Media Studies concepts applied to One Direction

1. +
KGV SCHOOL
GCSE MEDIA
MEDIA
LANGUAGE
INSTITUTIONS
AUDIENCE
REPRESENTATION

2. +
REPRESENTATION
What is the band being represented
as here? What image do they have?
How is the representation
constructed using Media language?
Is this a dominant or alternative
representation for young men?
Is it a dominant or alternative
representation for a boy band?

3. +
RICHARD DYER’S STAR THEORY
 Dyer’s theory: A STAR is not a person; it is a TEXT,
constructed from a range of materials (videos, t.v.
appearances, magazine covers, ‘knowledge’ about personal
lives…)
 This construction is called the STAR PERSONA.
 Some pop bands – most famously, ‘boy bands’ – are
MANUFACTURED BANDS. This means they do not come
together ‘naturally’; they are put together by a record company
or other institution. The construction of the STAR PERSONA is
very deliberate.

4. +
STAR PERSONA
Is there a STAR PERSONA being
constructed here?

5. +
STAR PERSONA
Is the STAR PERSONA changing?
Are the band members starting to
develop different personas?
Why might this be?

6. +
INSTITUTIONS: SYNERGY
Which INSTITUTIONS are involved in the creation and
promotion of 1D?
They first appeared on The X Factor which is a TV show produced by
Simon Cowell’s company Syco. The X Factor uses celebrity judges,
each of whom have a star persona of their own. The show is
broadcast on ITV which depends on advertising from a range of
companies. The band were then signed to Syco records (owned by
Cowell) though they later signed to Columbia for American releases.
AS major stars, they endorse a range of products, including Pepsi
and Colgate toothpaste. They also have 3 fragrances and a huge
range of merchandise which makes a lot more money than their
music!

7. +
INSTITUTIONS: SYNERGY
They are also involved in games such as Just Dance.
Take Me Home sold 4.3 million albums.
Just Dance sold 4.4 million games.
Just Dance is made by Ubisoft. They are in competition with Columbia for the
money young teens spend on Media. Why would these two institutions work
together?
When institutions collaborate like this, it is called SYNERGY and it’s the
most important word you need to know when studying institutions!

8. +
ONE DIRECTION: INSTITUTIONS
The average lifespan for a
boyband is 1- 3 years.
According to this, 1D’s
popularity should be waning
soon.
How can the institutions who
depend on them extend their
popularity and thus their
profitability?

9. +
1D – the future…
The bad boys…
Robbie Williams… Justin Timberlake… Harry Styles?