Dyer's theory of Stardom
Dyer states that some of the common values of music videos are: youthfulness, rebellion, sexual magnetism, originality, aggression, creativity and a disregard to social values such as sex and drugs.
- he believes a star is a text or image constructed by a range of materials.
- that a star is a commodity not a person.
- the image of a star is incoherent and incomplete because of 2 paradoxes
1- star must be simultaneously ordinary and extraordinary for the consumer
2- star must be simultaneously present and absent for the consumer
Adorno
He believes capitalism fed people with products of a cultural industry.
- opposite of true art, to keep people satisfied therefore stay mainstream
- creates false needs, replacing true needs with emotions to manipulate feelings
- popular music, is a commodity being sold to the consumer however they feel like they are buying an emotion.
Hebdige
Argues that consumption is an active choice made by the audience, and there needs differ from their social influences.
- free to resist power of large companies by undermining the large companies by finding alternatives.
-resistant often leads to audiences making their own content
-return companies tailor their products for sub-cultures.
Negus
Organic ideology of creativity
- naturalistic approach
- artists are given time to grow
- often aimed at older sophisticated audiences
- long term
- eg Bob Dylan
Synthetic ideology of creativity
- attempt to construct an artist, combining artist and materials
- single sales and lots of promotion
- younger less sophisticated audiences
- short term profits
- eg One Direction
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