, spreading of anti-vaccine ideas, etc). They have grown into vast global conglomerates with little or no formal regulation.

GDPR, laws passed within the EU to insist on minimal standards of privacy and registration of user data, was an early sign of this wild west era ending, though the lobbyists (PR, campaigners) employed by the FAANGS have successfully argued to US politicians that this is the EU trying to damage American business.

There remains the distinct possibility, though, that US regulators will get tough on them. Facebook is facing multi-billion fines for misuse of user data, which could lead to a re-think on regulation there.

Thursday, 22 November 2018

CSP ZOELLA has she had it?

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Instagram for under 13s. Guardian.
Alcopops, sweets-flavoured vapes and this, all striving to hook young consumers into long-term habits. Despite the presumed PR slant on this (look, we're being proactive in protecting children!) presumably there will be a considerable backlash. There's also no apparent tightening of methods to more effectively block young people from the main site.

2021 JAN
JOJO ALSO IN TROUBLE OVER MERCH...
BBC reports on sexual Qs in a JoJo board game produced with kids channel Nickelodeon.

DEC 2020 World YouTube leader is a 9year-old warning $30m from streams. Guardian


OCTOBER 2020 ZOELLA'S A TO Z COMPANY BUYS £2M PROPERTY. Guardian. + Top 100 global influencers with Dwayne Johnson earning up to $1m per post.


October 2020 Influencer trade union? £15bn global industry!!
Yet the influencer industry – estimated to be worth £15bn worldwide by 2022 – can and does exploit workers, many of them young women. In 2018, American technology reporter Taylor Lorenz revealed that the talent management agency Speakr owed influencers thousands in unpaid fees. The influencers Lorenz interviewed had posted ad campaigns orchestrated by Speakr – whose clients include Ford, Disney, Microsoft and Sony – but their invoices remained unpaid for months. A then 22-year-old influencer who was owed $4,000 (£3,100) by Speakr took the company to a sma

More bad publicity for Zoella, who apparently did well financially during the lockdown. Her £25k/pa office manager (duties also include walking the pug!) is having her wages subsidised by the government, leading a Tory MP to call for government investigation! That annual wage just happens to be how much she can charge for a single sponsored Insta post!

ZOELLA LINKS (subscriber figures updated May 2020)

YouTube 
Zoella (11.4m subs, down from 12m in 2017); Zoe Suggs (4.8m);
Alfie Deyes (5m; as Alfie Deyes vlogs 3.8m);
Joe Suggs (as ThatcherJoe, 8m; ThatcherJoe vlogs 3.6m; ThatcherJoeGames 1.8m)

Insta 
Zoella (1.2m); Zoe Suggs (9.4m),
Alfie Deyes (3.9m), Joe Sugg (5.5m)

Twitter 
Zoella (200k), Alfie (5m), Joe Sugg (5.2m)

Facebook
Zoella (2.4m), Alfie (1.5m), Joe (2.2m)

Website
Zoella.co.uk.

Tie-ins 
WH Smith, Boots

UGC - fan-made sites like Zoella Beauty (Facebook...242 subs!). Fan-made Snapchat? JoeSuggUpdates Insta (1k) + dailyvloggersuggs Insta (1k)

ESPECIALLY USEFUL ARTICLES!
ALFIE: 2019 profile of Alfie's business (Gdn). His PR firm, CarverPR.
Kylie Jenner was making £1m per Insta post!




















To successfully study Zoella, you need to look at specific details of the media language from a range of videos/vlogs AND other social media (especially Insta) to back up any analysis of how she targets an audience. The representations are important - typically highly gender normative, and hetero-normative too when you consider how much she features her boyfriend. Socio-economic status is interesting too. Now she's hit 30, there's an obvious impact on her ability to exploit identification with tweens and teens (but she does broadly appeal to a 15-30+ female audience). Its really very easy to apply the full uses and gratification PIES scheme to her - but make sure you're armed with specific, precise details from specific, precise examples!!!

Alongside this, we need to be aware of how web 2.0 has enabled 'ordinary people' like Zoella to become millionaires - what are 'social influencers'? 
businesses pay influencers with more than a million followers $10,000 or more for a one-off post endorsing their product (Guardian, 2020)
We need to look at the wider industry context (including the pandemic's challenge to the economics of such stars, with so many companies cutting back on marketing spend, and so many stars being attacked for whining about lockdown as they reside in their large homes). There's also the issue of changes in advertising regulation to tackle product placement where the audience isn't informed - and Zoella has been a particularly high profile example of this. She even released an apology video (as she did for the advent calendar, eventually) - and she's been found guilty again very recently!!


Zoe Sugg has played with the dual identities of Zoella and Zoe. Its interesting that she hasn't uploaded onto her Zoella YT channel for a year, but has been busy on her Zoe Sugg channel, which only has a bit less than half of the subscriber numbers. Its likely that this is a response to the negative publicity that Zoella has had, and an attempt to double down on the sense of openness and authenticity that are so crucial to a social influencer. She's played around with make-up free shots and dialled down the glossiness a bit, though her Insta remains a festival of glam colour on the whole, and what she's actually posting on remains fairly vacuous and shallow (though I write as a 40-something male, so I acknowledge that's a potentially gendered, age-related viewpoint - Stuart hall would of course agree!!).

Its a brave move stepping away from an extra 7 MILLION subscribers, but surely it is because the Zoella brand has been damaged by the product placement controversy, advent calendar, and growing sense of clinging on to other more currently popular or zeitgeisty figures like her own brother Joe Suggs and of course Alfie Deyes, her boyfriend.




Has the pandemic doomed social influencers like Zoella?
Over the past decade, influencer culture has reshaped how brands reach consumers – the influencer marketing industry was worth around $6.5bn in 2019, and almost half of marketers spent more than 20% of their budget on influencer posts. The combination of accessible celebrity and trusted endorsement allowed companies to target their customers in a more tailored way.Payment for posts reflected this – businesses pay influencers with more than a million followers $10,000 or more for a one-off post endorsing their product.



Zoella's 2019 Xmas (on Dec 16th!)
Useful as it showcases -
  • the fakery: she's held a whole Xmas day, gift unwrapping and all, 2 weeks (assuming a quick edit) before Xmas
  • the access-all-areas image. Fans are able to see inside this 'special' family occasion, meet the wider family etc. Basic U+G: personal identity + escapism (its easy to work in all 4 PIES)
  • endorsements? I haven't watched it all, so am only speculating - but I imagine she did this so early to cash in pre-Xmas advertising. By Dec 24th all the big, expensive campaigns have been pulled.
  • amateurism v slickness: she's now got slick cartoon graphics! But we still get the cam-in-car simplicity too.



Fake online influencers a danger to children, say campaigners

https://www.theguardian.com/media/2019/nov/04/fake-online-influencers-a-danger-to-children-say-campaigners?CMP=Share_AndroidApp_Gmail



https://www.popbuzz.com/internet/youtubers/zoe-sugg-charity-neon-sign-price-bag-and-bone/
https://thetab.com/uk/2018/11/23/the-42-most-soul-destroying-moments-from-zoellas-new-book-cordially-invited-86658
Now sort of rebranding as plain Zoe Suggs, while her bro grooves on the fame-enhancement factory that is the BBCs ratings juggernaut Strictly Come Dancing, Zoella's November 2018 has been filled with mockery for her frankly preposterous new book
https://www.vice.com/en_uk/article/vbav5b/i-followed-the-advice-in-zoellas-new-book-cordially-invited
As this Vice.com satire effectively demonstrates, Suggs sees her fanbase as Muggs. She actually does ... literally ... advise using an umbrella if it's raining and spreading butter on bread (her guide on making a ham sandwich. I'd skip the white bread, butter, cheese and ham, but hey)
This, a year on from the widespread, highly publicised controversy over her damnably expensive calendar.
I'll gather further ZS stuff in this post
From waiting lists to unboxing: the bizarre world of beauty Advent calendars
Her 2017 £50 advent calendar was 'widely described as tat'
https://www.theguardian.com/fashion/2018/nov/30/from-waiting-lists-to-unboxing-the-bizarre-world-of-beauty-advent-calendars?CMP=Share_AndroidApp_Copy_to_clipboard
https://www.newstatesman.com/culture/books/2018/12/zoella-s-cordially-invited-reviewed-woman-she-blocked-twitter
Instagram: from Facebook's 'best hope' to Russian propaganda campaign tool
https://www.theguardian.com/technology/2018/dec/18/instagram-facebook-russian-propaganda-ira?CMP=Share_AndroidApp_Copy_to_clipboard