STAR THEORY -RICHARD DYER

Ebun Awosiyan

What He Believed…◦Dyer believes artists are constructed through

artificial images such as advertising, films, magazines and music.

◦He claims that consumers usually prefer artists to convey their true emotions themselves and not to be groomed by the different record labels who would try and create a fake image for them.

◦He believes a “real” artist can use this as a unique selling point.

Industry and Audiences ◦He also believes that stars are

manufactured to make money for their record labels by appealing more towards their target audiences.

◦ And as a result of this record labels have to market at different artist to cater for certain target audiences as they're both ‘niche’ and ‘mainstream’ markets.

Ideology and Culture◦Dyer claims certain artists become

trendsetter in the sense that audience members will imitate hairstyles and artist clothing styles.

◦ Artist may have certain religious beliefs and cultural values that audiences may also pick up on if shared by the artist.

◦ The internet has meant audiences now have far greater access to the “personal” lives of stars.

STARS SUPPORT HEGEMONY◦ Stars support hegemony this is the

dominant ideology of their time/generation. Its sort of a glorified version of us.

◦ Leadership or dominance, especially by the one state or social group over others.

◦Gramsci is best known for his theory of cultural hegemony, which describes how states use cultural institutions to maintain power capitalist societies.

BRITNEY SPEARS◦ Britney Spears aged 34, born in Kentwood

Louisiana US◦ Britney rises interesting issues regarding

female identity in Pop Music.◦ Initially viewed as a role model for the

teenage girl market. ◦ From a gender perspective, Britney’s identity

is place securely within a male dominant industry which manufactures limited stereotypes of femininity.

DECONSTRUCTING BRITNEY SPEARS

◦ In her early video Britney was surrounded by the ‘Girlie iconography’ so this would be bedroom culture, dolls, dressing up with friends, hanging out and applying make up.

◦ They would especially have teen pigtails just to complete their looks.

◦ She would also have choreographed dance routines creates the desire to be part of her ‘clique’

◦ From the Bottom of my Broken Heart” (2000).◦ http://www.youtube.com/watch?v=fHPnGqXXUmI ◦ “Baby One More Time” (1998).◦ Http://www.youtube.com/watch?v=C-u5WLJ9Yk4

DECONSTRUCTING BRITNEY SPEARS◦ Britney's songs and video narratives express

teen girl identity, the concerns and the reflections of their everyday life.

◦ Constructed as a role model in “I’m not a girl, not yet a woman” (2001) from film “Crossroads”. Rites of passage story explores tensions of growing up and passage journey from childish innocence to realities of adult life.

DECONSTRUCTING BRITNEY SPEARS◦ Is “Overprotected” (2002)can it be seen as

empowering to women?◦Within the Music Video’s narrative, her

performance is a result of watching a news report on her wearing few clothes.

◦ She is no longer a girl and should not be told what to wear. Being half-naked is an empowering act.

◦ There is a more confident tone to the choreographed routine.

◦ http://www.youtube.com/watch?v=PZYSiWHW8V0

DECONSTRUCTING BRITNEY SPEARS◦ Conclusion:◦When it comes to gender debates, Britney

Spears’s Music Videos are a polysemic text (a text that has multiple meanings).

◦N.B. Her career has evolved from ‘Teen Princess’ with connotations of innocence and girliness to a half naked woman who performs for a male audience in FHM and Loaded.

◦ Both identities are stereotypical visions of femininity as presented in a range of media texts.