Star Theory Britney

Star Theory

Richard Dyer

Dyer believes that 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 of them. A 'real' artist can use this as their unique selling point. He also believes that stars are manufactured to make money for their record labels by appealing to a 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. Dyer claims certain 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 on if shared by the artist. The internet has meant audiences now have far greater access to the 'personal' lives of stars. 

Hegemony

Stars support hegemony (dominant ideology of their time or generation).
Gramsci is best known for his theory of cultural hegemony, which describes how states use cultural institutions to maintain power in capitalist societies.



For example,

The music industry creates and promotes artists within clearly defined genres eg. rock, rap etc.
These genres often signify race and gender identities.

Britney Spears

Britney raises interesting issues regarding female identity in pop music. Initially 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’ – bedroom culture, dolls, dressing up with friends, hanging out, applying make-up.

Teen pigtails complete the image!

Choreographed dance routines create the desire to be part of ‘her gang’.

'Baby one more time" (1998)

in opposition to this innocence of a school girl is an underlying sexuality that Britney portrays in this video. This video is very exploitative, as her outfit in this video is very revealing and the lyrics compliment this, as they have hidden sexual innuendos. To her younger fans, this may just be a representation of school, and how they should be. This can been seen as empowering for people out of context, but this could be quite demeaning to Britney as an artist herself. 



"From The Bottom Of My Broken Heart"

This video could be showing Britney growing up, which gives something for younger girls to look up to. Britney faces troubles like many of her fans do, this increases her likeability and resonance with her fans. 

Innocence versus Sexuality is a key topic when Britney Spears is discussed. As much as Britney wished to relate to her younger audience, the progression of her construction as a "star" means that she has actually alienated herself from them with her sexuality as her main image. This confused younger fans and pushed them away in favour of an older demographic. This exploits Britney as an object, but also her viewing audience.

 “Oops I did it Again” (2000), is an example of the move away from stereotypical teen femininity.




Britney's later career drew controversy into her songs, after public breakdowns and abuse of the Paparazzi. Songs such as "Overprotected" and "I wanna go" satirise the media and paparazzi, with them either hounding Britney or asking her offensive and ridiculous questions such as "Is it true you banned sweets, laughter and happiness from your tour?". Britney responds with both aggression and just as improbable answers to these questions. This new construction make people sympathise for her as an artist, as it can make us try and see the world of being an artist from her perspective.







Britney Spears's videos can often be seen to have multiple meanings. This follows her throughout the career. From teenage icon to a more sexually expressive adult artist. Both identities are stereotypical visions of femininity as presented in a range of media texts. She may be seen as a victim of "The male gaze" as penned by Laura Mulvey. In this, Spears is made an object of male erotic desire, and this is her function as an artist. Her over-sexualisation is a part of this, as the camera views her as society would. As a result of this, Britney's whole image is seen as an invention of male control and thus exploitative of both the artist and the viewing fans.