Richard Dyers theory started off by stating that within the music industry, the relationship between an artist and audience is very important. Because of this, Richard Dyer believed that stars were not real people but where constructed around incoherent images meaning they were incomplete and always changing. Richard Dyer also believed that stars were sold as commodities with meaning to the audience and for this an incoherent image was necessary in order to ensure the audience continue to want to know the artist and stay interested, prolonging their stardom. The most common images stars adopt in order to do this are:
-Youthfulness
-Originality
-Rebellion
-Sexual Magnetism
-Talent
-Creativity
-Success against the odds
Richard Dyer believed that stars depend on a range of subsidiaries within the media, including magazines, radio, and TV to help construct this image which will appeal to their consumers. The star image is based upon two paradoxes. These are: 1) The star must be simultaneously ordinary and extraordinary for the consumer.
2)The star must be simultaneously present and absent for the consumer.
The star I will be applying this theory to (along with Goodwin's theory) is Miley Cyrus. I chose to analyse Miley Cyrus as I have seen her grow up within the media.
Miley at the beginning of her career.
Miley Cyrus started her career at 12 years old, when she appeared as the lead role in the children’s TV show ‘Hannah Montana’. The TV children’s show which aired on Disney channel was about a young girl leading double lives. One part of her life was a famous pop star (Hannah Montana) and the other was the normal life she lived away from the fame at home with her family and friends. The show made Hannah Montana/Miley Cyrus a success and she was a seen as a ‘teen idol’ within the first year of her career. ‘Best of both worlds’ was Miley Cyrus’s first song which was performed by Hannah Montana on stage as the opening song of the show.
The music video is set on stage at one of Hannah Montana’s concerts. The video consists of Hannah Montana performing on stage singing and dancing. The video also includes camera shots of her fans and band members. The music video follows some points of Goodwin’s theory however not all of them. The first point of Goodwin’s theory the music video follows is that the music demonstrates genre characteristics. The genre of ‘Best of both worlds’ is pop-rock and it follows the characteristics of this genre by:
-Repeating song lyrics.
-Dance choreography.
-A band.
-Band instruments.
-Flashing Lights and colours.
-Concert theme.
The music video is set on stage at one of Hannah Montana’s concerts. The video consists of Hannah Montana performing on stage singing and dancing. The video also includes camera shots of her fans and band members. The music video follows some points of Goodwin’s theory however not all of them. The first point of Goodwin’s theory the music video follows is that the music demonstrates genre characteristics. The genre of ‘Best of both worlds’ is pop-rock and it follows the characteristics of this genre by:
-Repeating song lyrics.
-Dance choreography.
-A band.
-Band instruments.
-Flashing Lights and colours.
-Concert theme.
The second and third point of Goodwin’s the music video follows is the relationship between lyrics and visuals and relationship between music and visuals. There is a relationship between lyrics and visuals as Hannah Montana sings about being a stage on star (which is shown in the video) and there is also a relationship between music and visuals as the dance moves are in beat with the music.
The final point of Goodwin’s theory followed in this music video is the demand
of the record label to include many close-ups. There are lots of close-ups the
Hannah Montana star in the music video in order to sell her.
The music video represents Hannah Montana as an innocent young girl who has become a star through her talent having lots of fun on stage performing. She is represented as very popular and loved by all her fans as they are all screaming after her. Her target audience within the music video is 10-14 year olds as the young girl herself is 12 years old.
The messages and values portrayed in this music video are simply that a young girl can pursue her dreams and still live a normal life at the same time. This part of Miley's career instantly demonstrates Richard Dyer’s 2 paradoxes. The star is seen as ordinary because she is living a normal life at home with her family when she is Miley Cyrus, yet she is also simultaneously extraordinary as she is a very famous teen which is rare and most young girls dream. This keeps the young teens consuming Miley Cyrus as a product as they feel they can relate to her being ordinary yet aspire to be her because she is also extraordinary. The second paradox is also demonstrated as Miley is present in the consumer life through her music and TV show however she is also absent as the consumers have no physical presence of her which causes them to consume her as a star so she is in the consumers life through entertainment.
Miley half way through her career.
Just 4 years after Miley Cyrus's career started as Hannah Montana, Miley released rather controversial song. 'Cant be tamed' was released in 2010, a few years before Miley changed to RCA records. The record got up to #8 in the billboard charts and helped the public come to the realisation that she was growing up out of the innocent young girl she was portrayed as in Hannah Montana. 'Cant be tamed' falls under the dance/pop, pop/rock genre. Although Miley still chose to perform the same genre of music however the lyrics along with performance had quite a distinctive change.The music video follows most points of Goodwin's theory.
The first point 'music video demonstrates genre characteristics' is followed as the music video is performance based and there is rehearsed dance choreography within the music video which is a pop genre characteristic. Pop-rock genre characteristics are also followed within the music video as Miley and the other performers are dressed very edgy and there is lots of low key lighting along with dark clothes/hair and make-up within the music video which is common in the rock genre as it is stereotypically seen as being a dark genre. The dance/pop genre is followed mainly within the lyrics as the lyrics are quite catchy and repetitive throughout as Miley sings repeatedly 'I cant be tamed' with a strong emphasis on the beat throughout the song.
The second and third point of Goodwin's theory which is followed is 'there is a relationship between lyrics and visuals' and 'there is a relationship between music and visuals'. The chorus lyrics 'I cant be tamed, I cant be tamed, I cant, cant, I cant, cant be tamed' forms a relationship with the visuals as long shots of Miley show her breaking out of a cage which is symbolising the lyrics and how she cant be tamed and no one can control her not even the cage which may represent the media trying to control her by not letting her flourish from the image she had when she was 12 years old as innocent into the image she is pursuing now.
The record label and Miley Cyrus may have felt the need to show these close ups and sell her in this way as Miley wanted to part from the young teenage target audience and begin to be seen as a more serious artist by targeting an older age group.
The last point which was not followed in 'best of both worlds but is in 'cant be tamed' is ' frequently reference of notion looking, particularly voyeuristic treatment of the female body'. Long shots within the music video show how Miley is dressed along with her dance moves which may be seen as seductive. There is a big change in Miley's costume in contrast to her 'best of both worlds video'. In this video Miley is wearing a black leotard with leather boots reaching just above her knee. Miley is also wearing gloves and lots of feathers around her back combed hair. She is also wearing much more make-up than in the first video I analysed. This image seems to be very seductive and womanly in contrast to her previous image. This shows the audience how Miley might be wanting to target the male audience with her seductive dancing and outfit. As before target audience was mainly teen girls.
The music video represents Miley as a rebellious teen who wants to break free of the image that has previously been created of her as she has grown up. She does not want expectations and limits on her image as she is always changing and no one can stop that. The low key lighting represents Miley's more darker side which isn't associated with her previous image and how she is growing up. Miley is also represented as sexy and promiscuous within the video through her image, dancing and lyrics talking about men. 'Every guy everywhere just gives me attention, like I'm under inspection' shows the new found attentions she received with the new image and how she has matured with it. The image I feel Miley is trying to portray is that she wants to break free from her innocent teen image and be taken more seriously by everyone. Miley feels herself that she is grown and the audience and media should allow her to grow and grow with her because it is going to happen no matter what.
I feel this music video allows Miley to be seen as a product as she is being sold one the meaning that she is growing up. Miley wants to be taken seriously as she is not a little kid any more and make decisions for her self. Fans she had when she was younger have grown up with her and understand the meaning she is trying to portray as they too are growing up and can relate. This makes Miley seem ordinary to the audience as she is going through what once everyone went through (growing up and wanting to be taken seriously along with wanting her won freedom) however she is extra ordinary as what she is going through is on a much larger scale as she is famous and has to deal with fans/media as well as her family. The artist is simultaneously present and absent for the consumers as she is present within the media and being talked about a lot within this part of her career however absent as she cannot be physically present in the consumers life just through media and other media conglomerates.
Miley in her present career.
Miley's recent image change has been even more drastic than her last one. In 2012 Miley received lots of media attention for cutting off her long brown locks and adopting a short blond pixie hair do. Miley commented on her new hair and said "she had never felt more her in her life and it had really changed her life". Following the stars drastic hair change Miley released the song 'We cant stop' on June 2013. The song falls under all 3 genres of pop, rnb and dance. The music video also follows ALL of the points within Goodwin's theory making a stereotypical marketing product for the artist.Miley in her present career.
'Music videos demonstrate genre characteristics' is followed within the 'we cant stop' music video. Although the song comes under 3 different genre each genres is demonstrated to some extent. Conventional characteristics of the genres are demonstrated throughout the music video.
Pop:
-Miley and her friends are portrayed as being happy and content with life.
-Although Miley is wearing revealing clothes they are somewhat fashionable and modern along with the clothes the dancers are wearing.
-The video shows lifestyle which is associated with teens, e.g. partying, having fun with friends, being rebellious.
-The song lyrics and beat being repetitive.
-The setting of party scenes and places associated with having fun e.g. going swimming.
-Bright colours being used in the music video.
Pop:
-Miley and her friends are portrayed as being happy and content with life.
-Although Miley is wearing revealing clothes they are somewhat fashionable and modern along with the clothes the dancers are wearing.
-The video shows lifestyle which is associated with teens, e.g. partying, having fun with friends, being rebellious.
-The song lyrics and beat being repetitive.
-The setting of party scenes and places associated with having fun e.g. going swimming.
-Bright colours being used in the music video.
RnB:
-Minimal clothing and lots of jewellery.
-Bright Colours.
-Few close ups for advertising purposes for example, close up of eos products and beats.
-Brightly coloured make-up worn e.g red lipstick.
-Fast paced shots.
Dance:
-Party scenes, having fun.
-Well Groomed.
-Dancing
-Pools
-Stylish Clothes.
-Fast Editing.
-Minimal clothing and lots of jewellery.
-Bright Colours.
-Few close ups for advertising purposes for example, close up of eos products and beats.
-Brightly coloured make-up worn e.g red lipstick.
-Fast paced shots.
Dance:
-Party scenes, having fun.
-Well Groomed.
-Dancing
-Pools
-Stylish Clothes.
-Fast Editing.
The second and third point link in with each other and are both followed within the music video. 'There is a relationship between lyrics and visuals' as well as 'A relationship between the music and visuals'. A relationship between the lyrics and visuals is demonstrated throughout the video as Miley is singing the lyrics “It’s our party we can do what we want” whilst the camera shows young adults dancing (partying) they also appear to do doing what they like, and being slightly rebellious as they are not under supervision. As this music video appeals to quite a young audience they would know that having a house party is risky as things could get wrecked etc. Also the young adults are shown partying all night until they fall asleep and it is the morning where Miley is the only one awake – “cause we gonna go all night, till we see the sunlight alright”. Lyrics directly match the visuals when Miley is seen dancing with one of her friends “to my home girls here with the big butts, shaking it like we at the strip club”.
There is also a relationship between the music and visuals. We can’t stop is an upbeat song this is portrayed in the editing techniques. The transitions to each shot are quite quick and there are many straight cuts and quick fades. The dancing of Miley and friends also have a relationship with the music as they are dancing in time with the beat.
Within the music video there are lots of close-ups. Goodwin believed this was because of the demands of the records labels to sell the artist. Close ups often give a clear view to the audience of the artist image allowing them to consume Miley as a product. What the audience will see will determine whether they like Miley and her new image or do not.
The music video also follows Goodwin's fifth point within his theory. "There is frequently reference to notion of looking, particularly voyeuristic treatment of the female body". Within the music video the camera is panning up and down Miley's body, it is also seen focusing on perhaps voyeuristic features such as Miley's red lips (which connotes sexiness), legs which are not covered up, bum which is particularly focused on whilst she is dancing and chest. The director is aware that these features connote Miley's sexual appeal and will help her appeal to a wide target audience, as although people may not like the pop genre, her looks will appeal to them.
Unlike Miley Cyrus's previous videos I have analysed, 'We cant stop' also follows Goodwin's last point 'there is often intertexual references'. This basically means what is done to promote certain products within the music video. As soon as the music video starts there is a camera shot showing a product from beats called 'the pill' playing Miley's song. EOS products are also shown within the 'we cant stop' music video. A wide shot shows the product and lets the audience know what it is (EOS - a lip care product) then another mid shot follows of Miley applying the products to her lips. Intertexual references take place for one main reason, to promote the product, audiences watching Miley's new music video may either discover the product from the music video which leads them to buying it or simply feel the need to have the item because Miley Cyrus has it and they are her fans so what she has must be good. However using intertexual references brings reality back into the music video, audiences may get lost in Miley's big stardom and feel she is in an entire difference world however intertexual references show that Miley is somewhat the same as the audience as she uses everyday items like the average person, e.g. speakers, lip balm.
Miley most recent music video represents her new image. Her new image suggests that she is finally found an image she loves and wants to be part of as she is now an adult and knows what she wants, this is portrayed through her new found confidence and how happy she looks within the music video. Although Miley has gotten much older since she first begun he career as Hannah Montana she still comes across as youthful as she is partying with her friends and doing whatever she wants 'doing whatever we want, this is our house, this is our song'. Miley also comes across as very original and creative as there are lots of random iconography within her music video such as dancing bears, a skull made out of chips ect. Her hair and way she is dressed also portrays her as being original as she has her own style in the video however it also portrays her as embracing her sexual magnetism as she is not wearing many clothes and also acting seductively. Her seductive actions such as touching her body also portray her as very womanly and I feel that because of her confidence along with her age she will get taken more seriously like she has always wanted to.
This music video also allows Miley's image to follow Dyers theory. Her image can be seen as a product as it adopt the meaning that she is reinvented herself and nobody can stop her because she is finally who she wants to be. Many people may buy this meaning as they could feel empowered by how she has reinvented herself with all the pressures that she has being famous. Leading them to feel like they want to do the same there for buying on the meaning of her image. Her image also allows her to be simultaneously ordinary and extra ordinary to the consumers, she is ordinary because she has had a fresh start which many ordinary people may feel they need in their life and she is extra ordinary because her fresh start is so much more drastic and publicised that a ordinary persons fresh start would be. Miley is also simultaneously present and absent as she is present within the media as she is getting a lot of media attention from her new image however she is only in reach for the consumer to buy through media as she is famous and cant be present in the consumer life.
Overall I feel that over the years of Miley's career she has been a prime example of Dyers star theory as her image has been incoherent (always changing), she has portrayed many of the common values Dyer felt a star would have which I earlier listed, and also she has been a commodity as over the years her fans have grew up with her and bought her on the meaning which they can understand and relate to.
There is also a relationship between the music and visuals. We can’t stop is an upbeat song this is portrayed in the editing techniques. The transitions to each shot are quite quick and there are many straight cuts and quick fades. The dancing of Miley and friends also have a relationship with the music as they are dancing in time with the beat.
Within the music video there are lots of close-ups. Goodwin believed this was because of the demands of the records labels to sell the artist. Close ups often give a clear view to the audience of the artist image allowing them to consume Miley as a product. What the audience will see will determine whether they like Miley and her new image or do not.
The music video also follows Goodwin's fifth point within his theory. "There is frequently reference to notion of looking, particularly voyeuristic treatment of the female body". Within the music video the camera is panning up and down Miley's body, it is also seen focusing on perhaps voyeuristic features such as Miley's red lips (which connotes sexiness), legs which are not covered up, bum which is particularly focused on whilst she is dancing and chest. The director is aware that these features connote Miley's sexual appeal and will help her appeal to a wide target audience, as although people may not like the pop genre, her looks will appeal to them.
Unlike Miley Cyrus's previous videos I have analysed, 'We cant stop' also follows Goodwin's last point 'there is often intertexual references'. This basically means what is done to promote certain products within the music video. As soon as the music video starts there is a camera shot showing a product from beats called 'the pill' playing Miley's song. EOS products are also shown within the 'we cant stop' music video. A wide shot shows the product and lets the audience know what it is (EOS - a lip care product) then another mid shot follows of Miley applying the products to her lips. Intertexual references take place for one main reason, to promote the product, audiences watching Miley's new music video may either discover the product from the music video which leads them to buying it or simply feel the need to have the item because Miley Cyrus has it and they are her fans so what she has must be good. However using intertexual references brings reality back into the music video, audiences may get lost in Miley's big stardom and feel she is in an entire difference world however intertexual references show that Miley is somewhat the same as the audience as she uses everyday items like the average person, e.g. speakers, lip balm.
Miley most recent music video represents her new image. Her new image suggests that she is finally found an image she loves and wants to be part of as she is now an adult and knows what she wants, this is portrayed through her new found confidence and how happy she looks within the music video. Although Miley has gotten much older since she first begun he career as Hannah Montana she still comes across as youthful as she is partying with her friends and doing whatever she wants 'doing whatever we want, this is our house, this is our song'. Miley also comes across as very original and creative as there are lots of random iconography within her music video such as dancing bears, a skull made out of chips ect. Her hair and way she is dressed also portrays her as being original as she has her own style in the video however it also portrays her as embracing her sexual magnetism as she is not wearing many clothes and also acting seductively. Her seductive actions such as touching her body also portray her as very womanly and I feel that because of her confidence along with her age she will get taken more seriously like she has always wanted to.
This music video also allows Miley's image to follow Dyers theory. Her image can be seen as a product as it adopt the meaning that she is reinvented herself and nobody can stop her because she is finally who she wants to be. Many people may buy this meaning as they could feel empowered by how she has reinvented herself with all the pressures that she has being famous. Leading them to feel like they want to do the same there for buying on the meaning of her image. Her image also allows her to be simultaneously ordinary and extra ordinary to the consumers, she is ordinary because she has had a fresh start which many ordinary people may feel they need in their life and she is extra ordinary because her fresh start is so much more drastic and publicised that a ordinary persons fresh start would be. Miley is also simultaneously present and absent as she is present within the media as she is getting a lot of media attention from her new image however she is only in reach for the consumer to buy through media as she is famous and cant be present in the consumer life.
Overall I feel that over the years of Miley's career she has been a prime example of Dyers star theory as her image has been incoherent (always changing), she has portrayed many of the common values Dyer felt a star would have which I earlier listed, and also she has been a commodity as over the years her fans have grew up with her and bought her on the meaning which they can understand and relate to.
This post demonstrates a good understanding of why a music artist has changed and developed over the years. You have focused on one music artist well and have referred to some excellent examples from the videos, to support the points that you have made on the artist representation, clothing, target audience and Goodwin's theory. However, you also need to include still images to support the points that you have made.
ReplyDeleteYou have also made a start in referencing Dyer's star theory, but aim to support the points that you have made, by referring back to the theory points in more detail.