Blog Task 2

With reference to Richard Dyer’s theory of “star

image”, demonstrate how

elements of the star image are sold through your

creative choices in the video, digipak

cover and the magazine advert

Dyer – Star Image

A “star” is defined as being a semi-mythological set of meanings constructed around music performers in order to sell the performer to a large and loyal audience.

A star is a constructed image, reinforced by media such as magazines and music videos

They are also viewed as commodities, produced and consumed by audiences and institutions.

Conventions of a “Star”

Youthfulness

Rebellion

Sexual Magnetism

An Anti-Authoritarian attitude

Originality

Creativity/Talent

Aggression/anger

A disregard for social values relating to drugs, sex and polite behaviour

Conspicuous consumption, of sex, drugs and material goods

Success against the odds

The Paradoxes

Dyer claims that the image is incomplete or “incoherent”, as two paradoxes present themselves.

Paradox 1: The star must be simultaneously ordinary and extraordinary for the consumer.

Paradox 2 : The star must be simultaneously present and absent for the consumer.

The Promise of Performance

The presence of these paradoxes means that the audience continually strives to complete or make senses of the image.

They try and achieve this by continuing to consume their material . Performance seems to promise the completion of this image, but this is ultimately unsatisfying and encourages further consumption.

Chaos TheoryIn the process of creating our own band and material, we have therefore taken into consideration Dyer’s theory and used it, and occasionally even subverted it, in order to maximise the band’s success.

While constructing the band, we examined all the conventions of a “star” (listed above) and chose those that we thought most appropriate for our music genre. We decided that it was important for their youthfulness, rebellious natures, anti-authoritarian attitudes and aggression to come across in their promotion, as that seems to fit the expectations formed by other bands within the alternative rock genre.

We were inspired by a wide range of bands including Lost Prophets, You me at Six, Elliot Minor and The Blank Theory. Each of these bands also take relatively young rebellious artists and try to give them a similar image to that we are aiming to give Chaos Theory, playing alternative rock music and trying to appeal to the same target audience (16-25 year olds). The next slide contains images of these bands that inspired our own work.

The videoThe way that we split the screen into four shots for the performance element using After-Effects connotes their disjointedness from society, making them simultaneously present and absent, whilst bringing an interesting element of originality to the video.

By using connecting the lead singer with crime scenes by superimposing him onto old photographs in the narrative element of the video, we reinforced his disregard for social values and rebelliousness, whilst associating the band with old scenarios gives the impression of longevity

The guitarist, drummer and bassist never directly address the audience, making them both simultaneously present and absent, whilst reinforcing their creativity and talent as they are entirely absorbed in their music and in their chosen instrument.

They are playing instruments in the middle of the street at night, illustrating their anti-authoritarian attitude, whilst depicting their humble backgrounds so as to support the idea that they have earned success against the odds.

The Magazine Advert

With our magazine advert, we were aiming to promote the band’s star image to a target audience of between 16-25 year olds.

The band are wearing black, connoting rebelliousness and fitting with the conventions of a rock band – thus adding to their star image.

Plain looking members are used to emphasise that they have succeeded against the odds, making them more relatable and attractive as they give the “normal” majority hope for stardom.

The showlight-like font works with their “normality” to make them simultaneously ordinary and extraordinary, as it reminds the audience of their celebrity status.

They stare blankly forward, but not direct addressing the audience, making them both present and absent for the consumer.

The way they are positioned is meant to look like they are posing for mug shots, or about to be shot by a firing squad, reinforcing their anti-authoritarian attitude and disregard for social values.

Digipak Cover

The Digipack cover is in black and white in order to boost their audience’s perception of their creativity and talent, as black and white photography is seen as artistic. Concurrently, it makes them seem serious about their music – however this may conflict with their youthful image.

The showlight-like font correlates with the magazine advert, reinforcing the idea that they are performers, whilst the direct address from the band members draws the audience in on a personal level, making them seem simultaneously ordinary and extraordinary.

The way that the police tape crosses in the foreground, when it explicitly says “Do not cross”, subtly presents the band as rule breakers; rebellious and anti-authoritarian.

The title of the album, “First Place Losers”, connotes that they have had success against the odds, attracting audiences as it makes fame attainable.

ConclusionTherefore I believe our three publicity outlets have presented our star image with the desired effect, successfully emulating that of a real band in a similar situation – Dyer having helped us identify our targets and to judge our success.

However, I appreciate how difficult it is to uphold this image, as is hard to prevent contradictions and hypocrisies to occur – as illustrated by the given paradoxes, and that of being original whilst still fitting the conventional values of music stardom