Zendaya: Audience and Industries blog tasks
Audience
Smart Water brand case studyRead 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?
Zendaya's Smart Water brand ambassador role is linked to her support of community water programmes and the Global Water Challenge charity. This aligns with the philanthropic and socially conscious persona she has created. By working with the Global Water Challenge and launching the "smart solutions: global water challenge," Zendaya connects her brand ambassador role with a charitable cause focused on achieving universal access to clean drinking water, particularly for women.
2) Read the analysis of Zendaya’s social media profile. What statistics support why she is described as ‘a high-ranking celebrity influencer’?
The analysis of Zendaya's social media profile supports her description as a high-ranking celebrity influencer with the following statistics:
Zendaya ranks in the top 10% of all Twitter accounts.
She has a 25.4% share on Twitter.
3) What details are provided about Zendaya’s audience?
Details about Zendaya's audience include:
On Instagram, her audience is 67% female, and on Twitter, it's 73% female.
Her followers on both platforms are predominantly aged 20-24.
Her audience is primarily English-speaking, with a significant presence in the United States, Brazil, and the UK.
Top cities for her followers include LA, New York, and São Paulo.
Occupationally, her audience works in various fields such as retail, broadcasting, publishing, entertainment, modelling, design, and makeup.
Their interests vary, with music, mystery films, reality TV, social networks, and fantasy books among the common hobbies.
4) What psychographic groups would fit the profile of Zendaya’s audience in this case study?
The psychographic groups that fit the profile of Zendaya's audience in this case study include:
Fans of music, mystery films, reality TV, social networks, fashion, makeup, coffee, and various sports.
Those interested in entertainment, modelling, design, and makeup.
5) Why does the case study suggest Zendaya is a good fit for the Smart Water brand?
The case study suggests Zendaya is a good fit for the Smart Water brand for several reasons:
Zendaya and Smart Water are aligned in terms of age, gender, and location demographics.
The brand may be aiming to raise its profile with younger consumers by partnering with Zendaya, which has a significant social media reach and influence.
Zendaya has well above-average equity, appeal, and awareness scores, making her a highly recognisable and influential celebrity.
While this collaboration marks her first drinks partnership, Zendaya has experience in brand partnerships and philanthropic projects, indicating her suitability for promoting Smart Water's charitable initiatives.
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.
185,318,254 - Followers
6,339,667 - Average Likes
$555,955 - $1,297,228 - Average Cost per post
2) Scroll down through the data available. Who are Zendaya’s top mentions and what does this suggest about how she uses the account?
This shows that she posts a lot 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?
It is higher than the 1.7% average for accounts with more than 100,000 followers
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?
Zendaya's website and social media are constructed to appeal to a diverse audience. While her audience does have a significant female representation, especially on Twitter and Instagram, her content is designed to be inclusive and engaging for individuals of various genders and backgrounds. The content includes fashion, entertainment, and lifestyle, which can attract a broad spectrum of viewers.
2) What opportunities are there for audience interaction in Zendaya’s online presence, and how controlled are these?
Zendaya's online presence offers several opportunities for audience interaction, including comments, likes, shares, and direct messaging on platforms like Instagram and Twitter. These interactions are relatively controlled, as her team may moderate comments to maintain a positive and respectful online environment. Zendaya and her team also have control over the content they choose to share, ensuring it aligns with her image and values.
3) How does Zendaya’s social media presence reflect Clay Shirky’s ‘End of Audience’ theories?
Zendaya's social media presence reflects Clay Shirky's 'End of Audience' theory by blurring the lines between content creators and consumers. She actively engages with her audience through comments, direct messages, and interactions. This two-way communication breaks down the traditional distinction between passive audiences and active creators, fostering a sense of community and participation among her followers.
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?
Zendaya's online presence can have multiple effects on audiences. While it serves as a platform to promote her work, such as movies, music, and fashion, it also reflects her values and interests. Zendaya has used her platform to address social and political issues, advocating for causes like racial justice and gender equality. Thus, her online presence can influence audiences by raising awareness and encouraging discussions on these topics, making it both a promotional tool and a platform for social change.
5) Applying Hall’s Reception theory, what might be a preferred and oppositional reading of Zendaya’s online presence?
Preferred Reading: Many audiences may interpret Zendaya's online presence as empowering, inclusive, and socially conscious. They may appreciate her advocacy for important causes and see her as a positive role model.
Oppositional Reading: Some individuals may have an oppositional reading, perceiving Zendaya's online presence as performative or insincere, especially if they believe her social activism is driven by branding rather than genuine commitment. Additionally, some may disagree with her views on certain issues and challenge her positions.
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?
As of Q4 2022, Meta (formerly Facebook) had 2.96 billion monthly active users, while Twitter (now X) had approximately 330 million monthly active users as of Q1 2019, and LinkedIn had about 900 million monthly active users as of Q1 2023.
2) What is the main way social media sites make money?
The main way social media sites make money is through selling advertising. They provide a platform for advertisers to reach their vast user base.
3) What does ARPU stand for and why is it important for social media companies?
ARPU stands for Average Revenue Per User. It is important for social media companies because it represents the revenue generated from each user. A higher ARPU indicates that the platform is effective at monetising its user base through advertising.
4) Why has Meta spent huge money acquiring other brands like Instagram and WhatsApp?
Meta has acquired brands like Instagram and WhatsApp to expand its user base and offer advertisers a larger audience to target. These acquisitions provide Meta with more opportunities to generate advertising revenue.
5) What other methods do social media sites have to generate income e.g. Twitter Blue?
Social media sites are exploring other methods to generate income. For example, Twitter introduced Twitter Blue, a subscription service that offers benefits such as editable posts, fewer ads, longer posts, and enhanced security measures for a monthly or annual fee. This diversifies their revenue streams beyond traditional advertising.
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.
Creating a "statutory building code" for digital platforms, describing mandatory safety and quality requirements.
Requiring social networks to display corrections for misinformation identified by fact-checkers to every person exposed to it.
Implementing "circuit breakers" to temporarily halt the spread of newly viral content for fact-checking purposes.
2) Who is Christopher Wylie?
Christopher Wylie is a whistleblower who gained attention for revealing how Cambridge Analytica used millions of people's Facebook data for targeted political campaigns. He is a critic of social media platforms' handling of misinformation and manipulation.
3) What does Wylie say about the debate between media regulation and free speech?
Wylie argues that regulating social media platforms does not stifle free speech but rather addresses the responsibility of platforms in amplifying false and manipulative information on a wide scale. He emphasises that freedom of speech is not an entitlement to have one's voice artificially amplified by technology.
4) What is ‘disinformation’ and do you agree that there are things that are objectively true or false?
Misinformation refers to false or misleading information intentionally spread to deceive or
manipulate. Many objective truths exist, such as facts supported by evidence, and misinformation can be objectively false. While there can be different perspectives on some issues, certain claims can be empirically disproven.
5) Why does Wylie compare Facebook to an oil company?
Wylie compares Facebook to an oil company by highlighting that just as an oil company may claim not to profit from pollution (a harmful by-product), Facebook may claim not to profit from hate speech. However, both can result in social harm, and he argues that there should be accountability for these harms.
6) What does it suggest a consequence of regulating the big social networks might be?
One consequence of regulating big social networks could be pushing more people to fringe "free speech" social networks, where harmful content may be allowed. However, the report argues that platforms monetising user engagement must prevent clearly identified harms.
7) What has Instagram been criticised for?
Instagram has been criticised for contributing to issues related to mental health and body image. The platform's algorithms often promote "perfect" images that can negatively affect users' self-esteem and body image perceptions.
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?
While the report primarily addresses social media platforms, some concepts, such as transparency in paid promotions, could apply to influencers like Zendaya. Like social networks, influencers could be encouraged to disclose when they are being paid to promote a product or cause, ensuring transparency for their audience.
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