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End of Audience and Zoella

Clay Shirky argues that audiences in today’s online age are no longer passive consumers of media content.  How far is this true of online audiences ?



So applying it to Zoella?

  • Through fan art and fan fiction which are both perfect examples of the internet creating their own content 
  • This is also done through memes which circulate the internet 
  • For example, 'Scamella' or when Alfie was accused of poverty tourism after tying to live off £1 for a day and the mocking that followed 
  • Similarly, when The Sun ran a salacious article about a relatively innocent image that Zoe had posted on snapchat, in defence many influences posted a similar photo to show they stood with her with the hashtag #westandwithzoe
  • Q&As through her comment sections and how she allows her fans to ask questions receive answers https://www.youtube.com/results?search_query=zoella+q%26a


  • Being an active audience member means you engage with Zoella, through commenting etc. 


 Overall, the theory looks at how media has evolved to a fast and immediate network that allows us to create our own media as well as share what we see


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