Lesson 3.7: Stars, Celebrity and Constructed Image

Introduction

This lesson explores the concept of star image as a deliberate construction and the ways performers and celebrities are branded across various media. By examining celebrity culture, we will uncover the mechanics of representation and see how these constructed images influence audience perception.

Learning Objectives

By the end of this lesson, you should be able to:

• Understand the concept of star image as a deliberate construction.
• Analyze how performers and celebrities are branded across media platforms.
• Differentiate between aspirational and relatable representations.
• Examine the relationship between celebrity persona and audience identification.
• Critique the construction of star image in music videos and advertisements.

Star Image as a Deliberate Construction

A star image refers to the persona that a celebrity presents to the audience, which is often carefully curated by both the celebrity and their management. This persona is not a complete reflection of the individual but a crafted version that serves specific purposes in the media landscape.

Key Concepts

• Star Theory: This concept, introduced by theorist Richard Dyer, proposes that stars are constructed through a combination of images, narratives, and cultural associations. The star image is not merely an extension of the performer; it represents a complex interplay of marketing strategies and audience expectations.
• Celebrity Branding: Celebrities are often treated as brands. Their image, behavior, and public persona are crafted to attract certain demographics and sell products or ideas. The strategic presentation of a star's image defines their marketability and the types of roles or endorsements they accept.

Example

Consider the pop star Taylor Swift. Her image has evolved over the years from a country musician to a pop icon. Each phase of her career reflects deliberate choices:

• Early Career: Taylor Swift was presented as the wholesome girl next door, surrounded by themes of love and heartbreak in her music. This relatable image attracted a young audience.
• Transition to Pop: With her album "1989," Swift's image shifted to a more glamorous and confident persona, appealing to a broader audience and allowing her to venture into new marketing opportunities, such as partnerships with major brands.

How Performers and Celebrities Are Branded Across Media

Branding extends beyond music and film; it includes social media, public appearances, and merchandise. Each platform offers a unique way to engage with the audience and reinforce a star's image.

Social Media Impact

Social media platforms like Instagram, Twitter, and TikTok allow celebrities to craft their narratives in real time. These platforms provide a space for celebrity branding that is more immediate and intimate compared to traditional media.

• Personal Connection: Celebrities often share personal moments to create relatability and foster a connection with their audience. This strategy can strengthen their brand and loyalty among fans.
• Curated Content: Stars may still carefully curate the content they share, emphasizing certain aspects of their lives while avoiding others to maintain the constructed image. For instance, a celebrity may choose to highlight philanthropic efforts while downplaying controversies.

Example

Take Kim Kardashian as an example of celebrity branding through social media. She is known for her personal brand that combines beauty, lifestyle, and business acumen. Her Instagram is a mix of promotional content, glimpses of her personal life, and curated aesthetics that reinforce her star image.

Aspirational and Relatable Representations

In media representations, celebrities often embody either aspirational or relatable qualities. Understanding these two representations helps delineate how audiences interact with celebrity culture.

Aspirational Celebrity

Aspirational celebrities represent ideals—beauty, success, wealth—that many aspire to achieve. They often feature in high-budget advertising and luxury branding, creating a desire among audiences to emulate their lifestyle.

• Example: A model featured in a perfume advertisement may represent an unattainable standard of beauty and success, inspiring viewers to buy the product for a taste of that lifestyle.

Relatable Celebrity

In contrast, relatable celebrities connect through their perceived authenticity and shared experiences. They may tackle everyday issues, making them more accessible to the average person.

• Example: An actor who openly discusses their struggles with mental health or body image may resonate with fans who face similar challenges, fostering a sense of community.

Example

Consider the cases of celebrities like Dwayne "The Rock" Johnson and Ellen DeGeneres. Johnson often portrays a larger-than-life persona in action films (aspirational), while DeGeneres’s daytime talk show focuses on relatable topics and humor (relatable). Both approaches have their place and audience within celebrity culture.

Celebrity, Persona, and Audience Identification

The relationship between a celebrity’s constructed persona and audience identification is critical in understanding media representations. Audience identification occurs when individuals see aspects of themselves reflected in the celebrity or aspire to be like them.

Psychological Connection

When audiences identify with a celebrity, they may experience emotional bonds, influencing their attitudes and behaviors. This connection can be conscious or subconscious, driven by demographic factors such as age, gender, socio-economic status, and cultural background.

Example

An example of audience identification can be seen in the "ordinary person" narrative often used in reality television. Shows like "The Bachelor" or "Keeping Up with the Kardashians" create scenarios where viewers can relate to the struggles and triumphs of the participants, enhancing audience engagement through emotional investment.

Construction of Star Image in Music Video and Advertising

The construction of a star image is particularly evident in music videos and advertisements, where visual storytelling combines with sound to amplify a celebrity's persona.

Music Videos

Music videos serve as a powerful medium for shaping star images. They blend visuals, sounds, and narratives that reinforce the celebrity's brand.

• Example: In Beyoncé's music video for "Formation," the visuals emphasize empowerment, culture, and resilience. Her portrayal challenges stereotypes while celebrating Black culture, showcasing how music videos can hold deeper social meanings beyond mere entertainment.

Advertising

Advertising uses star images to convey messages quickly and effectively. Celebrities often endorse products, leveraging their fame to influence consumer behavior.

• Example: A commercial featuring a well-known actor can evoke trust and desirability in a product, as viewers associate the celebrity's image with the offered lifestyle.

Worked Examples

Example 1: Analyzing a Celebrity's Brand

Question: Choose a celebrity and analyze how their brand is constructed through media. Discuss factors such as image, audience connection, and marketing strategies.

Answer: Let's analyze Rihanna:

1. Image: Rihanna's brand combines boldness, creativity, and empowerment. Her transformation from a pop star to a beauty mogul reflects a deliberate construction of her public persona.
2. Audience Connection: She appeals to diverse audiences through her music and advocacy for inclusivity, addressing issues like racial and body positivity.
3. Marketing Strategies: Rihanna's Fenty Beauty line has disrupted traditional beauty standards, emphasizing inclusivity across skin tones, which has solidified her brand as socially conscious and modern.

Example 2: Music Video Analysis

Question: Analyze how a specific music video constructs the star image of the artist.

Answer: Consider the music video for "Bad Romance" by Lady Gaga:

1. Visual Style: The video employs avant-garde aesthetics and theatrical elements, aligning with Lady Gaga's identity as a fashion icon.
2. Themes: The themes of love and obsession are explored through surreal visuals, creating a memorable and provocative narrative.
3. Star Image: This construction reinforces her reputation as an artist who challenges norms and pushes creative boundaries, ensuring that her image is both aspirational and relatable.

Example 3: Advertising Campaign Study

Question: Choose an advertising campaign featuring a celebrity and discuss how the campaign constructs the celebrity's image.

Answer: Discuss the Pepsi campaign featuring Kendall Jenner:

1. Celebrity Role: Jenner is portrayed as a relatable figure who bridges divides, appealing to younger audiences seeking social change.
2. Marketing Message: The campaign's emphasis on unity and social justice caused controversy, affecting Jenner's image and illustrating the risks associated with connecting celebrity branding to social movements.
3. Outcome: The backlash led to discussions about authenticity in celebrity endorsements, showing the complexities of constructed images in advertising.

Common Mistakes

• Overgeneralization: Students often generalize about all celebrities without recognizing the nuances in how different stars are constructed. Focus on specific examples and conditions.
• Neglecting Context: Failing to consider the socio-cultural context in which a celebrity operates can lead to incomplete analyses. Always connect the celebrity's image to the cultural and social landscapes they navigate.
• Assuming Authenticity: Many students assume that a celebrity's public persona is purely authentic. Remember, star images are constructed and strategic, not genuine reflections of personal identity.

Exam Tips

• Use Specific Examples: Illustrate your points with specific celebrities or media campaigns to strengthen your arguments.
• Analyze Rather Than Describe: Focus on analyzing the implications of constructed images rather than merely describing them.
• Connect to Theoretical Frameworks: Applying star theory and concepts of representation will show deeper understanding and critical thought.

Conclusion

Understanding the construction of star images within media is essential for critically analyzing representations. Celebrities do not exist in a vacuum; their images are built through deliberate choices that reflect societal values, aspirations, and cultural narratives. By examining these constructions, we empower ourselves as consumers of media, allowing us to question the stereotypes and ideologies presented to us.

Study Notes

• Star image is a crafted persona presented to the audience.
• Celebrity branding involves creating a recognizable and marketable image.
• Two key representations: aspirational (idealized) and relatable (authentic).
• Audience identification shapes engagement with celebrity culture.
• Music videos and advertisements play a vital role in constructing star images.