OSP: Zendaya CSP - Audience and Industries

 Smart Water brand case study

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 main link would be her audience which is stated in the case study Drinks brand smartwater speaks to a 59% female audience across both Instagram and Twitter. Single or married, its followers are most typically 25-29, though its reach expands both younger and older. Predominantly English-speaking, its top market is the United States, followed by the UK and Indonesia. New York and LA rank as its top cities. Professionally-speaking, smartwater is followed by marketers, bloggers, fashion stylists, performers and company directors on Instagram, and marketers, social media specialists, PR specialists, bloggers, designers and real estate agents on Twitter. 

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

It may be that the brand are hoping the star will raise its profile with younger consumers, as well as tapping into her 190m social reach and over £1m social media value

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

Zendaya’s audience is 67% female on Instagram and 73% female on Twitter. Typically single, her followers are most commonly aged 20-24. English speaking, they are based mainly in the United States, followed by Brazil and the UK. LA, New York and São Paulo are her top cities. Occupationally, her audience work in retail, broadcasting, publishing, entertainment, modelling, design or makeup. 

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

Other celebrity influences for this profile include Ariana Grande, Beyoncé, Kylie Jenner, Demi Lovato, Justin Bieber, Nicki Minaj, Dwayne Johnson and Harry Styles. Comparing media consumption, Zendaya’s followers enjoy MTV, Vogue, E! News, ESPN, National Geographic, Rolling Stone, Marie Claire, Hugo Gloss, Playboy, The Times and HBO.

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

Because shes a positive humble advocate for the brand.

Social media data analysis

1) Pick out three notable statistics from the site.

Followers: 185,287,255

Following: 1,804

Engagement Rate: 3.43%

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

@lancomeroffcial, @bulgari, @abdmstudio

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 close to doubling the average engaement rate of 1.1% for other creators with over 100,000 followers

Zendaya: audience questions and theories

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

Zendayas social media page would mostly be used to promote previous acting roles or brand promotion so her page is mainly focused on people who enjoy and take an interest in film or people who are simply film enthusiasts.

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

She often interacts with her audience and viewers by doing regular people things as repling to comments or stitching super fans videos on tiktok but will also stand up and against hate comments and remarks about her in the media.

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

More people are interacting with social media personnel or celebrity as there is a high chance the influencers may notice or interact through maybe a video or comment.

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 may encourage other young especially female aspiring actors to chase and follow their dreams as she offers frequent oppitunites to break into the industry or get any type of work experience from quite a young age.

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

Zendaya's preferred reading would be that she would like to perceived as a humble young actor who has worked for everything that would given to her staying nothing was handed to her throughout her whole career.

Industries

How social media companies make money

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

Facebook, had 2.96 billion monthly active users. Twitter stopped reporting monthly active users, but the last count was 330 million, while LinkedIn had about 900 million

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

Social media companies like Meta and Twitter., primarily make money through selling advertising.

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

It stands for average revenue per click and that is important as it desides if the ad is successful.

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

With over 2 billion active users each month, WhatsApp provides Meta with a larger pool of users to sell things and advertise to, The same objective guided every acquisition Meta has made since, whether it was $1 billion for Instagram or $19 billion for WhatsApp.

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

Subcription services like subcribing to your best creators which give u limited access to their lives.

Regulation of social media

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

1. limiting the use of micro-targeting advertising messages!
2. making it illegal to exclude people from content on the basis of race or religion, such as hiding a spare room advert from people of colour 
3. banning the use of so-called dark patterns - user interfaces designed to confuse or frustrate the user, such as making it hard to delete your account

2) Who is Christopher Wylie?

Christopher Wylie is a former Facebook investor and is a long-time critic of the social network.

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

Whenever social media regulation is proposed, there are concerns about stifling free speech. Don't your proposals pose such a risk? Whenever social media regulation is proposed, there are concerns about stifling free speech. Don't your proposals pose such a risk?

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

There are very tangible harms that come from manipulating people. In the United States, the public health response to Covid-19 has been inhibited by widespread disinformation about the existence of the virus or false claims about different kinds of treatment that do not work.

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

An oil company would say: "We do not profit from pollution." Pollution is a by-product and a harmful by product. Regardless of whether Facebook profits from hate or not, it is a harmful by-product of the current design and there are social harms that come from this business model.

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

One of its suggestions is that social networks should be required to release details of their algorithms and core functions to trusted researchers, in order for the technology to be vetted.

7) What has Instagram been criticised for?

If Instagram has just spent the past week showing you body-building ads, it could then hold off for the next two weeks. If you want to promote body building, you can.

 But from the user's perspective, they should not be constantly bombarded with a singular theme.

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? 

If the adverts or promotions do not Aline with Zendaya's brand and personnel i personally think she should make it clear its a paid advertisement.