Richard Dyer: Star Theory
Dyer's work on stardom sets out a number of elements by which we can begin to deconstruct and decode our understanding of what a star is. Dyer states stardom can only be fully understood by considering :
- star as an image
- star as a commodity
- star as an ideology
Performers become familiar to audiences and associated with particular roles, they are a commodity used as marketing devices. they appear across promotional materials in other media (EG: magazines, TV)
Audiences identify with stars they are familiar with, relate to some aspect of their image and what it represents - their values and ideology (the star's persona might tie into certain values and beliefs that they hold or aspire to) Surrounding publicity material reinforces these roles while also providing some insight into the 'real' person, therefore forming a strong relationship between star and audience.
Andrew Goodwin
1. Music videos demonstrate genre characteristics (e.g stage performances in metal video, dance routine for girl/boy band)
2. There is a relationship between lyrics & visuals (either illustrative, amplifying or contradicting)
3. There is a relationship between music & visuals (either illustrative, amplifying or contradicting)
4. The demands of the record label will include need for lots of close up shots of the artist & the artist may develop motifs that recur across their work (a visual style)
5. Frequent reference to notion of looking (screens within screens, telescopes etc) and a particularly voyeuristic treatment of the female body.
6. Often intertextual references (to films, TV programmes, other music videos etc)
I will apply these theories to my music video, and use techniques including lots of close ups of the artist, which is a good marketing technique too. There will be a relationship between the music and the visuals, as I plan to edit on the beat, and I will illustrate the lyrics wherever possible.