Learning Objectives:

• Understand Dyer’s theory of star image.

• Understand the importance of one pop star’s image.

Richard Dyer: Star theory

• “Pop performer" and "pop star" have become interchangeable — strictly speaking, in media terms they are not the same thing.

• Pop stars have an identity or persona which is not restricted solely to their musicianship.

• A true pop star does have a lasting significance, and has "brand awareness" amongst a wider market over a period of time.

Star image

A star's image becomes a readily recognised sign that is used in many different media forms.

Stars can use the fact that their image has meaning by allowing it to be used for advertising purposes.

Richard Dyer STAR THEORY 1. Stars as Constructions

Stars are constructed, artificial imagesUSP - they can be copied and/or parodied because of it

Bono’s glasses

Britney’s stomach

Madonna’s weird pointy

bra

Dyer says: “A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials

2. Industry and Audience

• Stars are made to appeal to audiences, which will in turn generate revenue for record companies.

• Record companies nurture and shape their stars.• They tend to manufacture what they think audiences

want, hence the 'photocopied' nature of many boy bands, teen bands etc.

Dyer says: “Stars are commodities produced and consumed on the strength of their meanings.”

3. Ideology & Culture• Stars represent shared cultural values and attitudes, and

will promote a certain ideology. • Audience interest in these values enhances their 'star

quality’.• Conveying beliefs ideas and opinions outside music that

performers help create their star persona.

4. Character & Personality

• A star begins as a "real" human, but the star transformation process turns them into a construct.

• Stars provide audiences with a focus for ideas of 'what people are supposed to be like' (eg for women, thin/beautiful) - they may support hegemony by conforming to it (thin/beautiful) or providing difference (fat/still lovable).

4. Character & Personality cont’d• It is easier for pop stars to establish their character and

personality than, say, film stars – they have more consistency.

• A pop star's persona is constructed on the basis of a narrow text, continually re-read and reassessed. Second album syndrome is when an artist is unable to sustain their persona over a period of time.

• A pop star's persona needs constant nurturing. Madonna has been excellent at adapting and changing her persona to keep fans interested.

Star image motifs

• Star image motifs are a running theme for an artist. The aim is to help establish the artist as a brand.

• Star image motifs could be recurring icons, images or fonts.

The Red Hot Chilli Peppers

The red hot chilli peppers use a star shape which recurs throughout their

work.

Above are some more album covers which use the star shape as a logo.

They even use the star logo on their merchandise.

One of their music videos also uses the star image which is used as a game chip in the video game which the character needs to catch.This logo creates a brand for them and gives the audience a

sense of familiarity when they see it.

Eminem

Eminem uses the same font style and colour for all of his albums.

This poster also has the same font style with the end E backwards.

The same writing is also used on his merchandise.

Eminem’s star image motif is the font style which he has been using for years and years. Even when he wasn’t on the music scene for a while, he still came back with the same style. This is clever because it carries on the

brand so that its like he never left.

Lily Allen

Lily Allen used to have a star image motif of wearing pretty dresses with bright make up, trainers and big earrings.

This style became her brand and appeared in her music videos, album covers and even at red carpet events.

But this was a fair few years ago and lily has now opted for a more chic look…

Her star image motif now is quite strong lyrics in her music and quite wacky videos such as for ‘The Fear’.

How this will be relevant to your work

• consider what the star image motif will be for your artist - it is very important to create a brand identity, particularly for new artists.

• I think we should look at our lyrics (perhaps wait until you have started planning and storyboarding) – something may jump out at you.

• think about font styles that could recur throughout the work.

Task

• Decide on a star to analyse in detail. Try to choose someone who fits in with your pitch ideas.

• Consider: Dress, product image, props, audience, ‘life’ (i.e. how long they will be marketable for).

• Begin researching today – you will continue this next lesson.

Learning Objectives:

• Understand Dyer’s theory of star image.

• Understand the importance of one pop star’s image.

How a star’s image develops over time through music video

• Use your research on a star of your choice to write an essay.

• This will need to be posted on your blog, with lots of illustrations and video clips!

• Make sure you use lots of detailed examples throughout.

How a star’s image develops over time through music video

• Intro – Brief biographical detail– Details of relevant genres

• Early star image – What was the image established in the earliest videos?

• Star image development – Are they shown playing a character / performing? – What visual motifs are associated with them?

• How are they sold? – Are close- ups used throughout their work?– How are hair, costume, props, other people used in videos to support image?

• How do camera and editing reinforce the image? – Give examples and consider why these features have been chosen?

• Wider cultural significance – Why is/ was this star popular at this particular time?– Do they fit into any cultural trends like ‘girl power’, etc?

• Conclusion – Sum up key points. Emphasise key ways the star has developed.