Enhancing Consumer Trust Through Strategic Content Marketing
Pop stars
1.
2. … of an artist
… of a music genre
…even of a music director
The familiarity with a certain iconography helps audience
recognition.
What might be the advantages of this?
Individually or in pairs, think of specific artists, music genres
(hard rock, indie, R&B, ‘Emo’ and Goths, New Pop, Hip-Pop
and Rap, Pop …). Choose one and brainstorm the
associated iconography.
3. Richard Dyer has noted:
“ a star is an image constructed from a range of materials”
(Richard Dyer 1979)
Andrew Goodwin has written:
“ Characterisation, fiction, and perhaps even narrative itself
exist in popular music at the point of narration, outside of the
diegesis of individual songs, live performances, or video clips,
through the persona of the pop star.”
(Andrew Goodwin 1992)
4. These materials include
the songs (their lyrical themes and musical
structures/genres),
the record covers (singles and albums and the image
of the star they present),
media coverage (from interviews about career and
private life through to tabloid gossip),
live performance (the image through the stage show)
the music videos, which may draw upon the image
presented in each of the other aspects.
5. Each video may also draw upon its
predecessor both in reinforcing the star’s
existing image and in taking the image on
further, perhaps in new directions. Thus, music
videos will act as a showcase for the star’s
talents and play a significant part in the
construction and maintenance of their image.
6. Imagine you are a manager for ---------. You feel
that your client is ready for an “image transition” or
needs “image management” for some reason.
How would you go about managing that
‘evolution’?
Create as many details as possible to make your
scenario realistic. You might want to choose an
existing artist who would benefit from such a
transition or create one from scratch.
Your task is likely to involve a bit more than a new
video… You need exposure…
7. Choose from:
George Michael
Christina Aguilera
Britney Spears
Lilly Allen
Rhianna
Kylie Minogue
Goodwin: “Star-texts intersect with video
clips”.
He says that understanding the star’s persona
is a central element to reading videos. He also
talks of a certain ‘manipulation’ of the
audience.
Madonna – too much material?
If you have another idea, ask first!
In pairs or individually, students research
the evolution of a pop star. There should
be annotations / explanations to go with
the screengrabs. Look at developments
in their life, desire for a bigger/
older/younger audience; change of music
record company etc…
To be completed as Home Learning
