David Gauntlett's theory on Identity argued that the media provide us with 'tools' or resources that we use to construct our identities. He also argued that whilst in the past the media tended to convey singular, straightforward messages about ideal types of male and female identities, the media today offer us a more diverse range of stars, icons and characters from whom we may pick and mix different ideas. Finally, Gauntlett argued that some icons become role models for an audience, not someone who the audience want to be, but someone with whom they may
share an ideological outlook...
Gauntlett would immediately recognise that the sex & health contents page featured on the Zoella website offers ideas for its audience to explore and pick and mix from. The contents heavily discuss the value its audience should feel from exploring their sexuality and discovering/appreciating their bodies as the content discusses the benefits had from
masturbation and the enjoyment they should feel from "daily pleasures." Which, alongside the contents discussing beauty, as Zoella focuses on the necessity of maintaining beauty standards encourages audiences to pick and mix ideas, as they identify the value in looking attractive whilst appreciating the value of their own bodies and identities.
