Collective Identity: Representation of Youth

1. ALFIE
DEYES

2. Simplistic YouTube Channel
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3. 1) ‘PointlessBlog’ – his channel name has a ring to it, making it easy to
remember and find.
2) He has his most recent video embedded to keep his fan base up to date
with his life.
3) His channel features links to his merchandise, where fans can easily
access his website.
4) His channel also features a UK and US link to purchase his most recent
book, The PointlessBook 3.
5) He also links to his vlog channel PointlessBlogVlogs and
PointlessBlogGames.
6) His simplistic, easy to read logo features on his website, all of his social
media sites and all three of hisYouTube channels, making it easy to
recognise.

4. Social Media

5. Social Media
Influence • With over 4.5 million followers on
Twitter and almost 5 million followers
on Instagram, not to mention his 10.5
million subscribers across three
separate channels,Alfie Deyes is
arguably one ofYouTube’s most
powerful social media stars (it does help
that his girlfriend was actually crowned
Britain’s most powerful social media star
by the Metro)
• With the rise of Snapchat,YouTubers
can easily keep their fans updated with
their day-to-day lives, allowing fans to
view what their favouriteYouTubers are
currently doing and what their day
consists of.

6. Cross-Over: His
Website
• Again, his well recognised logo ‘PB’ features
on all of his products, promoting both his
merchandise and hisYouTube channel.
• His merchandise ranges from hoodies, to
hats, to jumpers, to t-shirts, phone cases
and posters, attracting a wide range of fans,
whatever their dress sense.
• Alfie Deyes and fellowYouTubers Joe and
Zoe Sugg, collaborated to produce a limited
edition clothing range in which they split
the earnings, ultimately enhancing each of
their earnings and publicity.

7. Influence
Deyes, along with fellowYouTubers, enhance their
viewings and subscriber count by featuring in each
other’s videos. If a YouTuber had the name of Alfie
Deyes in their video title, many of Deyes’ fans would
click onto the video to view the content. In the same
way, if Deyes featured any other YouTubers in his
videos, the other Youtuber’s fans would want to
watch the video. When YouTubers collaborate, they
link each other in the descriptions, enhancing their
channel view count and potentially their subscriber
count:

8. Influence
• Many young people look up toYouTubers and are influenced by their rise
to fame. ManyYouTubers started off by just watching other vloggers and
manyYouTubers, such as Alfie encourage this by letting his fans know how
he films his videos.

9. Representation
of Social Class
• From his content, it is clear to see that
Alfie Deyes is very well off. At only 24
years of age, Deyes drives a 65 reg
Range Rover Evoque, lives with his
girlfriend Zoella and pet pug in a huge
house in Brighton and earns a hefty
living by making videos that he loves.

10. Representation of
Age and Target
Audience • The majority of his merchandise is
targeted at teenagers however there
are targets for children such as fidget
spinners. His clothing range is available
in all sizes.
• In his videos, swear words are cut out,
which highlights that Deyes is aware
that although his viewers are
predominantly teenagers, children are
also attracted to his channel.
• All three of his books are targeted at
teens.