Star Power

Learning Aims:

To look at ‘star power’ or ‘star theory’ as a media concept.

Learning Outcomes:

By the end of the lesson, all students will be able to identify where star power is evident in media texts, and explain and provide reasons for its usage.

The current Hollywood ‘package’ system means a treatment is written describing the plot of the film (this is ‘the project’) and then 'the talent’ is then attached to the project (the stars and the director).

The talent and the project together constitute a ‘package’ which can be taken to a studio so they can decide whether to ‘green-light’ this package (i.e. whether to fund it and house it)

Media Theory

Richard Maltby ‘the commodities that consistently drew audiences to the movies.’

Richard Dyer ‘stars as images are constructed in media texts’

STAR = PRODUCTS

Dyer defines one of the key factors in stardom as being ‘charisma’, a quality which marks stars as being ‘special’ and therefore differentiates them from ordinary members of the audience.

Dyer adopts a system by which film stars can be assigned to a particular star archetypes:

‘The Good Joe’
‘The Tough Guy’
‘The Pin-up’
‘The Rebel’
and ‘The independent Women’

Task:

Write down the 5 headings, and allocate stars to the archetypes, also providing a film (or TV) role (add them more than once if you can)

Challenge:

Star Theory is not limited to movie stars. It can be used to refer to any media platform. Add your own stars to the lists.

Try adding 5 music artists, one to each category.
Try adding 5 television personalities, one to each category.
Try adding 5 sports personalities, one to each category.

Pros and cons...

Star Power is vital to both institutions and to audiences

Advantages of ‘Star Power’ to institutions.
Disadvantages of ‘Star Power’ to institutions.
Advantages of ‘Star Power’ to audiences.
Disadvantages of ‘Star Power’ to audiences.

Advantages of ‘Star Power’

Institutions:

Brings appeal. Established fan base. Loyal Fandoms. Easily marketable. Packaged. Easy to mediate. Easy to ‘bank’ on.

Audience:

Offers Diversion / Escapism / Personal Identity.

Disadvantages of ‘Star Power’

Institutions:

Can bring criticism. Argument of repetitiveness. Unoriginal. Lazy. Predicable model. Fall victim of the ‘rise and fall’ of a star. Controversy.

Audiences:

Narrative sacrificed

Exam Question

Write at least 2-3 PEE paragraphs in response to the following question…

“Star Power brings many benefits to institutions when marketing a media product.”

How far do you agree with this statement. Make reference to your Case Studies.

Star Power brings many benefits to institutions when promoting media products.

(P)One could be…

(Ex)For example…

(Ev)This is important because...

(P)Another could be…

(Ex)For example…

(Ev)This is important because...

However, Star Power also brings many disadvantages to institutions when promoting media products.

(P)One could be…

(Ex) For example…

(Ev) This is important because...

(P)Another could be…