Star Theory - Britney Spears

Star Theory: Richard Dyer

Stars as Constructions:

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.
Ed Sheeran is a great modern example for this as he writes his own music and he also creates it using a 'loop pedal' in his own unique way. His image has not been changed due to fame, he has not created a fake image to his audience, which makes him a unique artist.

Industry and audiences:

Richard Dyer also believes that stars are manufactured to make money for their record labels by appealing to target audiences.
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.

Ideology and Culture:

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

Stars support Hegemony:

Often in the industry stars will support hegemony, which is the leadership or dominance, in particular by one state or social group over others. Gramsci is best known for his theory of cultural hegemony. In which describes how states use cultural institutions to maintain power in capitalist societies.
Throughout the music industry the stars are represented as being real human beings, and often mentioning the fact that they had to work really hard for what they had. For example, Drake's 'Started From The Bottom', he claims he had to work very hard to get into the music industry.

Representation in Music Video:

The music industry creates and promotes artists within clearly defined genres. (i.e. rock, rap etc). These genres offer signs, or symbols that send out specific messages, relating to race and gender identities. For example, a bright, colourful, sunny video could be related to the genre of pop.

Deconstructing Britney Spears:

Britney Spears raises interesting issues regarding female identity in pop music. she was initially viewed as a role model for the teen girl market. From a gender perspective, Britney's identity is securely placed within a male-dominated industry that manufactures limited stereotypes of femininity.
Early in her career, Britney's video's were full bedroom culture; the viewer would see dolls, dressing up with friends, hanging out, applying make up, etc. As the audience you would see the 'girlie iconography' within her videos, with the completed look of the teen pigtails. The choreographed dance routines manages to create the desire to be part of her 'gang'.

"Baby One More Time" (1998) 

In 1998, released the video for the super catchy "Baby one more time", which caused a divide in the audience. 'But why?' I here you ask? Well, some argue the video is a raunchy, sex-fueled, piece of media, but others argue it is an innocent, school themed music video. Well believe what you will, but the video can be argued as exploitative and empowering!
Exploitative in a way that sees Britney dressed as a young school girl, but very sexual. We see Britney, as the school girl, asking to be hit one more time, which could hint at underage sex, or possibly pedophilia.
Empowering, in such a way that Britney is a young beautiful woman, who is highlighting to young girls that it takes hard work to achieve your goals.

"Oops I Did It Again" (2000)

In 2000 Britney 'did it again' and caused controversy with "Oops I Did It Again". This video is very much about innocence versus sexuality. In her bright red latex suit, she raunchily dances her way through dance routines, singing about girlie cuteness and relationships. The video highlights the strong difference between the song lyrics and the dance routines and outfits of the video. Laura Mulvey would argue that "Oops I Did It Again" centres the entire video through the male gaze; most obvious when we are looking at Britney Spears performing her routines from the perspective of the Astronaut.

"Hold It Against Me" (2011)

More recently in 2011, Britney released the music video for "Hold It Against Me", which sees Britney almost reject the constructed image of her earlier career. It starts very similar to "Oops I Did It Again" with the space-like theme to it, which could be Britney highlighting that this is the part of her life that was constructed and not the real Britney.