Analysis of a Star and Dyer's Star Theory - Miss Miller

Analysis of a Star and Dyer's Star Theory

Britney Spears

Artists may decide to reinvent themselves for numerous reasons, such as:

- to gain a different target audience

- awareness/publicity

- tired of their old image

- change their genre of music

- increase revenue

- improve their fan base

- previous bad press

- keep up with new era

Goodwin's theory is present within the videos for example the fact that they all include close ups of the artist. These are seen throughout all three videos when Britney is doing numerous things such as singing and dancing. The purpose of including close up shots within these videos reminds the audience of the artist therefore making them remember the video more and be interested as they will be watching the artist. Another element of Goodwin's theory which is present within the videos is the relationship between lyrics and visuals. This element is shown throughout all three of the music videos as Britney is seen to be singing along to the lyrics, this is used so that the audience can feel more involved with whats happening because it makes it look like the artist is singing to the audience therefore engaging them more. Another point of Goodwin's theory that is included is the aesthetically pleasing frequent portrayal of the female body. This is shown within the first video by the artist wearing small, skimpy outfits and shown within the two other videos by the artist wearing sexual outfits and dancing in a provocative way. This is used so that audiences will feel attracted to the artist and therefore want to keep watching the video.

The genre of the Britney Spears music videos are mostly pop/dance, but throughout her career her music videos have changed as she has become more grown up and steered  away from her 'american dream' image. In the first music video Britney's song is very pop as there are dance routines with back up dancers which is very conventional to the pop genre. In the other two videos Britney is still portraying the pop genre through dance routines but shows aspects of RnB and hip hop as the videos are in club settings and seem to be a lot more provocative than her first video which is pop. Therefore this shows the change that the artist is undergoing to steer away from her young look and come across more grown up, this is seen as the settings have changed from being in a school to being in a club to being at a house party. 

Within the video the artist is portrayed to be very sexual and over the top in the second two videos and a bit rebellious in the first video as she is seen to be day dreaming in school and cutting class. Dyer's theory is evident within the video as the star is seen to be simultaneously ordinary and extraordinary to the consumer. This is shown through the videos as the artist is seen in ordinary places such as school, clubs and parties. Therefore the audience can relate to what the artist is doing in the video and feel more involved in what is happening, but at the same time the artist is portrayed as extraordinary as breaking out in a dance number in the corridors in school and in the club toilets.. this makes the audience constantly look up to the artist as they are in the same environments as the artist but sill portray star quality's that consumers don't have. 

Britney Spear's target audience in her video 'Baby one more time' are young girls and teenagers as in her video she is seen to be looking innocent as she is in a school setting. Her costume is a school uniform and she is wearing subtle makeup, this would appeal to her target audience as they would be able to relate to her at this time as most of the target audience would still be in school. In the music video 'piece of me' her target audience changes to 17-30 year olds as she is seen to be very provocative in the video and talks about her life problems. This would change her target audience as young girls wouldn't look up to her if she is dressed inappropriately and as she talks about her life problems with the media and how she deals with her issues, therefore meaning her target audience would be of the same age reign and would find it more appropriate to watch. furthermore, her music video 'if u seek amy' has a similar target audience to 'piece of me' as Britney is talking about controversial sexual topics as the song title has a hidden meaning of a swear word. The target audience for this video would be 20-35 year olds as the video is very sexual and includes aspects which some parents may find offensive if their children are watching. 

The messages and values that are portrayed in Britney's first video is that you should stay in school, this is shown as even though Britney is famous and a star she is still promoting school and education as her video is based around being in a school. The values that Britney has in the first video dramatically as in her first video she is seen to be very respectful and presented herself in a representable way with minimal make-up and appropriate outfits where as in her second and third video she is seen to be wearing heavy makeup and provocative outfits and looks a lot less clean cut. This means that the values that she is promoting in the two last videos are morals such as drinking, having sex and going to clubs and these are the ideas shown within the videos. The reason that Britney's values have changed throughout the years is that she has grown up a lot and had major dramatic career interferences which have boosted her career but have also led her away from the 'younger' 'innocent' image of her.