Zoella's career choices (author, business woman, youtuber) along with the roles she fulfils (mother, wife, friend) is an example of pick and mixing. She is a lifestyle guru, a mother, a partner, mental health advocate etc.
She consistently portrays herself as an everyday regular person, demonstrating to the audience how they can borrow and shape their identity from a diverse range of people that may not necessarily be classed as celebrities.
The core message in Zoella's content seems to be about communicating with others and making connections via a range of topics.
Zoella herself seems to pick and choose what parts of her life she shows her viewers- this allows the audience to identify with her and imitate her as they can use the way Zoella represents herself to her viewers to construct their own identities. Furthermore, the content shown on her website and YouTube channel can be said to act as a 'tool' for viewers to form their identity.
Zoella shapes her identity of her audience by promoting products which may appeal to her viewers. Her anxiety story is an example of her identity that can be picked to help construct an identity- viewers may relate to her problems and accept this as a part of their identities. Additionally, Zoella's consistent perfect image can potentially put pressure on young girls to also appear perfect all the time.
On the website, ideologies about appearance and consumerism creates the ideas of Zoe's life being a template- the audience can buy the same products she uses and the same clothes she wears- you can shape your identity by recreating her life.
Consumerist ideologies are talked about a lot in her vlogs and on her website, many of the items discussed can be bought through the "Style", "Beauty" and "Lifestyle" section on her blog. The fact that these are given their own sections on her blog shows the importance of these values to her and her content. As well as this, it suggests that these ideas are often discussed on her blog, so much so that she needs to create a dedicated section for them.
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