Analysis of star and Dyers theory

Star's are constantly reinventing themselves for a variety of different reasons. Each artists as an individual has their own reasons for reinventing themselves. This could include if the artist done something bad and wanted to change this public perception and be seen as good again. Or an artist may want to break away from previous reputation, and change genre of music. This could lead to them attacking a new audience. Furthermore artists such as Miley Cyrus have grown up with target audience and have matured with the audience so change their music to mirror this. Also artists such as Madonna have been around for a long time and try to keep up with the new era in order to maintain their audience and appeal to younger audience who enjoy the style of current popular music.  Again using Miley Cyrus as an example, her very sudden and dramatic change in style attracted much more publicity to her and her music. 

Justin Bieber is an artist who has also reinvented himself throughout his career, his frequently changing his style and image he wants the public to see.

His first major video that was a hit with his audience was 'one time'. This was released in 2009. 

In the video Goodwin's music video theory is evident, throughout close ups of Justin can be seen, during these close ups Justin is always very happy looking and smiling. This is a common feature within Justin first few big hits. It portrays his innocence and purity in the music industry, as he looks very ordinary and has no special make up or hair done. Whereas a lot of other artists videos are quite aggressive and sexual. Justin's close ups reflect his young age at this point when the video was released as they really allow the audience to see how young he looks. The close ups also highlights Justin's baby face and his long childish hair that is hanging over his for head.  In the close ups the light blue back ground again mirrors the fact of how young and innocent Justin is a this point in his career, as he is just starting out in the industry and is not money or fame orientated yet. This helps the audience to feel like Justin is quite relatable as it shows him as a young normal child, and he is looking directly into the camera quite lovingly which will help the audience to connect with him. The close up also will extremely appeal to his target audience of young teenage girls as they really show his age, by his slightly chubby baby face. Which they can relate to as they are also around a similar age.
In this pop music video, we see Justin dressed in a stylish causal outfit of jeans, trainers and a tracksuit top through this mid shot, this is conventional to the genre as pop artists wear this type of clothing in their videos, as it is highly relatable to the target audience who are around the same age as the artists, and will have similar clothing. Pop artists are mainly fully clothed in most pop music videos because being highly exposed and minimal clothing would not be appropriate for young teenagers. The suitably dressed star could also gain support from parents and adults as they like that their teens are not being exposed to under clothed males and females.

Another pop convention that is seen in the music video is that the song and lyrics are based mainly around love and relationships. This is seen in the song where it says "girl i love girl i love you" and you can see this in this mid shot of Justin sitting with a young teenage girl with his arm around her. Even though Justin is sitting with his arm around the girl he is looking into the camera and slightly pointing at it. This makes the audience feel as if they are involved in the song and could imagine themselves in place of the girl who is sitting with Justin. The words "girl" and "you" specifically address the female audience and make them feel particularly addressed and involved with the song. This benefits Justin because it will assist female fans in loving his music and him as an artists even more, therefore increasing his popularity. Also the audience will want to then listen to more of his music and go to his concerts so that they can see him sing the song live.


Dyers theory can be seen in this video as well, Justin is represented as a youthful, bubbly, cheeky and happy teenage boy. He is always seen to be smiling and cheery in the video. This is seen through a variety of shots, this mid shot shows Justin having fun and socialising with friends. This portrayal of Justin makes the audience think of him as one of their friends, someone who they can relate to and have a good time with. As they also would have experienced the social situations that can be seen in the video. Therefore could imagine themselves there partying  with Justin. The fact that Justin is always seen to be smiling and happy in the video also makes it more enjoyable for the audience and makes them feel good while watching it as his personality comes through really well in the video. It is highly beneficial for him to be perceived like this as gives him a very positive image, meaning he will be liked and respected by many people which will help him to be more successful.

In the video i believe that Justin could be viewed as a product because throughout he is very happy and smiling and continually the focus of everyones attention who is in the video. This close up shows Justin in the centre of the crowd looking at the camera, the rest of the crowd behind him are not in focus of the camera. This is shot is trying to sell Justin as someone that his fans can aspire to be like. By him just constantly being the centre of attention it shows he is trying to get into his audiences head and make them remember him. His video does not show much about him as a person and is far more about porting him as popular and cool.

Justin could be seen as ordinary but also extraordinary in the video. He appears to be at a party with his peers and is wearing very similar clothing to them. On the other hand, at the start of the video it shows Justin having a phone call with Usher which is a highly irregular for an ordinary person to do and throughout the video Justin is the constant focus of everything, and in the centre of everyone in the video. This makes him appear quite extraordinary as this is not something that would happen to you average teenager. Therefore he is relatable to the audience but they are also able to look up to him and admire and aim to be like him.

This video is for hegemony, stereotypically in music videos the artist is always the centre of attention and this is evident throughout Justin's video. He is the one with Usher calling him, at the centre of each group of teens and the boy who gets the girl. This is expected in music videos as fans watch Justin's to see him not the people in the background. Therefore this is common in most stars videos for them to be in the centre. Specifically this is evident in this head shot of Justin dancing with a girl in the centre of the crowd. This makes the audience see him as an idol and someone to look up to, because it is as if everyone in the video is in ore of him due to him being constantly in the centre.

Justin's target audience here is young teens mainly, this is because they are around a similar age to him. And the dancers/partiers that he has around him are also of a similar age. In the video there is no drinking or drug taking which reflects the young age of the TA and the star. The content within the video is mainly everyone dancing around and generally just having a good time, nothing is majorly serious. He wants to encourage his fans to have fun with his music.

As this is one of Justin's first releases the aim of this video would mainly be to promote Justin to his fans and try to make him remembered. This is why like mentioned before he is the focus of the video. At this point in time with Justin's younger teenage audience, his song was suitable for his fans as it just showed him hanging out with friends and having a laugh. Implying to his fans that they should just be having fun at their age and be with friends. I also think one of the messages of this song is that fans should go for the things they want in life. I believe this message is shown in the video when Justin is looking through the crowd for the girl and when he sees her he goes straight over to speak to her. This shows his audience he is confident and when he sees something he wants he goes for it.

Boyfriend

In the video Goodwin's theory is evident. The video demonstrates pop genre characteristics. There is  strong theme of love/relationships. We see Justin dancing around and being with a girl, specifically this is seen through this close up of Justin sitting with a girl and looking lovingly at her. This makes the audience envious of the girl and they imagine themselves in her position. Also as the girl would be the same age as the target audience they would be able to relate to her and Justin as they have had similar experience's. This is beneficial to Justin because the audience will want to follow him and see his tours to see if they can get his attention, therefore will pays lots of money to do this.

A convention that can be seen in the video is, the setting of the video. In this long shot it appears to be a car meet with Justin and a load of friends, who are all joking around and having a good time. This is relatable to the audience because they have had similar experiences hanging with friends, but most likely not to this level which still leaves them to be envious of Justin's lifestyle and luxury. It would make them want to be one of Justin's friends and be able to hang out with him. The fact that their all happy and laughing gives off good vibes from the video and makes the audience feel like they want to join in. This benefits Justin because they are likely to go and see him in concert to try to party with Justin like in the video. Therefore, he will make quite a lot of money through people going to his concerts to see him.

Another pop genre convention that we can see is the character representation of Justin as being cool and talented and popular. In this video is seen through the use of a mid shot, it shows Justin sitting on the bonnet of a car playing a guitar, with a pretty girl sitting next to him and his friends surrounding him. This shows him as quite superior to everyone in the video because his in the middle of everyone. Also the fact he is playing an instrument makes him appear talented as his learnt how to play an instrument instead of just singing. This benefits the audience as it gives them someone to admire and aspire to want to be. This benefits Justin because again people will be more inclined to go to his concerts and see him singing and playing the guitar.

Dyer's theory is evident in the video, Justin is represented as mature and grown up, this evident through a mid shot. This video shows Justin sitting driving a car with one of his arms hanging out the car door. By him looking like this while driving the car it implies to the audience that he feels in control of the car as this is quite a grown up attribute for him to have. Also driving a car conveys to the audience he is developed and mature as driving is seen as quite a grown up thing to do and something only 'adults' can do legally. Also his positioning with his arm over the door shows him as quite confident in the driving seat and as if he feels very in control of the vehicle. By showing him as mature and confident, it gives makes him appear as more of a role model to the audience as his confidence is something that many people will admire.


In this video I believe that Justin can be viewed as a product because his song is not showing much of his true personality and the techniques used in the song is more to gain publicity and fandom. For example he is using a young female around the same age of his target audience so that his female audience try to connect to the song and imagine themselves in her situation. This can be seen in this mid shot of him holding the girl around her waist as if he is pulling her in towards him. Therefore they are likely to go to his concerts to try to get this feeling of being with Justin. However, it does just show him as a stereotypical pop male artist as his using the girls to try to attract the female audience.


Justin is wearing very casual clothing in his video and is just hanging out with friends, this makes him appear very ordinary. This can be seen in this long/establishing shot of Justin sitting on the car with a girl and all of his friends hanging out around him. Which helps the audience to relate to the song because they try to imagine themselves hanging out with Justin. This benefits Justin as they will then most likely be very engaged with the song and watch more videos of his. This is conventional to pop music as they normally like to have fun casual settings with friends and try to help the audience to relate to the video. However, Justin can also be seen as extraordinary as he is playing the guitar which shows actual talent and is constantly the focus of attention in the video. This makes the audience envious of Justin as they will want to be like him and aspire to be like him.

Again like Justin's previous video it is for hegemony. Commonly in pop music videos the artist always gets the girl and has them following them around wanting to be with them. By having this in his music video is portrays him as above everyone else as it in not common that any boy could have a girl falling all over them. This makes his audience want to be like him and aspire to be him as they may also want this to happen to them.

I think that this video shows Justin as very confident, this is shown through this mid shot of him dancing in full view in-front of the camera with all of his friends behind him. Most people would be nervous or a bit shy about dancing at the front with everybody being able to see them. Whereas Justin appears very comfortable being the centre of attention. His confidence could install his audience with confidence also, because they want to be like him. It also helps his audience to build up a representation in their heads of his characteristics and the type of person he is.

Justin's target audience for this video is the same as the one before however obviously as Justin has gotten older so have the audience, so they are now likely to be mid teens. His look has also developed as his careers has gone on, Justin was wearing more stylish clothing and has a more structured hair cut, instead of his childish hair cut. Also in the video Justin touched and kissed the female character a lot more, this is relatable to his target audience because this is likely to be something they have all experienced around this age. The video is generally a lot more sexually orientated regarding the female. I think that Justin has done this as his audience are growing up with him therefore he has to adapt and changed his image to keep up with current trends within his target audience.

What do you mean
This video by Justin is a lot more adult themed then the previous videos I have analysed. In the video we can see Goodwin's theory evident. There are frequent close ups of Justin, most of the close ups occur when Justin is just singing into the camera, he looks directly into the lens when doing this. This intensifies the song and captures the audiences attention. Also because the close ups are mostly when Justin is just singing the audience really focus on the lyrics, which helps to maintain their attention and connect with the song. This beneficial to Justin because engaging the audience will help to sell tickets to up and coming tours as the audience will want to reconnect with him live like they did through the close ups in the song.


In the video a pop convention that Justin has used is wearing stylish and fashionable clothing. A long shot shows Justin wearing a black tracksuit top with a white top and jeans with rips in. The clothing his wearing is what is current within his target audiences trends. The audience will be able to relate to Justin and the other people in the video because they will wear similar clothing and could therefore picture themselves partying with Justin and his friends. This is beneficial to Justin because it will help to promote him as an artist as people will want to buy the same clothing as him and look up to him as a role model.


Another convention that I can see in the music video is that everyone in the video is really happy and dancing around. This can be seen through a variety of shots specifically panning showing everyone and Justin dancing around and having fun. This is conventional because pop music is used for people to dance to, so people will copy the people in the video and dance along with them. This benefits the audience because they can imagine themselves dancing and partying with Justin. This helps Justin because it helps him to sell the video to the audience.

This video represents Justin as very mature but quite childish at the same time as his very sexual with the female character, which can be seen through this mid shot of him and the female character laying on the bed on top of each other, while his interacting with his friend is more like a party setting then a house. House parties show him as childish because it is what teenagers do when they are not old enough to get into actual clubs. However, this representation of Justin would be relatable to the audience because they would be around the same age and most likely would be going to house parties as they are not old enough to go to actual clubs. And around this age teens start having more intimate relationships with partners due to them being over the legal age.

I also believe that Justin can be viewed as a product in this video, as although it shows him in a social situation with his friends, it does not show much about his emotions that would allow the audience to really feel like they have gotten to know Justin. This can be seen in this mdi shot of Justin sitting with all of his friends around him. It is more about promoting Justin as popular and well known because this will make the audience look up to him. This can be seen in this panning shot showing Justin situated in the middle of the frame, he is not actually intreating with anyone but the other people are standing around him and the focus is him. This highlights that he is trying to just sell himself and his image to the audience, not his actual personality.

Furthermore, Justin could be perceived as both ordinary and extraordinary in the video. He is shown as ordinary as the video is primarily Justin hanging out and mucking around with his friends, this is relatable to the audience because as teens would not yet be old enough to actually go out they would spend a lot of their time sitting around with friends and just hanging out. However, he is seen as extraordinary as Justin is constantly the centre of attention through the video and is with a beautiful girl throughout as well. By Justin being seen like this he can be looked up to by the audience, many of them would not always be the centre of attention in their friendship groups.

Again similarly in his other videos Justin's supports hegemony, as like in the previous videos the artist is getting the girl and is in the centre of attention all the time. By having this in all of his videos it makes him appear to his audience as someone to look up to and aspire to be like.

The target audience for this video is now older teens as this is now the age of Justin. The themes in the video match the older audience. We can see Justin grinding and kissing the female character as this matches the older target audience, as this would have been highly inappropriate for the audience Justin had when he first began his career as they was very young teens. The song was released in 2015 and in this time era songs about relationships/love are highly popular amongst Justin's target audience. In this video I believe Justin is trying to portray a vulnerable side to him through the song, as it is showing his struggles in love and how he doesn't understand women. As one moment they want to kiss him and the next they are crying and pushing him away, this allows the audience to see a side to Justin that it not often seen. Unlike in his previous two videos I have analysed, as they are more generic pop videos, more to get fans and money than this song.

To conclude, Justin Bieber has changed and innovated his image to try to grow with his audience and keep up with the ever changing social trends. However, I also think that Justin has changed his image because he has developed more as an artist and found himself and who he wants to be. This research has shown me how important it is to identify and maintain a target audience because in my music video I need to be able to keep my video engaging to them throughout the video therefore I need to make sure the video engaging so they maintain attention.