David Gauntlett's Representation Identity theory offers the idea that the media provides us with the means to construct our own identity, offering us a variety of different stars, icons, and characters who we can freely choose to pick & mix from. His theory also offers the notion that these stars and celebrities become Role Models for an audience, someone whom the audience shares ideology with.
Audiences may be inclined to take inspiration from Zoella's hyperreal perfect existence, creating the idea that Zoe Sugg's life is a template to follow if you, as an audience member, want to be just like her. The website demonstrates a clear ideology of consumerism, offering the users a variety of products to buy that are deemed 'Zoella Approved' (even though they are commissioned to be advertised on her website.) Audiences can recreate her life and live it as their own, through the means of consumerism. This can mostly be viewed through the obvious 'shop' section that is dedicated to the bottom of every page or blog post - differing from the 'ShopZoella' page which is entirely products created by Zoe Sugg herself.
The same can be said about the descriptions of her videos, in which Zoella lists all the products she is paid to advertise in the description. A lot of the things she talks about in her vlog/blog can be bought, and the audience has the ability to be "just like Zoella" by also buying this things. This is a suggestion that consumerist ideologies are so prevalent in her content that the description needs to be dedicated to them.
Zoella's blog is designed to make it easier for audiences to pick and choose what aspects of Zoe's life they want to adapt into their own identity, seen through the taskbar at the top of the page. The blog is divided into sections, making it far easier for audiences to decide how they want to view Zoe and to reject ideas that don't fit their narrative - for example, if they want to only see her represented in content regarding fashion, they have the option to click the 'style' section. It is apparent that content doesn't (alternatively: very rarely) overlap, reinforcing Gauntlett's idea that audience have that ability to pick what parts they want to construct their own identity with.
