Media Rewrite

How far can aspects of identity be seen to affect the way in which audiences use online media?

Within both Zoella and Attitude, the influential nature of these texts can highly influence ones identity and how they proceed to use online media. There are similarities between these media examples however, the affects of which audiences use online media differ.

Identity can firstly be discussed in relation to the use of online media regarding socio-economic context. In both Zoella and Attitude, the media texts predominantly reach out to white individuals. The lack of representation of black people seen in, and specifically on the front cover of Attitude means those of the black community are shockingly under-represented. In regards to identity, failure to be afforded the opportunity to view an image of yourself in main stream media can determine ones outlook on them self. Issues may arise, for example, a lack of self-esteem due to the redundancy black people experience in regards of representation of identity.Furthermore, in Zoella, her channel fails to represent people of all backgrounds. The limited ethnic variation within all of her videos and on social media imply she does not interact with others of different ethnicities. This could then affect her audiences perception of their own identity. For example, if a young girl of an Asian ethnicity were to watch Zoe's videos and fail to see an apparent representation of herself, her self worth could be questioned as well as Zoe's perspective on people like her. To discuss Paul Gilroy in relation to this, he stated that "culture focuses on how race divides us." This can be seen in both Attitude and Zoella. The under-representation of ethnic minorities means societies collective identity is divided based upon how we all view each others race. 

I believe lifestyle can highly influences one's identity, particularly how you proceed to use online media. For example, Attitude magazine is a gay lifestyle magazine. If a young individual was to be raised in a strictly religious household, their perspective upon the magazine and their own identity would be influenced. Arguably, their inherited beliefs would inform an oppositional reading according to theorist Stuart Hall. This means a reader would reject the preferred reading of a media text. Regarding Attitude, this preferred reading would be to positively represent gay men in main-stream media. Due to one's lifestyle, particularly of a religious individual, how you view another identity and then your own could lead to detrimental consequences. Possibility of offending an individual, for example, a gay man who reads Attitude, due to failing to understand someone else's identity can affect the mentality an individual may withhold. To add, when being accustomed to a particular lifestyle, viewing and engaging with a magazine like Attitude can lead to the failure to accept your own identity. Possibly out of fear or a lack of understanding. To add, identity can affect the extent to which an audience member's experience with prejudice or discrimination relates to the articles of Attitude magazine. An example of an article would be the 'Iraqi LGBT activist who continues to fight for equality.' 

Theorist Clay Shirky proposed the theory of an active audience. He explored that an audience is now extremely active in regards to how we use online media. Many comment on Zoella's videos or create their own blogs to discuss her content. These interactions allow users to create their own media, however, this can be costly to one's outlook on their own identity. To give an example, if a young girl was to watch a video by Zoella in which she talked about her insecurities regarding her body, something that Zoe has done in a video named 'Let's Talk', it's possible that her audience would be influenced by her opinions. Furthermore, it is likely that users would also comment on this video and not always project positive judgements. An example of a comment on the 'Lets Talk' video stated 'Zoe is so fat, that's disgusting.' Such a crude comment could dismantle a readers confidence hence truly affect their security in their identity. Issues with body image would certainly arise meaning many members of Zoella's audience may begin to stop using online media as a way to prevent themselves form viewing discourteous comments. Shirky's theory of an active audience can mean many choose to use online media negatively which can affect how other users both view and accept their identity. 

David Gauntlett's theory of identity explores how on audiences constructs their identity based on the media texts they view. This theory can apply to both Zoella and Attitude and the affects online media causes to ones opportunity to find their own identity. Throughout all platforms Zoella uses, for example, YouTube, Instagram, Twitter and a personal website, the media content can help navigate an audience's identity. Within all these examples, Zoe constructs her own identity, that of a young, trendy, wealth and happy individual. Arguably, this construction does not represent Zoe's character entirely but instead, presents one side of her identity. The same can be said for her audience as well, anybody who uses social media can be targeted for doing so too. However, Zoe's role as an influential star means when she does so, an audience is influenced by what they see. Due to Zoe's continuous representation of an 'ideal' lifestyle, for example, numerous videos discussing holiday destinations like a 'Mykonos Family Holiday' mean many may believe that they must strive to travel to such amazing locations in order to be happy, or simply like Zoe. Arguably, both media texts are extremely influential to an audience and therefore can determine how one constructs their identity. 

I believe that the commercial context of Zoella and Attitude mean an audience is robbed of the chance to form an authentic identity. Both media texts main goal is to generate a substantial income. This implies that they would do anything, possibly follow the latest trends both socially and culturally to gain profit. Zoe has an estimated net worth of £2.5 million and Attitude are constantly placing high profile stars on the covers of their magazines to entice readers. These commercial aspects of the media texts correlate to Henry Jenkins theory of fandom. He stated that their are five levels of fan activity. One of those includes buying merchandise which creates 'strong parallels between their own lives and the events of the series.' Through producing and selling merchandise, as Zoella does, she gains commercial profit. Attitude doesn't necessarily sell merchandise but they provide a subscription service that allows readers to receive annual issues of the magazine. Arguably, to gain profit from an audience infiltrates their character, therefore identity. An audience, especially in Zoella's case, due to the overwhelming interest in her constructed lifestyle, would purchase merchandise to gain an insight in what it would be like to be her. This consequently means Zoe's audience form an artificial identity rather than one that is truly authentic.

Aspects of identity are negatively affected through the use of online media, especially when referencing Zoella and Attitude's failure to respectfully guide an audience towards an authentic identity. Identity is extensively affected by the use of online media, despite media texts like Attitude and Zoella that may create content with fair intentions, I believe that an audiences identity is jeopardised through the the way audiences use online media.