Research: Censorship

Censorship

Introduction: What is music censorship? discuss the impact on the audience and safety 

Music censorship is the restriction of free access to music which may be considered as harmful or inappropriate for the audience. This decision is determined by the music industry, and may be a result of controversy or negative criticism from critics and viewers. Music censorship may be motivated by various reasons, which include, moral, political, military or religious reasons that can be perceived as negatively influencing or impacting the audience. Furthermore, the release of an inappropriate music video that could be portrayed as harming the audience due to it's unsuitable content and/or lyrics is likely to be censored, preventing the any audiences that may be under the age of of the target audience of that specific music video, from any further harm. Censorship is usually associated with certain genres, namely Rap and Hip Hop as Rap tends to be associated with repetitive bad language and Hip Hop with nudity and language. Moreover, certain artists tend to portray explicit content more than others, including Trey Songz, The Weeknd and Chris Brown etc. These particular artists are popular for their controversial, explicit content which consists of nudity and bad language in most of their music videos. Music censorship tends to have a negative impact on the audience as they may be disappointed and angry due to their lack of freedom after being prevented from watching what they feel they should be entitled to watch, they may feel as if they are being controlled by those with authority over the music industry. However, although music censorship may have a negative impact on a large audience, it is a source of protection and keeps the audience safe from explicit or inappropriate content and lyrics that they could be offended or affected by. 

What is the difference between explicit content and explicit lyrics? 

Explicit content is anything that a music video contains that is inappropriate and not suitable for viewers under the age of 18. Explicit content is likely to be evident within the narrative of a music video, through the representation of situations and characters. Factors include, nudity, sexual content, grahic representation and realism etc, which are all factors that lead to a music video getting censored. Many music videos have been censored over the years due to their explicit content which has been viewed as unsuitable for the audience. For example, Robbie William's music video 'Rock DJ' was banned for its explicit content as it involved the artist removing his clothing and then his skin, revealing his flesh. This obscene material is inappropriate for vulnerable audiences including young children and squeamish people who are likely to be horrified with the content, and was therefore censored. Maroon 5's 'This Love' music video was also censored due to it's explicit content which involved a couple naked and having sexual intercourse, therefore, due to the nudity and sexual content it was perceived as unsuitable and restricted from being viewed by all audiences. The parental advisory logo is used on CD covers to warn the audience that the songs on the CD contain the content. By advising the audience, it protects them and allows them to make their own decisions, also protecting young audiences under 18 by preventing them from having freedom to purchase CD's that contain explicit content. 

Explicit lyrics are the words in a song that may be deemed as inappropriate due to them being bad language or sexual which is unsuitable for individuals under the age of 18. As a result of explicit lyrics, they tend to be censored by being cut out of songs using different methods. However, if the entire song contains explicit lyrics then it is likely that the song will be banned altogether rather than cut. Many artists use explicit lyrics within their songs, particularly rap artists. For example, Eminem's song 'Guilty Conscience' contains repetitive language that is unsuitable for a young audience and  is therefore blanked out of the song to make the song suitable to play for the audience. The parental advisory logo is used on the back of CD covers to warn the audience about the explicit lyrics songs contain giving the audience the responsibility of deciding whether they want to buy the CD or not. This logo also protects young audiences under the age of 18, preventing them from buying content that contain explicit lyrics. 

What things get censored? 

The things that get censored are very particular, there are 14 things that are likely to get censored, these include: 

• Nudity
• Language
• Sexual content 
• Violence
• Religion 
• Graphic representation and realism
• Class
• Culture
• Race
• Sexual violence
• Shock 
• True events
• Corrupt the young 
• Controversy and the press (politics) 
  

Particular songs have been censored as a result of them including one or more of the above things within them. Songs that have been censored include: 

• “Greased Lightning,” John Travolta (1978)-  Censored due to containing features of crude content.

• “Paper Planes,” M.I.A. (August, 2007)- Censored for including Gun shot sounds which were heard in the background.

• “Rolling in the Deep,” Adele (November 29, 2010)- Censored for language. 

• “Blurred Lines,” Robin Thicke (March 26, 2013)- Censored for nudity throughout.

• “Like a Prayer,” Madonna (March 3, 1989)- Censored for mocking religion and including blasphemous imagery.

Lyrics and radio censorship 

Songs that are played on the radio must be suitable for all audiences, therefore, any inappropriate lyrics must be censored in order for the song to be played on the radio. There are various ways in which lyrics are censored on the radio, these include: 

Chris Brown - Loyal ft. Lil-Wayne, Tyga

• Blanking- The entire word is not heard but the music is still heard. For example, in Drakes song '0 to 100', inappropriate language has been banned and therefore it is blanked out. 

• Repeating- This is having the last word said twice instead of the censored word.

• Disc Scratching- Using a scratching sound of a DJ to cover the word. This is evident in Chris Brown's music video 'Loyal' as the bad language is replaced by a scratching sound to make the song suitable to play on the radio. 
  
  
• Bleeping- Putting a bleep sound over the word.

Advantages: 

• It prevents the public display of any disrespect to any particular individual or community. 
• Protects vulnerable audiences such as young, innocent children
• Promotes political correctness.
• It shields the morals of society.
• Restrains vulgarity and obscenity.
• The abundance of violence in music videos is restricted by it.

Disadvantages: 

• Freedom of speech is compromised 
• Censorship in music and music videos may compromise their entertainment value
• It is used as a way of controlling people
• It has no place in a democratic nation 
• Individuals have  different tastes
• People have a right to hear
• Governements should not control people. It should be the other way round
• It stifles the opposition, broadcasting only a particular point of view
• It may be used to block legitimate criticism
• Creativity is restricted
• Prevents ideas from flowing freely

In my opinion although both sides of the argument are strong, and though I believe that censorship is  a method used to control people, preventing creativity and allowing people to experience the full value of entertainment, I do believe that music censorship is safe as it protects vulnerable audiences such as small children and squeamish people. By censoring inappropriate music/ music video that contain explicit/ dangerous content, promotes political correctness and protects the public from disrespect and harm. Therefore, censorship can be perceived as source of protection for the public. 

Conclusion: 

Censorship is extremely important as it protects the audience from inappropriate and explicit content and lyrics which is essential  to take into consideration when creating a song and/or a music video. If censorship is not taken into consideration, it could lead to a music video being banned or cut as a result in order to make the music video suitable for all viewers. I intend on making the genre of my music video R&B, therefore, I need to take language and content into consideration as R&B tends to include this. Therefore I will ensure that I do not include bad language, except mild language and explicit content such as sexual content, nudity and violence. When planning my music video, I need to think about my audiences safety as I am aware that I should not put my audience into danger or make them fearful. Therefore, I will think about my audiences safety, as this is the most significant factor that determines the success of a music video. If my music video does include mild language or mild explicit content I will ensure I warn my audience by including the explicit advisory logo.

Research: Audiences

Audiences

What are audiences? why is it important to know about audiences? 

Audiences are particular individuals or a group of individuals who read or consume media, such as radio, TV, books, newspapers, magazines ect. Therefore, audiences include, radio listeners, newspaper and magazine readers, and television viewers. It is important to know about audiences as without them there would be no media, in order for media to make a profit, they need an audience, and without an audience there would be no profit, therefore, audiences are important to attract and it is important to keep them interested, so they can continue to buy and engage with the media. Knowing about audiences interests and expectations also allows the media to take these into consideration and to adapt media according to these interests and expectations. By meeting the audiences expectations, they will stay satisfied and continue to stay engaged. 

 

How might some audiences be categorised? 

Audiences tend to be categorised according to various factors which may include gender, age, social class, income, status, interests and hobbies, ect. Audiences must be categorised as each individual has different tastes, and it is incredibly difficult to differentiate between a mass audience, therefore, by categorising it makes it easier to target particular audiences, and meet their expectations. For example, when creating a music video, an artist must target their video according to their fans, identifying the similarities the fans all have, so the artist can make material that is conventional and satisfies their fan base. Justin Bieber for example, is aware that his fans are young females, and therefore, this is his audience category, so he must make music videos that appeals to young females, allowing them to relate to the video and gain entertainment from it. 

Audience categories 

Audience categories are divided according to an individuals income, which determines their social status in society building an hierarchy with the upper middle class individuals who have the best jobs in society at the top of the hierarchy, while the casual/ lowest grade workers which consists of individuals who have no job and depend on the welfare at the bottom of the hierarchy. This therefore suggests that the individuals in the same categories have similarities and have the same interests, although this is not completely relevant and true. 

Advantages and disadvantages of categorising audiences

There are particular advantages and disadvanatages of categorising audiences. 

Advantages:

• By categorising an audience, it makes it easier to target an audience.
• It allows you to have an idea of what people are interested in.
• Allows you to make specific changes.
• You can identify what sort of products your audience can afford to buy based on how much money they have to spend. 
• You can use the information to encourage companies to advertise your radio station.

Disadvantages:

• Categorising audiences does not consider that people are different. For example, if two individuals have the same job, it does not necessarily mean that they enjoy the same hobbies, as there are other factors that influence this. 
• It does not consider peoples interests, only their income and status
• Assumptious 

In my opinion, despite the disadvantages, categorising an audience is beneficial as it allows you to identify your target audience and to make a product in relation to this particular audiences needs and expectations. Without categorising an audience, it would be difficult to make a product that would satisfy a mass audience, as it is 'hard to please everybody' due to different tastes and interests people have. 

Different genres have different audiences...

• Pop- Females, aged 15-25, no particular ethnicity, working class backgrounds (unemployed, students, semi-skilled workers and skilled workers) 

• Rock- Males, aged 28-50, White ethnic background, working class background (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• Hip Hop- Males, aged 18-25, working class background (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• R&B- Females, aged 18-25, working class background (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• Reggae- Males, aged 30-60, black ethnic background, working class backgrounds  (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• Country-Females, aged 25-35, working class background (unemployed, semi-skilled workers, unskilled manual workers and skilled workers) 

• Classical- Females, aged 45+, white ethnic background, middle- upper class background (middle management jobs and top management jobs)

Audience reactions 

Audience reactions links to the ways in which an audience, consumes and reacts to media. Their different responses are highlighted below: 

Although each reaction holds significance the most important reactions include: Audience engagement, audience expectation and audience identification, and these are linked to Goodwin's, Hebdige's and Dyer's theory. 

In relation to Hebdige, Dyer and Goodwin 

• Audience Engagement- This is linked to Hebdige's theory as it highlights that different people react in different ways to the same text, and describes how an audience interacts with a media text. Hebdige similarly states that subcultures exist within society which suggests that everyone in society is different and therefore have different views and reactions. He also suggests that companies attempt to assimilate this resistance attempting to provide products which these subcultures are more likely to consume resulting in the audience deciding whether to accept these products or to resit them. This proves that the audience have the power to interact with the media in the way they want without the influence of other institutions. 

• Audience Expectations- This is linked to Goodwin's theory as they similarly suggest that the audience have expectations regarding the artist and conventions they expect to see from different genres. Goodwin also identifies the features that he believes are evident in most mainstream music videos, which includes, genre characteristics, star image motifs, intertextual references etc. These features are all conventional to music videos are should be used to meet the audiences expectations. 

• Audience Identification- This is linked to Dyer's theory as it highlights how an audience relates to an artist. Dyer also states that an artist is constructed to look the part, and must be ordinary in order for the audience to relate to them as well as extraordinary so the audience can view them as an iconic figure. 
  

Conclusion: How has this info helped you develop your ideas for your own media products. Who will be your audience and why?

This research has encouraged my decisions regarding the audience I intend on targeting. I am aware that audience reactions evoke audience engagement, audience expectations, and audience identification which is important, therefore, I must target the correct audience. I intend on making the genre of my song R&B, therefore, according to audience categories, my target audience are generally likely to be individuals from working class backgrounds, females and aged 18-25, including people who are unemployed, semi-skilled workers, unskilled manual workers and skilled workers. Therefore, when creating my music video I will ensure that I include features that appeals to this target audience. I will find similarities that the audience all encounter to make my music video appealing to this specific audience.

Research: Hebdige's Subcultures

Subcultures

Introduction - What are subcultures?

Subcultures are what separates you from others. There are distinctive norms and values shared by a group of people within society, these norms and values mainly differ from the mainstream group. These differences are also associated with specific type of behaviour, interests, beliefs, religion, ethnicity and social or economic status. Some example of subcultures can include, cosplayers who dress like anime and superhero characters, punks that are usually associated with dark studed clothing and spikey hair, ulzzangs who are cute and preppy with large eyes like dolls, skaters who are associated with caps, bright clothes and skateboards, hippies, goths, LGBT referring to the gat community which stands for lesbian, gay, bisexual and transgenders. These are just a few various subcultures that develop in society over the years and continue to exist

How are they evident in the music industry?

Subcultures can be seen evidently in the music industry as certain music genres may appeal to a particular subculture. For example, rock, pop, hip pop, reggae, etc all have particular target audiences which are likely to be a subculture that exists within a society. In the 1950's subcultures had been based around gang culture (sometimes is nowadays) and 'greasers' emerged which led to many individuals going against the collective conscience of society and rebelling. This subcultures preferred to listen to unconventional music, namely rock and roll. The pop and hip pop have also created a generic image for themselves, with a rude boy, white giants rap fans subculture. However, particular subcultures have resisted certain types of music genres. In addition, certain brands in particular tend to be from a subculture which is evident through their images, which includes their outfits, hair, makeup, etc. Their image tends to give the audience an idea of their genre of music, and the audience can identify if they can relate or associate themselves with the particular artist/band. Audiences of sub-cultures are able to form their own identities through morals and values and their own physical appearance which creates a sub-culture. Moreover, the heavy metal band 'slip knot' have created and conformed to their own norms and values which also have hugely influenced their audiences that also encourage them to follow them in the similar way. This goes against societal, mainstream norms which encourage them to dress and even behave differently suggesting that they are proud of who they are and their beliefs, not afraid in expressing themselves.

Example of subcultures of music include:

• Ledzepelin
• ACDC
• Sex pistols
• The Darkness
• Pink Floyd
• The Dash
• Green Day
• Red hot chilli peppers

These are the bands that are all have their own subculture as each band member is more likely to hold some of the same norms and values and their tagrte audience is very selective and tend to have similar norms and values as the artist.

What did McCraken say?

McCracken claimed that the postmodern world is full of diversity, dynamism and creativity. McCrackeen looks and array of value and ideologies which he says that all subcultures come from one culture. This is quite similar to the Birmingham School that also argues that all subcultures come from one main culture which is the react which is the reaction and rejection to mainstream culture. These individuals reject the values of the mainstream and therefore rebel, forming their own subcultures and abiding by their own values. 

What did Hebdige say? 

Although some people believe that subcultures are different, deep down they are the same. Subcultures are little cultures as they are all doing the same thing of resistance. He claims that consumption is an active process in which different groups and audiences read into the same cultural product. Many groups resist against the mainstream. People can resist mainstream culture and will resist it becoming a 'subculture'. 

Subculture music began post war in the 50's and 60's. There was social cohesion at this time, where everyone had the diversity to do what they wanted, they were even more active with their choices. Even though we may all be from the same social background it does not mean we are all part of a mass culture. 

Subcultures and historical times in relation to music

Many argue that cultural music taste depended on the historical time and structure of social, economic and political change. 

 

• 1950's- Rock 'n' rollers, Beatniks and Teddy boys

• 1960's- Surfers, Rudeboys, Mods, Hippies, Bikers

• 1970's- Skinheads, soul boys, rastas, glam rockers, funksters and punks

• 1980's- heavy metal, hip-hop, casual, goth, rave and clubber styles.

• 1990's and beyond- distinctive blends of fashion and music have become a defining feature of the cultural landscape which depends on 'what's cool and what social group you fit into" 

How does the industry now target audiences? 

The industry targets audiences through the use of singing competitions such as X Factor, and by identifying gaps in the market. Singing competitions change the lives of potential stars making the famous and popular within the music industry. These shows prove that stars are still constructed to fit in, in the music industry as their image is adapted to meet the audiences expectations making them likeable and attractive to the target audience. By identifying gaps in the market, the industry is trying to cater for and appeal to all audiences by having a variety of artists from different genres. These methods are used to engage the target audience and keep the interested, preventing them from losing interest. 

Current day in relation to Hebdige?

Consuming music is a process that differs from person to person which is clearly evident in today's society. Social background can lead to different readings of the same song. People are not part of one mass culture, they can all like one thing but for different reasons. This suggests that subcultures have different tastes in music due to their social background etc. Although this is still true, it is clearly starting to change. 

Current day in relation to Dyer's theory ?

Stars represent shared cultural values and attitudes and will promote a certain ideology. Fans who agree with the set of values will support the star. Fans will imitate stars in an aspirational effort to get closer to the glamorous, fantasy lifestyle they appear to have. Though Dyer was applying  his theory to movie stars, it can also be applied to pop stars, who have a faster rise to stardom. Sub-cultures are likely to go against Dyer's theory and his views, as he claims that their are for key elements to recognising a star including 'stars being portrayed as constructions', which ignored by subcultural artists/bands who present themselves as unique and differing from the mainstream in the way they look, therefore they do not abide by this rule that they must look appealing within the music industry to be liked by a mainstream audience. Instead they have the attitude that it is acceptable to look different and differ from the norms. Similarly, they also ignore that stars must have 'character and personality' and support hegemony, instead sub-cultures promote that going against hegemony is not a unacceptable. However, sub-cultures do agree with Dyer's element that a star should promote their 'ideologies and culture' as they try to promote their values and ideologies to their audiences as they feel it is important in order to form a song relationship with their audience, and they way in which they can do this through their music and social media. It is argued as to whether or not sub-cultures can be considered as stars. I believe that subcultural artists/bands can be considered stars as they are just like mainstream artists, despite looking different and having differing ideologies, for example, subcultural artists/bands such as 'Oasis', 'Foo Fighters', 'Ben Haenow' and 'ACDC' are all successful and identified as well established stars by a mass audience despite singing alternative genres or music and being recognised as sub-cultures. 

Who are you targeting your music video towards?

Through my research I have learnt that music videos can be targeted at specific subcultures, according to the genre of the song and the representation of the artists. For example, a song from the rock genre, supported by the artist wearing vests and using guitars is likely to appeal to rockers. I agree with Hebdige that subcultures exist as individuals have different tastes of music according to their lifestyles, hobbies, social backgrounds etc. All these factors determine an individuals likes and their interpretations. As a result, I intend on targeting my music video to a mass audience through the various themes I use, and the broad representation of the artist. I will ensure that I do not use costumes, iconography or a song that is targeted at one specific subculture as this is likely to limit my target audience, and limit the amount of views my music videos receive. However, I am aware that my music video will not appeal to certain subcultures due to them having their own values and enjoying specific genres of music. Therefore, I know my music video will not be viewed by the majority, although I will ensure I try to make it appeal to a large amount of people.

Research: Popular Theory

Popular Music Theory

Introduction:

There have been popular music theories created by popular theorists that are particularly important
when learning about he music industry as this type of research will give the audience an insight on why particular decisions or characteristics associated with music videos are made. Theorists are also have great understanding and knowledge  about the topic they researched and theorised therefore, their theory is likely to be useful and effective. In this post, I will be drawing upon the popular culture theory, Antonio Gramsci's hegemony theory, the Frankfurt school, Theodor Adorno's theory, The Birmingham School and Dick Hebidge's theory. Each and every one of these theories has a unique understanding although some theorists have similar opinions in regards of popular culture and some may disagree. Each of these theorists clarifies how the music industry is perceived in their perspectives as they identify the division in class and how this has impacted society on a whole.

• Popular culture: Popular culture is a theory in which explains the ideas and attitudes of the mainstream culture in society which has a huge influence upon the audience. Popular culture became mainstream in the mid 1980's and is said to be dominantly followed by the working class through media such as music, arts, films and even fashions which are all the platforms of popular culture in todays society. On the other hand, middle class individuals in society follow 'true art; and look down on this. The music industry is linked to how the media promotes artists and their songs in certain ways. For example, Michael Jackson was regarded as one of the highest in the music industry and was earned his title of the 'King of Pop' in the media. Despite his death and the popularity of other artists nowadays, the title still remains. This is evident that popular culture exists in society and within the music industry.

• Theodor Adorno: Adorno was a German sociologist and was known for his critical thinking of society. He argued that popular culture refers to the standardised production in which is used to manipulate mass society into passivity. Moreover, also claiming that pseudo individualisation is present in the media. For example, chart singles always include the same mainstream artists with similar songs that have similar themes to it from the same genre such as dance, soul, pop, R&B etc in the top 10. As a result, niche artists and genres are being excluded from this list such as rock, classical, alternative etc from being listened to by a mainstream audience. The distinction in society Adorno explained is between 'true art' and 'popular culture'. He says that 'true art' is at the top of the hierarchy and includes music from niche genres like classical, opera and jazz which involves activities such as attending galleries and museums. This 'true art' is associated with bourgeoisie which are the social class who's traditions are most appreciated in contrast with popular culture which is associated with the masses who 'do not understand what true art is' because of the forms of entertainment they cannot access. This can occur as a result of the media's power in influencing a mass audiences in the way they portray music and other types of entertainment. This further allows the to think and adapt to the popular culture.

• Frankfurt School: The Frankfurt school refers to a group of German American theorists who analysed the changes in Western capitalist societies that had occur since the classical theory of Marx.They proposed the Effects model which saw society to be composed of isolated individuals who were gullible to media messages, and visualised the media as a hypodermic syringe, suggesting that the contents of the media were injected into the thoughts of the audience, who accepted these attitudes, opinions and beliefs without questioning it, also highlighting the audience as purely passive. This was due to technology not being as developed as today. The media in general was also heavily controlled by social elites back then so people had no platform or no choice at all to argue with the system in place. Prominent Frankfurt school theorists included, Max Horkheimer, Theodor Adorno and Herbert Marcuse. Horkheimer and Adorno focused on Hollywood as an example of conflict theory being used to enlighten and emancipate people. Hollywood produced a huge chunk of profit by distributing an endless stream of films, all with the aim to appeal to similar audiences, ensuring the viewer does not have to exert any mental energy to understand the film. The differences that came up in those films were put down to pseudo-individualism to hide the fact that the style of form of these films were identical to each other. Studios spend very large amounts of money promoting bigger and better films with a new brand and a new star with an underlying structural uniformity which the audience are not aware of.

• Antonio Gramsci: Antonio Gramsci was an Italian neo-Marxist theorist and politician who used the term hegemony to denote the predominance of one social class over another. These dominant ideologies can be considered hegemonic due to the power in society and the way it is maintained by constructing ideologies which tend to be promoted by the mass media. For example, the media is more likely to control what is broadcasted to viewers, they are also able to control what shows are censored and what shows are banded and as a result, many musicians self publish their own work including music and videos on sites that are widely accessible to everyone avoiding the media. From this, it allows the artist to have so much more control over their own content and how they want the audience to perceive it.

• Birmingham School: Stuart Hall was a cultural theorist and sociologist who attended the Birmingham school where he theorised issues regarding hegemony and the cultural studies of it. His theory included encoding and decoding:

1. Encoding - The process by which a text is constructed by its producers.
2. Decoding - The way in which an audience reads, understands and interprets a text, spectators will decode the text in a different way.

This is based on how they may interpret music for an active audience, they believe that producers which are the bourgeoisie encode messages within their music which is evidently shown in the repetition in the music and lyrics. However working class audiences may interpret the message differently.

• Dick Hebdige: Hebdige's focused on subcultures in which are significant to the media industry as he argued that the consumption is an active process with differences in audiences social and ideological construction leading to different readings of the same cultural products. He also argued that the audience have a choice whether top resist the power of large companies by finding alternative products to consume which can lead to the audience recognising themselves as different and unique individuals rather than follow the crowd of mainstream viewers.  Certain artists may also display subcultural values, usually through niche genre music which appeals to a subcultural audience. For example, Fall Out Boy are a rock band but most of their music is, pop rock, punk and emo pop. Therefore they appeal to the rock culture as well as the subcultures surrounding it.

Conclusion

Overall, each theory holds significance as they each individually have different view points that all refer to the popular culture theory which all develop from the Marxist theory. They all clarify the division in society and in the music industry as well as th working class being portrayed as being 'too ignorant' as we absorb the information that we are fed by the media and unknowingly follow the popular culture. Whereas, the middle class citizens are portrayed as intelligent as they believe in 'true art' which is predominantly influenced by their upbringing and their hobbies which massively differ from a working class person.

Research: Dyer's 'Star Theory'

Dyer's Star Theory

Introduction: What is Star Theory?

Star theory is a set of meanings that have been constructed around singers in order to sell their music to a mainstream audience. It mainly focuses only on mainstream audiences which means a more loyal fan base equals more money made. Star theory differs from the star image theory as it only applies to pop stars and suggests that the star is not a real person as they are constructed by institutions for financial gain and audience appeal. The stars are constructed through a range of media platforms such as magazines and advertising etc.

Who is Richard Dyer? and What does he say?

"A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (e.g advertising, magazines etc as well as films [music])" - Dyer, 1979

Richard Dyer was a British theorist who constructed the idea of 'Star theory'. He believes that celebrities are constructed by institutions for financial reasons to target their specific audience.

What is the difference between a performer and a pop star?

• Performer: A performer may be talented that simply performs songs but not might not be necessarily famous. The term performer and pop star are closely linked however have their distinction that separates the two. A performer are more likely to be promoted to this status by their management to increase the likelihood of fame and the size of their fan base. For example, Josh Kumra that is an artist who is considered to be more of a performer than pop star despite having number 1 in the UK charts, he focuses on performing at smaller venues such as the 02 Academy Brixton and Hotels. He targets a niche audience rather than a large mainstream audience which means he might not be easily recognisable worldwide. 

• Pop Star: The name Beyonce should be very recognisable to everyone, becoming a brand through the use of synergy, promoting her other exciting products such as her perfumes, calenders, adverts etc. A pop star is different to a performer because unlike their niche audience, pop stars are generally specifically constructed go the audiences liking to sell their music more. The talent show 'X-Factor' promotes performers who have potential in becoming a pop stars that the audience like such as the bands 'Little Mix' and 'One Direction' have been created by X-Factor. They started off as performers and then after their success on the show they became globally known to a mainstream audience and a massive fan base.

Dyer has identified 4 key elements to recognising a star:

• Star theory - Stars are seen as constructions: Star theory argues that stars are constructed as artificial images keeping the audience happy by what they want to specifically want to see, it helps if their image contains a unique selling point. Stars such as pop stars have a massive advantage over film stars in that their constructed image may be more consistent than theirs over a period of time. Moreover, a film star is more dependent on the creative input of others such as screenwriters who write stories and lines for them to act out and once that is done, film stars may have to audition for the roles. Stars must be consistent with their fans or else fans will loose interest for example, pop star Britney Spears was extremely slim in her first years of fame but gradually gained noticeable weight which changed her image drastically. This resulted in criticisms from mainstream audiences and even from some of her fans calling her 'less attractive' and 'fat'. As a result, this made her change immediately to maintain her image and construction. However, the construction process is not fully clear and understood. Record companies think they know about it but witness the number of failures on their books. TV programmes show the audience on how an ordinary individual is groomed, style and coached in a specific way to fulfil a set of record company and market expectations to ensure their product (the individual) sells. This is not true stardom which must happen through a combination of other factors.

• Star theory - Industry and audience: Stars are manufactured to serve the purpose of making money out of the audience by ensuring that that they buy the artists records and become loyal fans through that. Pop stars are a product to their record company as they are shaped these companies to make them successful and sell to the audience. Record companies are responsible for identifying what would sell and produces the same and because of this, there is always someone fresh to choose from to keep the audience interested maintaining the quality in the music industry. Another way to produce a star is with a long lasting appeal who once their brand is established, can cater for fans and audiences for decades becoming a commodity. Through this, it is likely to maintain their success and keep the audience satisfied fulfilling their expectations.

• Star theory - Ideology and culture: Stars can also represent cultural values and attitudes and promote a certain ideology. Audiences interests are in these type of values that enhances their 'star quality' and create their star persona. Social network sites such as twitter and facebook give pop stars the opportunity to establish their own values outside their music for example, Lady GaGa on twitter rewets frequently about LGBT issues and expects her fans to engage just as much as she expects them to listen to her music.

• Star theory - Character and personality - Star theory explains that the star is a construct however, the construct has a foundation of realis, Stars provide audiences with a focus of 'what people are supposed to be like'. Stars may provide the audience with the some ideas of 'how you're suppose to behave or look like' and may support hegemony by conforming to it. For example, certain mainstream artists like Beyoncé, Rihanna, Arianna Grande, Justin Bieber etc, provide an 'ideal image' as they have the 'ideal bodies' encouraging many young audiences to conform to. This links to hegemony as the media promotes this is a positive light, informing audiences that 'we should look like this' and that this is the ideal beauty standard of how we must look. However, other stars promote a difference such as Adele who are portrayed as 'cubby and lovable' going against hegemony teaches young audiences to be accepting of who they are despite the negative criticism they may get from the press.

How much control do artists/bands have on their star image?

Artists/bands actually have little control over their star image as large institutions such as their record labels guide and instruct the artist on how to adapt to their image to suit their audiences expectations the most, this is so they are able to be successful within their target audience and be successful. However, it can also be argued that they sometimes do have some control over their star image as they can change how they may look such as their weight, fashion trends, surgery etc which may not necessarily have positive responses from all audiences but its how they choose to be represented in the public eye.

Conclusion

Dyers theory is important as it shows how an artists success can be manipulated by other key factors such as their record labels and how they think their star image should be represented. Without constructing an artists image, it could lead to the artist loosing fans as they are not able to keep up with their mainstream audience expectations. After researching about Dyer's theory, when creating my music video, I want to ensure that I use it to represent my artist with a firm construction to make sure he is perceived by the audience on how I want to ensure a successful video.

Research: Star Image

Introduction: What is a star image?

Star image is the way in which an artist is portrayed by the audience which is also referred as their image, the way they look, dress and behave. Star image is represented though the music videos that are shown to mainstream and international audiences which they are then able to recognise easily.
The artists image is important as it plays a role in determining the success od the artist and also allows the audience to form their own opinions on them. Their star image is further important for the music industry as an artists success determines the industries overall success and their financial gain.

How can music videos help boost an artists career?

• Makes the artist more popular - By making a music video that's successful and with the audience can enhance an artists fame and popularity by making them even more famous in the music industry as their unique music video will be easily recognisable.
• Shows the artist off to a mass audience - A music video is very important as it helps the audience understand what type of music this particular artist produces, further giving them a choice to whether they want to listen to their music or not. Without a music video, an artist may only be known by a smaller audience. There are many different platforms such as YouTube, iTube, iTunes, etc for an artist to use to produce music on and allows them to gain a larger and international audience.
• Promotes the artists image - Through a music video, an artist is able to promote their unique style to the audience and is given the chance to show off their individuality. This could potentially attract the type of audience they're looking for themselves, someone who has the same music taste and other interests like them.
• Music videos live longer than an artists single - Its beneficial for an artist to decide to make a music video as it is unlikely that it will be removed, unless there are problems such as censorship issues. As a result, they are likely to receive many views no matter how old the video might be and will carry on getting views. In contrast to an artists single which doesn't last forever and is very likely for people to stop listening to after the  hype revolving around it has dispersed.
• Artist and audience build a relationship - Creating a music video will allow the audience to build an ongoing relationship between the artist and audience as the audience will gradually feel closer to the artist. Moreover, they can feel closer to the artist and are able to relate to the particular lyrics or narratives within the music video. Through this, the artist is also able to build a fan base.

Music videos can either make you more successful and popular with the audience however, sometimes music videos can also effect an artists career in a negative way. For example, they could be misinterpreted differently to how they initially wanted causing them to loose fans.

Case Study - Kylie Minogue

Kylie Minogue is an example of how her music videos have changed over time discovering how they changed and how this also influenced her image to change as a result.

1980's

• Started in the soap industry 'Neighbours'
• Her target audience was pre-dominantly teenage girls as they were able to relate to Minogue's songs and behaviour.
• She had a star image of an innocent, sweetheart, girly body language
• Her singles were never sexy or based on hard core relationships
• She was a young girl with values, cheerful and chilled
• Her lyrics were often childish and innocent

Early 90's

• Her target audience was between boys and girls in their late teenage years
• She began to intimidate young teenage girls as they were unable to connect or relate to her
• Her appearance also changed as she became more glamorous and sophisticated in a sexual way to attract attention from the opposite sex, also to be admired by other females
• Her dancing became carefully choreographed as became the centre of attention
• Her values drifted more towards the opposite sex
• Her lyrics became more meaningful and mature

Late 90's

• Minogues target audience gradually drifted from teenagers to a wider male audience as her image also changed into a more sexy, sophisticated, mature look
• As her image became more sexy and somewhat daring, she was perceived as more intimidating and empowering for some audiences
• With her image changing, her values also changed. She was portrayed as flirtatious yet independent
• Her dances developed as she began to dance alone in skimpy outfits
• Her lyrics also changed, becoming more confident and daring to the opposite sex for example, "I've got nothin' left to hide."

2000's

• From young teenagers to a predominant male audience, Minogues target audience become young adults in their 20's of both sexes. This was due to Minogue producing music for clubs,
• She become more sexual and this time aggressive and intimidating
• She had more backup dancers and the style was very much daring and sexy
• Her values focused on the importance of being confident in yourself
• Her lyrics changed, intensively becoming more aggressive supported by her daring tone.

Case Study - Miley Cyrus

I also looked a how star from young, Miley Cyrus has changed through her music videos over the years and how this has also influenced her image.

2007

• Miley Cyrus began her career through the popular childrens channel 'Disney' staring in a show called 'Hannah Montanna'. She played the strong female lead role in  the show and was seen as a role model to young female audiences.
• She was already recognised for sweet girl image and charming voice in which she decided to develop her singing career. Her music video '7 Things' released during 2007 portrayed her as an innocent and relatable teen girl who other young females can look up to. In the song, she sang about girl problems and boys which most young girls can relate to therefore making her very popular. Singing about relationships despite her young age was still perceived in an innocent way and not sexual at all. Her values being that every girl experiences heartbreaks no matter he age.
• Wearing minimum makeup with her long curly locks, this image was just another cute and innocent girl, a conventional teen. She is perceived to be wearing vests and skirts in a innocent way and not by exaggerating any of her female assets. 

2010

• In 2010, Miley released another song called 'Cant Be Tamed' and from the previous song she released in 2007 is different which by promotes that shes becoming more rebellious and does not take the audiences opinions into consideration hence the title 'cant be tamed'. She begins to present herself in a provocative way as she wears clothes in which reveal more of her female assets following with close-up shots to really accentuate them. Moreover, she wears more makeup than she does in her other music video which gives her a new image by making her look older than she is. Miley now looks even more glamed up to make her look 'grown up' with blonde highlights all over.
• Her lyrics are relatable to teens which make her very popular among the younger audiences, it tells the audience that she is ambitious and wants to be set free with daring lyrics like 'I cant be tamed, I cant be tamed, I cant be blamed'. This is evident that this is a new stage in Miley's life, she is getting older and she wants to address her young audience of the changes. The close-up and long shots highlight her in the developing stages into adolescence. In addition, her dancing has also changed in a way that involves more back-up dances to have the audience focus on her more. Her values within the video are that individuals should be free to whatever they want to do, do what they believe in and ignore the people that tell you cant.

2013

• In 2013, Miley cyrus really changed up her image despite the fact that many didn't agree with what she had become. She came out with two songs that described how she really felt about the situation and both made a positive and negative impact. Her music video 'Wrecking Ball' portrayed Miley as a changed person evoking harsh criticism and controversy due to her recent situations. It is seen as provocative and controversial as she sits on a large wrecking ball with little clothing, licking the building tools sexually. Her passion is also supported by her red lipstick which connotes her love, lust and passion about the person shes singing about. The younger audience may not relate to her song, instead they perceive her as a threat due to her lyrics and visuals becoming more sexual and intimate rather than playful and light-hearted. 
• Her song 'We Cant Stop' also reflects her own problems in dealing with criticism she got from many people however she just shakes it off. She dances  provocatively and constantly sticks her tongue out making her look more sexually appealing to audiences. She sings about drugs and sex which the younger audience cannot relate to and therefore make people react in a negative way as she has a big influence in the younger audience.

Star image: Sexual, political, moral and social reasons

• Star Image: Sexual - Some individuals can sometimes use music videos in order to exploit or to feel comfortable with their sexuality. For example, Jessie J and Macklemore promote their support for the 'LGBT' community by mentioning it in their songs. Some artists also use it in a way to attract more audiences.

• Star Image: Political - Some artists like Kanye West and George Micheal use their music videos in order to promote their political views on some things to spread awareness to a large audience. This informs and educates the audience about the important political issues. For example, Kanye West's 'Sierra Leone' music video was to present young black children from west African countries who have been through poverty and trafficking. Although, due to his content, the music video was said to be quite controversial.

• Star Image: Moral - Some artists use their music videos as a  way o express their personal opinions on issues in like what they believe in and what is important to them. For example,  Micheal Jackson promotes his opinions and morals about the earth through the 'Earth Song' using realism and harsh imagery to show audiences the damaging that we're doing to the world. This also evokes emotions from the audience and therefore he is able to get his point across effectively.

• Star Image: Social - Some artists also use their music videos to simple represent a type of lifestyle or ideologies they believe in for example, the Saturdays and Drake are portrayed to reflect their own lifestyle within their music videos such as showing off their expensive taste in material things and the type of parties they attend, the lively atmospheres and etc.

Conclusion:

Star image is important as it encourages the audience to form their own opinions about the artists they watch and listen to. Through music videos, viewers are able to make their own decision and opinion on particular things, seeing the transformation of artists can be shocking for the audience as they may discover changes that occur in an artists image and persona over time that can be different from he last time. When creating a music video, I plan to represent my star image in a conventional manor as a mass audience is able to relate to that particular persona, therefore giving the music video a higher chance of success. I will ensure that I follow Dyer and Goodwin's characteristics for this to happen. I want my artist to promote their moral values through the lyrics and their performance as it is important for an artist to draw upon particular issues within society they feel should be addressed or lack the importance they deserve.