OSP: Zendaya CSP - Audience and Industries

 Audience

Smart Water brand case study

Read this Smart Water case study from Influencer Intelligence and answer the following questions:

1) What is the charity link to her Smart Water brand ambassador role and how does this link to the celebrity persona she has created?

The Global Water Challenge, this shows a more philanthropic image to her online and celebrity persona.

2) Read the analysis of Zendaya’s social media profile. What statistics support why she is described as ‘a high-ranking celebrity influencer’?

She ranks top ten in the 10% of Twitter Accounts with a 25.4% share in them

3) What details are provided about Zendaya’s audience?

Her audience is 67% female on Instagram and 73% on Twitter and typically within the age range of 20-24.

4) What psychographic groups would fit the profile for Zendaya’s audience in this case study?

Zendaya's psychographic group would fit around an aspirer

5) Why does the case study suggest Zendaya is a good fit for the Smart Water brand? 

This is because Smartwater is followed by other fashion brands and such and how Zendaya is affiliated with other brands they would want a closer connection to her to get an even stronger connection.

Social media data analysis

Look at this analysis website for Zendaya’s Instagram account. Complete the following tasks:

1) Pick out three notable statistics from the site.

Followers

Engagement Rate

Like Rate.

2) Scroll down through the data available. Who are Zendaya’s top mentions and what does this suggest about how she uses the account? 

@lancomeofficial 

@abdmstudio 

@bulgari

They are all fashion accounts which shows how she uses her account to show off fashion items and how passionate she is about fashion.

3) How does Zendaya’s Instagram engagement rate of 3%+ compare with the average engagement rate for accounts with more than 100,000 followers? 

Usually, it is 2.4% but seeing as Zendaya's is 3%+ and has millions of followers shows how she interacts with her fans/audience as a whole

Zendaya: audience questions and theories

Finally, work through the following questions to apply media debates and theories to the Zendaya CSP: 

1) Is Zendaya’s website and social media constructed to appeal to a particular gender or audience?

It would seem more appealing to women as it contains fashion and such, but also Zendays supports the feminist movement and rights.

2) What opportunities are there for audience interaction in Zendaya’s online presence and how controlled are these? 

It allows her to have a closer relationship to her audience making her seem more connected and human.

3) How does Zendaya’s social media presence reflect Clay Shirky’s ‘End of Audience’ theories? 

It shows how she inspires people to stand up and have a voice on terms of her feminist motives, it shows how people don't just have to watch but instead can contribute towards it.

4) What effects might Zendaya’s online presence have on audiences? Is it designed to influence the audience’s views on social or political issues or is this largely a vehicle to promote Zendaya’s work? 

It is designed to inspire her audience to stand up with a voice, and it shows her passion for fashion and how it can also influence others in the world of fashion.

5) Applying Hall’s Reception theory, what might be a preferred and oppositional reading of Zendaya’s online presence? 

A preferred reading may be that she is seen as an idol as she has done a lot of good things including charity and how she is inspirational as she supports the feminist movement.

The oppositional reading may be that she is doing all of these to look good in front of the public eye and just obtain as much money as she can.

Industries

How social media companies make money

Read this analysis of how social media companies make money and answer the following questions:

1) How many users do the major social media sites boast?

Whatsapp boasts about 2 billion user monthly.

2) What is the main way social media sites make money? 

They make money by placing ads on their platform

3) What does ARPU stand for and why is it important for social media companies? 

Average Revenue Per Year, it is important to see how their platform is doing and to see if it is going well, so they can decide if the current tactic they are using is the best.

4) Why has Meta spent huge money acquiring other brands like Instagram and WhatsApp? 

Essentially to make more money and to have a bigger audience.

5) What other methods do social media sites have to generate income e.g. Twitter Blue? 

Using twitter as an example we can see that they have ads and make people pay for a blue verification checkmark.

Regulation of social media

Read this BBC News article on a report recommending social media regulation. Answer the following questions:

1) What suggestions does the report make? Pick out three you think are particularly interesting. 

-Circuit Breaker: Allows for more safety by checking is something is fact or false.

Making is illegal exclude people of other races: Allow for more diversity and insight to certain things.

Labelling State news account: Will also allow for more trustworthy and safe insights and news

2) Who is Christopher Wylie? 

A former Facebook investor

3) What does Wylie say about the debate between media regulation and free speech? 

He says that they should be regulated to test the safety of them as he uses a kitchen appliance as an analogy of safety.

4) What is ‘disinformation’ and do you agree that there are things that are objectively true or false? 

It is false things said by certain people, I think that things on the internet need to have some sort of proof or validation as they can spread quick and can cause panic to lots of people in small amounts of time.

5) Why does Wylie compare Facebook to an oil company? 

Because they state that they "don't profit from pollution" and that it is only "a harmful-by-product" This can be applied to facebook as they cannot control everything shown on the their platform.

6) What does it suggest a consequence of regulating the big social networks might be? 

People will complain about "free speech" which may make the platform seem suppressive.

7) What has Instagram been criticised for?

How they contain a lot of "perfect images" on their platform which is making people less comfortable about themselves

8) Can we apply any of these criticisms or suggestions to Zendaya? For example, should Zendaya have to explicitly make clear when she is being paid to promote a company or cause? 

From what I can see I do not think they apply, I also think she should show if she is being promoted to give more awareness to their audience so they can decide whether they want to buy it or show if they care about the product.