Zoella is a brand that runs began on youtube. It primarily focuses on clothing and makeup, and generally shows the familial, social aspect of her life. Her main target audience is women aged 13-29. She primarily entertains her audience, but she also gives advice on which products to use and talks openly about her experiences with mental health. At this point in time, the top article on her blog is about an interview with a mental health professional.
Zoella does not challenge the dominant ideas that women like clothes and makeup. According to the cultivation theory, this could influence the young women who watch her content in terms of what they feel they should like. However, the argument could also be made that the only girls consuming her content are already interested in these things. However, Zoella's content on its own could plant the idea in girls' heads that this is the only ideal for what women should be. Zoe Sugg, in contrast, offers a broader range of identity and ideas about what identity is. She offers a more mature, worldly view of what a woman can be and the girls that watched her Zoella content grew up to watch her Zoe Sugg content, perhaps influencing and cultivating how they matured in their own lives.
Due to her career being entirely built on the internet, from the very beginning fans were able to interact with her through the comments section. This fits with Shirky's end of audience. The audience are no longer passive consumers as they were previously in media.
