TM - Richard Dyer

The key Ideas of Dyer are;

Stars depend upon a range of subsidiary media – magazines, TV, radio, the Internet – in order to construct an image for themselves which can be marketed to their target audiences.The star image is made up of a range of meanings which are attractive to the target audiences. Richard Dyer had two paradox's;

The first Paradox
Is that the artist should be both present and absent

The second Paradox
The artist has to be ordinary and extra ordinary


In reference to the music video I analysed Jamie T sticks and stones there many key ideals by Dyer that I think I relevant. There is a lot of extra Diegetic Gaze which enables the audience to view very closely what he looks and acts like. This as Dyer says helps them market to their target audience.

This extradiegetic gaze allows the audience to view the costume which the star is wearing. He can then portray this through his Star Motif. Getting the image of the star out to the consumer is very important as it allows them to view him. The director must consider this very carefully as if he gets it right it can make the band very successful.

Dyer constructed the roll of style in TV and Music. A star is an image constructed by a range of materials

Music video
Adverts
Digipak


Considering music video, what techniques are used to construct a particular image?

Close-ups create para-social intimacy. the consumer is repeatedly able to view the star in detail. This enables the star to communicate his ideals and style to the audience. This is evident in the music video Sticks and Stones, as Jamie T is looking into the camera and singing most of the time.

Dyer Suggests that the editing of the music video and the use of posed shots of the star creates an incoherent message. The audience therefore strives to consume more products in order to complete this image.

In the music industry, performance seems to promise the completion of the image, but it is always ultimately unsatisfying. This is in conjunction with his paradox 2.