1. Text 1. Double page spread from Heat magazine 2008.
The images are from the MTV Europe Music Awards which Perry
hosted. They show her representing herself as funny, vibrant and not
taking herself too seriously. Proud of her American nationality as
shown by the American Football kit and also playful with gender
identity through her half man/half woman outfit - which reinforces a
repeated representation that Perry has created for herself of an
ambiguous sexuality, and as a character of contradictions and
outrageous fashion.
The encoders of the text, in this case the journalists and editors at
Heat magazine have represented Perry as a new global sensation and
fashion icon. The copy uses hyperbole to describe her such as
“amazing” and asserts that she “pulled out all the stops”. This
excitement over Perry is emphasised by the layout of the page with
bright pink type and the headline emblazoned across the page: “God,
we love Katy Perry”, adding to her representation as bold and brash,
anchoring the main image of Perry standing atop of a stage prop with
wide eyes.
Perry is also represented as a fashion icon by the encoders at Heat,
constant references to the clothes she was wearing and to specific
designer labels represent her as experimental and having a chameleonic
image.
The Heat magazine audience would be expected to respond with the
preferred reading, to see Perry as the ‘next big thing’ to accept the
comparisons with huge pop icons such as Beyonce and Take That. They
would understand and appreciate the representation of Perry as a
kooky rebel, but also someone that they may be able to relate to.
We live in a consumerist society whereby fashion and pop-culture is
valued. Katy Perry is represented as not only performer but
entertainer, her celebrity status would be appreciated as we live in an
era where pop-stars and TV stars are seen as iconic and even role
models in some cases.

2. Text 2. Full page advertisement for Proactiv skincare
products.
Perry represents herself through her facial expression, gesture
and physical appearance. Her wide eyes and protective, almost
bashful gesture of hand covering her lips gives Perry an innocent
and youthful look, both of which emphasises her un-made up and
flawless skin which promotes the product.
The encoders exaggerate this image of innocence by framing Perry
in a Medium Close Up shot which also reveals a perfect
complexion, further reinforcing the idea that this is a quality
product but also revealing Perry’s cleavage which acts as a
juxtaposition to the innocence connoted by other codes. This
juxtaposition is further signified by the anchorage of the copy:
“I’m not polite I’m Proactiv” This suggests that the naïve and
childlike facial expression and gesture is an act that hides the
‘truth’ that Perry is unapologetically independent and possibly
even rude! The word Proactiv is clearly the name of the product
but has connotations of taking control and using initiative. This
allows the product to have a symbiotic relationship with Perry.
Using a celebrity that has a reputation for her extravagance and
confidence promotes the ideologies of the Product. However, the
advert also represents Katy Perry as someone who has the same
problems as ‘ordinary’ young people, making her relatable and
allowing the audience to personally identify with her.
Perry’s representation here is one which encourages a connection
between her and the target audience, teenage girls and young
women. The eye contact, use of personal pronouns (I’m) and
casual dress and appearance make her somewhat of a reflection of
this audience. Furthermore she represents the ideologies of the
product by making a stand against acne and is represented as
having exactly the same problems and facing the same issues as
the target audience – making her relatable and fulfilling the
audiences need for affiliation – she could be the audience’s friend
because she has the same experiences of life.

3. Text 3. (right) Magazine cover for
‘Complex’.
Perry’s revealing outfit and provocative stance
represent her as sexual and confident. Her
tilted head and finger in mouth connote an
innocence which is purposefully juxtaposed
with the explicit nature of the outfit. This is
another example of Perry playing with gender,
sexual identity and reinforcing the
representation of Perry as a sex icon.
The encoders of the magazine are clearly
representing Perry as an object of sexual
desire. She features as their main image which
is framed as a medium close-up allowing her
full costume to be seen, whilst emphasising her
legs and breasts. Furthermore the lighting of
the shot casts shadows across her and the
brick wall setting, creating a sense of mystery
and ambiguity, anchored by the coverline:
“Taste Of Darkness’.
The target audience for this particular text Text 4.(above right) Album cover: Katy Perry MTV Unplugged
would be 18-30 year old men, whose interests
Katy Perry has represented herself through a simple and pretty pink dress and hair and make up which could be
are more inclined towards their social life
considered far more natural than her usual appearance. Her smile connotes honesty and warmth and suggests a
rather than work. These men are probably
real and intimate connection with the audience at her gig. The toned down clothes and appearance are reinforced
unmarried without children. They would
by the setting she is in – an MTV Unplugged gig which usually have connotations of music stripped down to it’s
accept the preferred reading that Perry is an
most honest and unproduced form.
object of sexual desire and also unobtainable, a
fantasy figure that has the potential to fulfill The encoders have used this representation of the event which signifies a celebration of musical talent rather than
desires. in the glitz and glamour of big stage shows or even celebrity. The cover represents this in its Mediation of Katy
Perry, The Selection of a photo which shows her with guitar connoting her musical ability and devoid of her usual
outlandish stage costumes. The Organisation of the layout emphasises simplicity with plain copy and an unstaged
We still live in a society which continually shot. Finally the Focus of Perry as a musician and engaging with fans rather than ‘playing up’ to the camera or the
objectifies women, whilst seeing women purely creation of an alternative persona.
as sex objects is not the dominant ideology – it
The preferred reading is that Perry is as much a musician and singer/songwriter as she is a pop icon, and this also
is still prevalent in the media.
ties in with an ideology in society that artistic talent should be respected and is of more cultural worth than
celebrity for the sake of celebrity.