Zoella | Stuart Hall Representations

Stuart Hall is a representations theorist who brings about the idea that representation is the production of meaning through language, with language defined as a set of signs. He also argues that the relationship between concepts and signs is governed by codes. In addition, Hall discusses the idea that stereotyping , as a form of representation, reduces people to a few simple characteristics or traits. additionally, stereotyping tends to occur when there are inequalities of power as subordinate or excluded group are a constructed as different or other.

Applying Stuart Hall to Zoella

Reducing Zoe to few characteristics

An example of where Stuart Hall’s theory of representation is demonstrated in Zoella’s blog is on the high priority tasks, located on the menu bar. They are ‘style’, ‘beauty’, ‘lifestyle’, ‘recipes’ and ‘books’. This is a demonstration of how representation of individuals or groups can be reduced to a few simple characteristics or traits. In turn, this suggests how Zoella has reduced her own identity to revolve around these few things- making her representation appear very two-dimensional and basic. These are all stereotypically feminine characteristics, showing how she reinforces patriarchal stereotypes and pushes these ideologies onto her audience. However, Stuart Hall’s theory also states that stereotyping occurs when there are inequalities of power, but Zoella creates these representations herself, which would suggest that this could be seen as a positive thing that she has control over her own representation.

Reinforcing traditional stereotypes of women

Zoella reinforces a number of gender based stereotypes. The videos that she uploads to her channel and the blog posts on her website often reinforce female gender expectations in which her role is confined to domestic and beauty based activities. These are traditionally female stereotypes. Also, Zoella’s role contrasts greatly with that of Alfie Deyes, who seems to be more active and films his content out of the home or domestic sphere.

In addition to this, Zoella once again reinforces patriarchal views in regards to women’s roles in the household and domesticity. This can be seen in her ‘Organising And Sorting The Pantry’ video- which reinforces the idea that women belong in the kitchen

Hegemony

Using Zoella we can see how she represents hegemonic ideologies to her audience, using her 'power' as an influential, middle class individual. Many of Zoella's videos and blogs reinforce a consumerist ideology and the desire for 'stuff' and material gain. Notably, her series of blogposts, "Weekly Wants" is a place where her and her team discuss the items which they want to buy and have. This is fitting with the shop and spend culture that we currently live in and reinforces the ideology

that we should spend our money

and have nice things.