Star Theory: Richard Dyer (Re-done)

Richard Dyer believes that most artists are moulded through artificial images.

Studied at the University of St Andrews, holding a professorship in the Department of Film Studies.

He believed that artists would have to manufacture their image to help them succeed with a stable fan base, and financially. For example, Katy Perry (then Katy Hudson) was previously a Gospel singer (I know shocking) but her attempts failed. Therefore, had to result in finding new ways of making money and obtaining more recognition. Clearly, her whole image had to be recreated and altered.

Katy now wears bright, vibrant colours which possibly represent the contrast in her image and lifestyle she now leads.

For example, Katy Perry's image is heavily influenced by Katy Keene a female comic character.

Artists who convey their true image, true selves and true emotions are more cherished by consumers. Consumers prefer if the artists are not groomed by labels and choose their own way. Creating a fake image may still win over the public unknowingly, but we still adore the authenticity of artists. Because there are so many manufactured artists, the "realness" becomes as unique selling point.

If I said I want your body now
Would you hold it against me?

A search for love, or a call for help

The editing is incredibly fast paced, having an increasing amount of frames per second possibly inferring to her dizzy and chaotic lifestyle. Her past has been in the center of the public eye which may of  caused to become erratic and unstable. This is what the editing, and directing is trying to portray.

There is quit a few product placements, like Sony, and her perfume. But what particularly captured my attention is the Plenty of Fish advertisement. Maybe this is her cry for love.













She battles herself, literally.

The way they are both dressed infers that there may be two Britneys. The old Britney, and the one the industry, lifestyle and expectations has created. Or it could represent a battle of her past, and her new image. Either way there is conflict. She wants to be in control, but she can't maintain it no matter how hard she tries.

The scene ends in a draw, perhaps its a continuous battle that she can never win. She's tired and beaten down but accepts it anyway. 

Another interesting section of the music video is the cameras, dress and the use of colour.

Symbolically, the white wedding dress stands for marriage. She's married to her image, and the industry. She is trapped in that repetitive cycle and cannot escape. The cameras show her old, but purer image which she used to have. Britney is still sings which illustrates that she's accepting the fact she is married to the industry.

The splatter of colour explicitly suggest her image being tinted and spoiled. Her hands are tied which show that she is not entirely responsible for her downfall. She's not in control.

Many people have said they miss the old Britney, but the old Britney was instantly sexualised, even her first hit single "One more time."





 

The video immediately starts by trailing on the floor, under the girls legs. It almost reminds me of a creepy figure, or student observing. The males in the video are slightly blurred whereas the Britney and the girls have more focus.  She is also wearing relatively dark lipstick in some shorts which imply some elements of seduction. To add to this what she is wearing is not a normal school uniform, she is clothed in a belly top style shirt where we can slightly see the bra. The skirt is rather short, however the long socks show some sense of innocence. Even from her first single, her innocence was slowly being "stripped" from her.