Task 2 – Intro.

Introduction to Richard dyer and Stars Values.

Richard Dyer

Richard Dyer has talked a lot about the role of stars. He said;

A star is an image, not a real person, that is constructed by advertising, magazines etc

In order to understand the relationship between the music industry and its audiences, it is important to consider the roles of music stars

Stars values

Different stars in the music industry have different values.

Here are examples of these values and stars who have them...

Example values of Stars - Youthfulness

Hannah Montana is very popular with young audiences and she often represents youthfulness. Using channels such as Disney with many young viewers.

Example values of Stars - Rebellion

A Band with a rebellious image might be the libertines. They have a very rock and roll image and this shows in their digipack as well. The stars of the libertines are known for being rebellious.

Example values of Stars - Sexual magnetism

Christina Aguilera is a great example of an act with sexual magnetism esepcialy in her album “Dirty” she therefore can also apeal to a male audience.

Example values of Stars -Aggression/anger

Slipknot is a act that is constructed around the image of anger and aggression using this reflects the type of music they produce and the way they act.

How the values are Conveyed

Record labels depend upon different media products like magazines, TV, radio and the internet in order to construct an image and show their values for an act which can be marketed to their target audiences.

Different audiences would be attracted to different acts depending on their values.

Synergistic platforms

Depending on the type of the act the record label will use different platforms to advertise and market, for example; Slipknot may use Kerrang because it is a product that is consumed by the audience that will also relate Slipknot values. It is important to have the platforms used for marketing to be Synergistic with the act values.

Audience connecting to the Act

a 18 year old boy may be a consumer of a slipknot product because they connect with the values or a 14 year old girl to Hannah Montana because of the values and image attached to that act.

Richard Dyer’s paradoxes

Dyer said that an act is incomplete because they are based on two key paradoxes these are:The star must be simultaneously ordinary and extraordinary to the

audience.The star must be simultaneously

present and absent to the audience.

Richard Dyer’s paradoxes

Because the star image is incomplete the audience will keep consuming the product in order to gather more knowledge about the image.

This means that fans continue consuming the star in order to carry on attempting to complete their image.

The act will also influence audiences social values, this is hegemony.