Dyer's Star Theory

The Definition

‘The study of stars as media texts/components of media texts demands that the distinction be made between those who are simply known for performing pop music and those who are known for being pop stars, who have an identity or persona which is not restricted solely to their musicianship.’ –
http://www.mediaknowall.com/as_alevel/Music/music.php?pageID=popstar
One of the reasons so many pop performers are described as ‘pop stars’ is because they are quickly promoted to this status by their management. This is easily done courtesy of a few judiciously placed stories, a famous boyfriend/girlfriend, attendance to premieres and parties and features in countless iconic magazines. When artists are in this process it is easy for people to forget about the music being produced in the light of the magazine photo shoots and gossip articles.

A true pop star is one who has a long-term significance in the industry. To fit within Richard Dyer’s star theory, an artist would have to make a sufficient cultural or sociological impact to be classified as a true pop star. These are the ones people are still talking about even when their music careers are over. World renowned artists such as Elton John and David Bowie are example of what a true pop star is in reference to the Dyer’s Star Theory. However, boy bands are a market that is riveting the industry in recent times and groups such as One Direction, The Wanted and Union J will never make a long lasting cultural impact. In forty years’ time they will not be known for that ‘amazing song they recorded’ or that ‘sensational album they wrote’ they will simply be remembered for their presence, looks and personal drama.  

Stars as a Construction

Dyer suggest that ‘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 (eg advertising, magazines etc as well as films/music’
Shows such as The X Factor are a brilliant example of the construction process. They show us how an ordinary person is groomed, styled and coached just to fulfill a recording company and target markets expectations. They are changed into something that is seen as an improvement yet if it was about the music alone it wouldn’t matter about their appearance yet it does, this proves Dyer’s star theory that a lot of artists are constructed to be liked as people rather than liked for their music.


Ideology and Culture

'Stars represent shared cultural values and attitudes, and promote a certain ideology. Audience interest in these values enhances their 'star quality', and it is through conveying beliefs ideas and opinions outside music that performers help create their star persona. A star may initiate a fashion trend, with legions of fans copying their hairstyle and clothing. Stars initiate or benefit from cultural discourse (e.g. via their Twitter feed), and create an ongoing critical commentary. Now more than ever before, social networks give pop stars the opportunity to establish their own values outside their music.' - This section is taken from website http://www.mediaknowall.com and helps explain clearly what the purpose of many management companies are, to create people rather than create music.

I chose to write about the Dyer's star theory because i think it is relevant to all music magazines. It is important to choose what artists you want to feature in your magazines otherwise you could be portraying your magazine in a way you don't want your desired audience to read it. For my music magazine, I will take the Dyer's star theory into account as I find that this will help me when it comes to my evaluation, having met the needs of my target audience. 

Q Magazine Double Page Spread Analysis

 

Billboard Magazine Double Page Spread Analysis

Here is a double page spread article taken from popular music magazine Billboard. A double page spread is two facing pages of a magazine where the textual material runs from the left hand side and continues across to the right. However, like the example above magazines can interpret them and change the layout to make it their own 'style'.

The image used for the background is a picture of popular and world renowned artist, Miley Cyrus. In the image, we can clearly see her slouched in the corner of a room. The walls of the room are grey and drab,      and the lack of colour depicts her discontented expression - the connotations of the image formulate the idea of her being trapped.

It seems the main point of the article is to promote her new single 'Can't be tamed', which was more than likely in the charts at the time of release of the issue. The text shown in the white box states, 'Transitions From Tween Idol To Pop Star', this gives the readers who don't know her anchorage as to what she does. Also, the smaller text on the right hand side of the article discusses her audition for the lead-role on Disney Channels 'Hannah Montana', as this is how she became well known in the industry. This is referred to as they know that a large proportion of their target audience will know her form this.

Moreover, the article title reads 'Girl, you'll be a woman soon' the use of the word 'Girl' gives the impression that it is addressing and talking to the artist personally as well as being used in pink to conform to the most popular stereotype of girls. The text reading '...You'll be a woman soon' is used in contrast with the articles image as she is shown to be trapped in a room with a fed up expression and posture. She is dressed in clothes that are adult like rather than clothes girls should be wearing such as the heels. This suggests that she wants to be a woman and grow up yet it isn't her time to be a woman yet suggested by the word 'Soon' at the end.
Furthermore, in terms of typography, the text is rather large and attracts attention immediately. Because the layout is simple and isn't packed it doesn't make the reader want to turn over straight away like they would if there were tons of text squeezed onto the page.

Dyers star theory can be applied to Miley Cyrus in this because Miley isn't bounded by her singing career, she is known for her identity. She was also star of immensely popular Disney channel programme, Hannah Montanna which shows that she is known for more than her singing. Furthermore, a lot of people haven't watched her acting or listened to her singing yet they know her because she is well known for her fashion sense.

What is house style?

Analysis of Kerrang Magazine Cover - All Time Low

‘Kerrang!’ has a niche audience which is mainly rock/metal. This audience will listen to the music produced by the artists that have been featured on the front cover. On this cover, the main image can clearly be established through its size in comparison with the three smaller images which have been placed at the bottom of the cover. The typography of the masthead has an effect which appears as smashed or cracked, this font/effect is associated with the audience that will buy this magazine and therefore conforms to the conventional characteristics of this genre. Also, surrounding text on the cover has been given an effect that makes it look like it's been written on a chalk board, the text, 'Get Ready...' is an example of this. It gives a rough look to the writing which is also associated with the group of people who are expected to read this issue. Stereotypically, this audience can be known as 'moshers', 'rockers' and a variety of other names which have been formulated by society. 

The way the images have been organized on the cover shows that the members of the band have been partially covered with different text from the articles advertised. The colour scheme is neutral with the main colours being blue, yellow and white. The colour yellow has been used to highlight the name of the featured band, All Time Low. This allows the name to stand out and draw the attention the of the magazines desired audience. The yellow has then been used for some of the article titles which are included inside, this colour has not been used on any other large text, this suggests that the magazine producers do not want to compromise any of the attention that could be drawn away from the bands name, it shows us this is what they want the consumers to see first. Consequently, the magazine was named 'Kerrang!' because the onomatopoeic word is derived from the sound that is made when playing a 'distorted' electric guitar, again connoting the style of music the magazine is trying to portray. 

In addition, referring to my point earlier, the main images size has been edited for it to be spread across the entire cover. If a consumer isn't familiar with the band featured then the main cover line is anchorage, audiences will be able to make the connection between the cover line and the main image due to the cover lines characteristics, i.e the size, colour and placement. Furthermore, the mise-en-scene of the cover consists of the band members who have been dressed in ordinary clothes. The fact that none of the members are dressed in out of the ordinary clothes suggests that the image is trying to depict a relaxed, fun feel. Their facial expressions further conform the the overall relaxed/fun feel to their image as they aren't exaggerating their smiles as this can come across 'fake' and 'proper' which is not the magazines intentions, instead they have gone for laid back expressions. The member who has their mouth open seems to be the lead singer as he is defined by the rule of thirds from the rest of the band. 

Subsequently, the alliteration 'Guitar God' has been used within the banner to create more attention. A pull quote has been used, "We're back on track!", as it creates more anticipation for the reader and makes them want to further read the material. The use of the blue on the text reading 'Stage Shots' stands out against the rest of the page and the other text which can suggest the different context as this referring to posters included inside. It is also emphasized by the use of a small border effect around the corners of the writing. 

The rest of the images are positioned below the main image and on the lower section of the front cover, this allows no attention to be stolen away from the featured band. The sizing of these images are considerably smaller as well for the same reason. The 'Stage Shots Poster Special' text anchors the two pictures in the left hand corner to let the buyers know what the posters are going to be of. The use of the word 'Special' connotes that they are showing something one-of-a-kind that hasn't been shown before. Again, the genre of the music is emphasized from these images as they are action shots and show the artists in mid-performance wearing 'slobby' informal attire and show that they have long hair - another connotation related to the target audience. 

                                           

Analysis of Top of the Pops Magazine Cover - Cher Lloyd

The masthead stands out immediately in a bright pink colour already showing references to their target audience of 'girly girls'. The typography of the masthead has a lot of design to it, the words 'of' and 'the' are grouped together in a circle and the 'S' at the end has a swirl to it. This is to try and give it a fun and younger feel so that it will appeal to their primary focused audience of younger girls.

The cover lines, '1D Go Nuts!' and 'Will Aston take you out?!' are talking about the male celebrities who were popular at that time. These are used intentionally as cover lines because they know that younger girls will want to buy it straight away. Furthermore, the strapline 'Style SOS! Our Experts to the Rescue!' has a small picture of Taylor Swift next to it with a drawn speech bubble reading 'You can do it too' This again has been used to attract younger girls to read the magazine by mixing fashion and celebrities together knowing girls will be interested in bot these topics. Taylor Swift was and still is a very popular music artist and her music is enjoyed by thousands of young girls and therefore by using her image with the story they know that girls will want to read it. 

The main cover line relates to the medium shot we have of, back then, rising star Cher Lloyd. It is a simple image to ensure that their audience will recognise her and with them being younger they don't want the image to be confusing in any way. By her image clearly and cover line being in the centre of the magazines layout we can see that she is the main feature within the issue. In this cover line the word 'Real' is written in capital letters and runs with the colour scheme in the circle, black and white. The different coloured words makes the story title stand out more and younger girls will be able to easily understand what it means. Because of their target audience, the editors have to keep the cover very simplistic and easy to read because a lot of their audience won't have the capability to understand or process complicated and 'busy' covers due to their age.  

Moreover, a bar code is in the bottom right corner and the price and date of the issue. This is kept small and out of the way of the rest of the cover as it doesn't conform to the theme yet it needs to be shown. The overall colour scheme is a mix of bright colours to keep it upbeat and conventionally pleasing. 

In addition, '7 Sizzling Posters' is written across the bottom, relating to the image of popular boy band, One Direction. Onomatopoeia is used with the seven and sizzling pronunciation as it rolls of the tongue and can be fun to say for younger girls. In reference to the boy band, the word 'Sizzling' connotes hot and popular which is the conventional opinion of the boy band to many fan girls.  

Analysis of Billboard Magazine Cover - Beyoncé Knowles

The masthead conforms to the three colour rule of the magazine. The letter ‘d’ in the masthead is filled with a blue shade, this could be linked to the main cover line which reads ‘BEYONCE’. It is in complete capitals and is the next biggest text on the cover; this ensures that the audience’s attention is drawn to the featured celebrities name once they have established the magazines title. The last letters of 'BEYONCE' are written over the artists dress, although it is only at the bottom of the page it could suggest that the text is introducing her as she is placed behind it. The typography of the cover line shows that the magazine wants to clearly show that Beyoncé is their main feature within that particular issue. The gradient effect from white to blue on the name gives it a metallic/modern feel to appeal to today’s readers. 

The mise-en-scene of the magazine is the medium shot of celebrity Beyoncé. The white dress she is wearing is contrasting to the solid dark blue background; this juxtaposition makes the image dramatically stand out.

Furthermore, it makes her the focus of the cover. We can see this is intentional due to the dress being plain white and not having any other colour shown as this was the desired effect.

In addition, the only colour that does not fit with the colour scheme of the issue is the bright red included in the masthead text. However, this is an exception because the colours on the masthead are the trademarked colours and part of the magazines long running identity. Moreover, the yellow tone is used to write some of the words on the cover to help run with the colour scheme.

Overall, the gradient shades of blue throughout the cover add to their feature and gives the magazine a cool and trendy feel.  

The word 'Plus' which is featured in the bottom left corner of the cover gives the reader the idea that they're getting more for their money, as though there is something extra inside that you wouldn't usually get. The description of Beyoncé next to her image are a collection of nouns which read 'Singer. Actress. Businesswoman. Philanthropist.' The words collectively sum up the artist and give the impression of her being somewhat remarkable for her being able to achieve so many things. Again, this carries on the idea of women on the cover.

The text directly above the masthead reads 'Women's Music', the text is prominent, a very similar size to the magazines title and because of its placement directly above the masthead shows that they want the audience to see this at the same time they establish the title. The text being placed above the masthead suggests importance and that they want to readers to see that this issue is about a specific topic, similar to a 'special edition' magazine issue, they have altered their featured stories inside to coincide with the theme of 'women'.

The celebrity's pose is a conventional position for someone to hold if they were replicating a role of dominance and importance. Her posture also conveys power and independence, it raises the awareness of sexism and can be seen as a feminist led cover. This role is stereotypically shown as a male poise although with the issue being dedicated to 'Women's Music' they have turned this role onto a woman to broadcast women's rights. Obviously, Beyoncé is a world renowned artist and she is guaranteed to attract their primary focused audience, women, for their issues specific theme.

Consequently, the image of the celebrity conforms to the rules of thirds and dominates the middle section. Apart from the celebrities name, all text is written around her, this suggests her importance in the issue and how nothing is to compromise her full image being clearly shown.

The mode of address theory can be applied here as the 'Women's Music' is trying to connect with more females than males, the issue is dedicated to women who have been successful in the industry and the placement of it at the top of the page, above the title, shows that this is the most important heading on the page and they want to show the audience this. The use of Beyoncé is addressing the audience by her being one of the most successful female singers in the world.

The Laura Mulvey theory of the 'male gaze' is a feminist theory and focuses on the representation of women in the media. As I have stated in my previous points the issue is trying to tackle sexism and show that there are numerous successful women in the music industry and that a lot of them are just as, if not more successful that male artists.




Laura Mulvey:  Male Gaze

Audience Consumption Habits

Audience Consumption Habits

The uses and gratifications theory focuses on why people use and consume media texts. Bulmer and Katz (1974) suggested that there were four main reasons as to why different people used media, and these were: information, personal identity, social interaction and entertainment.

Information  because individuals might want to find out about current events in society and around the world, for advice or opinions on decisions, their own curiosity and general interest, self-education and/or it can allow them to gain a sense of security from the knowledge they were consuming.

Audiences may read music magazines to find out news about a particular band or artist such as tour dates and facts about them etcetera. Interviews with bands and artists are an integral part of music magazines; this is where readers are able to get to know them more and consequently, the interviewer would have to research what their target audience wants to hear. If the magazines target audience was teenage girls then in the interview they would want to find out what the artists likes and dislikes were, along with hobbies and personal stories. It can allow the audience to connect with the artist on a more personal level as it feels like the subject is speaking directly to them.

Personal Identity, this is often the case for younger audiences as they can be looking for a role model of behaviour as well as finding reinforcement for their personal morals.

In terms of music magazines, teenage audiences are usually more ‘attached’ to artists than adults and want to know them on a personal level rather than just listening to their music. Teenage girls are under pressure from the media and consequently, they look up to the celebrities that they like in hope that they will fit some sort of social ‘standard’ if they share the same habits, interests and looks. Therefore, younger audiences can read magazines because an artist or band they like are featured.

Social interaction can be a reason for individuals consuming a media text as they can interact with others who share the same interest and gain a sense of belonging. It also helps some to find a basis for conversation, which is the case for teenage audiences in particular when meeting new people and/or trying to connect more with friends.

Audience will want to read music magazines because it allows them to gain more understanding of the artists they like which can lead to them joining ‘fandoms’, a  fandom is where people who all share the same interest in an artist can converse and talk/share thoughts of them. They are most commonly found on social networking sites such as Twitter. Again, younger audiences will want to read anything that involves their preferred artist as it will then give them more opportunities for social interaction.

Entertainment is an important purpose as it is said to be the most common. Reading a magazine can be used as a form of escapism for people who might be stressed or unhappy. It can be a diversion from problems that they may be facing at home or at school. It can also be seen as a source of relaxation for pure enjoyment or some might just read magazines as a way to pass time when they’re bored. If the magazine contains artists and features that they don’t personally enjoy then the chances of them even opening the text is slim, although people who read it because there is someone they like featured inside then they’ll be getting a positive effect out of reading it because they are actually enjoying it rather than passively reading it they will read it actively.

Action Plan

I have created a clear and simple action plan as to what I am going to do within my research and planning that I believe is easy to read and understand. This will help me keep within schedule of my deadline for my task and also allow me to checklist what I have/have not done.

Preliminary Task - Evaluation of my magazine

What I could improve on...

There were factors about my preliminary task that I would improve on if I were to go back and do it again. I was a very inexperienced InDesign user and I found it difficult to make a magazine cover and contents page from scratch. As I didn't know my way around the programme I was unaware of a lot of the things that I was able to do with it.

My front cover is relatively plain, my medium close-up picture is placed towards the bottom of the page and looks a bit plain. If I were to change this I would have shaped the picture to make it edgier and so it didn't look as though it was just placed carelessly onto the page.
The typography on my cover is also quite simple. I designed the font for my title and then picked matching fonts for the rest of the text. The colours I chose for the smaller text, which I placed over the top of my image, were bright so they were easier to read however I could have done with making the text slightly larger.
Moreover, I could further improve my cover by adding some colour to the background. It looks too plain and doesn't attract much attention to it, which it should because that is its purpose - to attract an audience. So that my text still stood out I would have added a gradient so that the colour wasn't too distracting from the information I have shown to

What I have done well...

I have followed the task instructions by having a medium shot of a student on my cover, and I have also featured the main things that you would find on a school magazine such as titles and article names on the cover.