Star Theory

Star Theory

Richard Dyer believes artists are constructed through artificial images such as advertising, films, magazines and music. He claims that consumers prefer artists to convey their true emotions themselves and not be groomed by record labels who try to create a fake image for them. A “real” artist can use this as their unique selling point.  

Richard Dyer also believes that stars are manufactured to make money for their record labels by appealing to their target audience. As a result of this record labels have to market different artists to cater for certain target audiences as there are both ‘niche’ and ‘mainstream’ markets.

Another one of Dyer's beliefs within his Star Theory is that artists become trendsetters in the sense that audience members will imitate hairstyles and artist clothing styles. Artists may have certain religious beliefs and cultural values that audiences may also pick up on if shared by the artists. The internet has meant audiences now have far greater access to the “personal” lives of stars.

The Stars of music video support Hegemony. They are presented as 'real' human beings. Stars support hegemony*/dominant ideology of their time/ generation - glorified versions of 'us‘. They promote leadership or dominance, especially by 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 in capitalist societies.

The music industry creates and promotes artists within clearly defined genre – rock, rap etc.

These genres offer signifiers  relating to race and gender identities.

Deconstructing Britney Spears

Britney raises interesting issues regarding female identity in pop music. Initially, she was viewed as

a role model for the teen girl market. From a gender perspective, Britney's identity is placed securely

within a male dominated industry that manufactures limited stereotypes of femininity.

In her early videos, Britney was surrounded by 'girlie iconography'- such as that of bedroom cultures,

dolls, dressing up with friends, hanging out, applying make-up, the teen pigtails complete the image.

There were often choreographed dance routines to create the desire to be part of 'her gang'.

This can be seen primarily in the video "From the Bottom of my Broken Heart":

"Baby One More Time"

In this video of Britney's there is the idea of the innocence such as the teen schoolgirl in pigtails but there is also the idea of underlying sexuality through the idea of the imagery and in the lyrics. It can be argued that this video is rather exploitative other than empowering.

"I'm not a girl, not yet a woman"

Britney's songs and video narratives express teen girl identity, the concerns and reflections. She is also constructed as a role model in this video. The story of this video explores the tensions of growing up and the journey of childish innocence to the realities of adult life.

"Oops I did it again"

This video can be seen as an argument in the idea of Innocence versus Sexuality. It could be argued that the messages of this video are confused such as the idea of the video supposing to be the idea of an empowering act becomes being exploited such as the choreographed dance scenes in her previous videos have now become exploited thanks to the lyrics of this song. This is also proved further thanks to the idea of Laura Mulvey's idea of "The Male Gaze" and how Britney is sexualised in this video.

"Overprotected"

Throughout this music video Britney's performance is a result of watching a news report on her wearing few clothes. She believed that she is no longer a girl and so therefore should not be told what to wear. She believed that being half-naked was an empowering act. There is a somewhat more confident tone to the choreographed routine. It can be argued that this video is empowering to women but it can also be argued that the video is empowering to women with the idea of little clothing to prove that they can do what they want but it can also be used to argued that this is also exploiting to women too.

"Hold It Against Me"

This video can be seen as a way in which Britney is attempting to reject her 'constructed image' as if she wants to get rid of all the times that she was exploited in her music videos.

When it comes to gender debates, Britney Spears' music videos are that of a polysemic text. Her career has evolved from the idea of 'Teen Princess' with connotations of innocence and girliness to a half naked women who performs for a male audience in FHM and Loaded. Both of her identities are stereotypical visions of femininity as presented in a range of media texts.