Representation and Star Image

Voyeurism
1. This idea comes from the theories of Sigmund Freud, originally referring to the notion that erotic pleasure may be gained by looking at a sexual object especially when the object is unaware it is being watched.
2. Laura Mulvey suggested that because producers are predominantly male the presence of women in music videos is often solely for display rather than narrative. The purpose of this display is to facilitate the idea of the ‘male gaze.’ The gender of the spectator is irrelevant, whether it be male or female, women present on screen will still appear for display. This creates a powerful controlling gaze at the female on display, resulting them to appear objectified.
3. This is often created through a combination of camerawork and editing with fragmented body shots sexualising the performer or female. This can be seen in music videos for artists such as Beyonce and Nicki Minaj, for example in the video for 'Rocket', Beyonce shows off her figure by the camera moving slowly over her body as she is dressed in lingerie.
Exhibitionism
1. The more powerful independent female artists such as Lady Gaga to Lily Allen, have in contrast added the idea of how they appear sexually provocative, however are seen to be in control of a sexualised gaze. This is an extreme opposite of voyeurism.
2. A music video which supports this ides would be Destiny's Child 'Survivor,' this is for the three members of the group appear with power and attitude. They are sexualised to a certain extent as they are clothed in hot pants and crop tops, there are also close up shots of their bodies. However, the dancing in particular creates the illusion of empowerment and a powerful representation for women, reflected in the lyrics.
3. Representation of women has been influenced by rap music videos and the recent trend for sexually explicit Jamaican style dance moves which have influenced some mainstream performance styles. Is the female revealing skin exploiting the female body simply to increase male profit margins, or is the female depicting self-confidence and sexual independence. Another idea is that women are so used to being viewed through ‘the male gaze’ that they have come to only view themselves through the eyes of a male.
Star Construction
1. "A star is an image constructed from a range of materials" - Richard Dyer, 1979
2. Pop music includes these materials:
  1. The songs (their lyrical themes and musical structures/genres)
  2. The CD covers (the image of the star they present)
  3. Media coverage (from interviews about career and private life through to tabloid gossip.
  4. Live performance (the image through their live show)
  5. The music videos (arguably the most important), which may draw upon the image presented in other media.
Star Image
1. This is how a star is perceived by the audience, this could be through the artists characteristics or conscious construction by the industry in which they work, also through extra publicity by another platform of media.
2. Construction can only be controlled by the star and their employers to a certain extent, especially in the platform media, magazines and tabloids.
3. A music video has a certain role to play in the construction of a artist’s image, by creating visual features that become associated with the artist, an example of this being through mise en scene, a distinguished style of costume etc.
Star Vehicle
1. A product constructed around the image of the artist, this emphasises the promotion of the star. A prime example being a music video. They act as a showcase for the artist's talent, playing a significant part in the construction of their image or brand.
2. Each video may draw upon its predecessor both in reinforcing the star’s image and in taking their image further or even to subvert it and to create a new one.
  1. An example being Rihanna, how she has gone from a girly artist seen in her 'Loud' album, to a more edgy "hard" artist seen in 'Unapologetic' and 'Talk that Talk'.
3. Applying particularly to artists who have had lengthy careers.

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Representation and Star Image

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