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1. One Direction is represented as a manufactured boy band with constructed star personas. Their image and representation are deliberately crafted using media language by the institutions that created and promote them. 2. Richard Dyer's star theory discusses how a star is not a real person but a text constructed from various media materials to form their star persona. Boy bands in particular have very deliberately constructed star personas. 3. The major institutions involved in creating and promoting One Direction include Simon Cowell's Syco production company and record label, ITV which broadcasts The X Factor, and Columbia Records. These institutions collaborate or work together through synergy to maximize profits.
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The document analyzes the representation of the band One Direction in their music video. It summarizes that they are represented as young, heterosexual males of various races between 18-20 years old. They are depicted as carefree, trendy, and attractive to appeal to female fans while maintaining a normal, relatable appearance for their young audience. Their representation aims to present them as role models enjoying their youth to motivate fans and increase commercial success. The choices in their representation were likely made by their record label Syco to maximize sales, as the band remains reliant on the label's support as new artists formed under label head Simon Cowell.
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One Direction's music videos provided promotional benefits for both the band and their record label. Appearing weekly on a TV show helped raise their profile and popularity. Their YouTube channel generated millions of views, promoting their music and earning ad revenue. Collaborations like designing a Honda model and sponsoring contests created synergy that benefited both One Direction's brand and partners like Honda. Music video strategies employed by producers included having other songwriters initially help write One Direction's songs to help launch their career before they began more co-writing.
Institution Research
Universal Music Group is a global music corporation and subsidiary of Vivendi. It is one of the major record labels along with Warner Music Group and Sony Music, owning labels like EMI and Capitol Music Group. In 2017, Universal's revenue reached $7 billion, a 10% increase over the previous year driven by growth in streaming and subscriptions. The company's mission is to nurture music and artistic expression while using its influence to support social responsibility and positive change.
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1 d
- 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?