Analysis of a star and Dyers theory - Miss Miller

Richard Dyer is someone who has written extensively about the role of 'stars'  in TV, film and music created a theory that follows the concept that the star image is incoherent; meaning that it is both incomplete and open to further adaptions. Dyer follows this concept up with two key paradoxes.

Paradox one being that the star must be simultaneously ordinary yet extraordinary for the consumer at the same time.  Meaning that although the audience sees elements to the audience they find relatable the barrier still remains that the artist is on a much more talented and successful wave length.

The second paradox states that the star must be simultaneously present and absent for the consumer. So the costumer needs to feel like they know the artist yet they've never met them.

This idea of the incoherence of the star image ensures that audiences continually strive to either 'complete' or make sense of the image. This is achievable by continued consumption of the star through his or her products.

Keeping things fresh by changing their appearance, style, genre of music etc helps the artist to maintain this.

This theory leads to stars feeling as though they need to reinvent themselves in a number of different ways for various different reasons. For instance they may simply be doing it to gain more fans by reaching out to different genres and attracting new listeners/ a different target audience. It could also be a part of a stage of rebellion as is often viewed to be the case with stars such as Miley Cryus trying to rid herself of her 'good Disney' image. Stars may wish to make these changes so to improve the publics general perception of them as it thought to be the case with Justin Bieber coming out and apologising for his bad behaviour and entering into different genres of the music industry entering a 'clean slate' so to prove that he really is making changes in his life so to become both a better person and a better role model. Creating a new image and entering different genres of the industry is also a good way to ensure publicity and people will be interested to hear about the stars change and speculate as to why this change was par taken in.  The change in Lady Gaga's music career from her very first album to what her music is today has come about as she has gained more control over her image/ brand which enables the artist to be able to portray more of themselves to their fans which enables them to connect further.

Many artists have followed Dyer's theory throughout their years of stardom one of whom being Britney Spears:

Spears first came onto the music scene with her 1999 pop hit 'Hit me baby one more time'

Goodwin's theory may also be fit to Spears. Goodwin's theory states that within a music video there should be frequent reference to the notion of looking e.g. screens within screens, telescopes, etc and particularly voyeuristic treatment of the female body. Meaning that the audience are often looking at the artist in a voyeuristic way which the artist in character doesn't realise. As the artist is seen wearing a rather revealing costume (Mise en scene) yet to her she is unaware that she is being watched hence she doesn't no the effect which her outfit may be having on her portrayal. Throughout the video Spears costume is rather revealing showcasing her slim toned figure to the audience which is beneficial as this type of figure is thought of as being attractive hence the artist appears to be flaunting her attractive aspects attracting the audience without realising what she is doing. This is also beneficial as often people find that when others are overly confident within themselves it isn't as attractive as when they are more modest. It is beneficial for the artist to make herself appear within this way as it can lead to artists feeling a deeper connection with the artist as they find themselves feeling more  attracted towards her which makes them feel as though they have more of a connection with her. Hence urging the audience to buy into the artists music as they feel more connected to her compared to other artists this technique tends to work more so with the male members of the audience however this does also provide beneficial aspects onto the artists connection with female members of the audience. As the female audience members admire how the artist is able to do so much and perform with so much talent and yet still appear so attractive making her appear as a good role model as she is able to juggle so much whilst encouraging and inspiring others to do the same. Even today this is still seen as one of the artists most iconic costumes of which people often adopt to dress up as the artist on big platforms such as Hannah Marin from Pretty Little Liars dressed in her take of Britney's classic costume from this music video for a halloween episode of the ABC family drama. This highlights the importance of Dyer's theory that celebrities or 'stars' are seen more as products than actual people. This was only one music video out of the many that the artist has created yet people still reference to her very first music video when attempting to adopt her look. Despite the artist having changed over time even branching out into other genres such as R&B so to emphasis her growth as both a person and a artist. This conveys that despite Spears' growth since the beginning of her career the audience shall always recognise her with this as this was the first image they were represented with of the artist enforcing this image upon her for her entire career. When considering people the audience are actually well acquainted with it is likely looking back that they shall realise that they have witness this person face much change. Even being able to notice personality traits or characteristics both physical and non physical about them which have changed over time yet they haven't forced the image of the person they first had when they met them upon them. It is likely that they even view them in a different way of present as they had in the past which signifies how stars are presented as more of an object than a human being as the audience does feel to them as another person. 

Goodwin's theory also states that a music video should fit to a performance, narrative or concept based music video often with aspects of them within each other. Although Spears is following the performance styled music video concept she is also following a narrative styled video as Spears is portraying herself to be a school girl however at this time Spears had dropped out of school to achieve her career as an artist hence this character cannot be an accurate representation of the artist herself but it is the artist adopting the role of a character for her music video.  

The affect of this makes Spears appear more desirable to both male and female audience members. This urges young and impressionable female audience members to look up to Spears even more as they admire her and want to be more like her. Her costume also urges male members of the audience to find her more attractive as they are seeing more of her well tone figure than they would be had she worn a more conservative outfit. This also urges young and impression female audience members to want to be more like her as they view the male attention she is receiving and feel that they want the same for themselves as this is portraying as a positive thing to receive. 

Spears's music video was conventional towards the pop genre in a variety of different ways  another aspect of the music video which fits to Goodwin's theory as the theory states that that music videos should demonstrate genre characteristics throughout. For example the Mise en scene elements used within the music video such as the different costumes Britney wore throughout the music video most notably her 'school girl' costume which went on to become iconic due to the popularity of the music video and the success the artists chosen costume had on delivering the artists chosen genre of pop to the audience. This costume was so conventional towards the genre as it presents Spears a school girl. Helping her address the audience of the pop genre which is mainly filled with children to older teens, particularly girls. Hence showing herself in this way proved to Britney's audience that they could relate to her and that she was just like them suffering the same day to day struggles. However Spears still managed to maintain interest in herself by showing that although she was certainly able to connect with her fans on their level she was still someone to look up to due to the way she altered the uniform in something which certainly wouldn't be viewed as acceptable in a normal high school. Having her costume in this way enabled Spears to show to the audience that she was fun, fashionable and not afraid to be herself , as well as showing off her figure again this is also conventional towards the pop genre as she was able to display her toned figure, artists of the pop genre are expected to be attractive much more than artists from other genres such as hip pop or Rock as they are seen as being all round performers and entertainers who are always happy and ready to perform hence they are expected to be naturally ready for this at all times and always look the part. Spears's uniform was also tailored to make her appear more fashionable along with the added accessories in her hair and even the pink rubber on the top of her pencil. All of which are conventional towards the genre as pop stars are some of the most mainstream artists as their music is aimed towards the majority of adolescents who aren't quite sure who they are yet and are therefore more likely to be listening to popular mainstream music from the charts. These added fixtures worked as they were what was popular with girls of the target audience of the period. Seeing the audience doing things and behaving in ways which mirror their own behavior helps the audience to grow towards an artist as they see more of themselves in them and don't view their work as something alien which they wouldn't understand. 

The music video also displays codes and conventions towards the pop genre as there are many dance routines displayed throughout. Dance routines are conventional towards the genre as pop artists are thought to be all rounded artists who are more about their performance as a whole rather than just the quality of the music itself. Dancing also provides connotations of someone being happy which pop stars are expected to be as their songs are generally happy even if their slightly sadder lyrics the actual songs themselves are more up beat compared to songs of other genres. It is also conventional that the artist performs dance routines in different scenarios/settings throughout her music video as it really enforces the idea that she is happy all of the time and able to perform on demand. Which also follows the genre as pop artists are expected to be good well rounded performs who are more able to put on a show more so than artists of other genres who are more about the actual  quality of their music involving both the lyrics and the sound of their voice. The concept of Spears' dance routines being representative of her further talent also conforms to Dyer's theory as he states that talent/creativity are common values of stardom henceforth the artist portraying herself in this way presents her as following his theory. It is also beneficial for the artist to present herself within this way as it emphasis her talent and creativity to the audience therefore making her appear to be a better role model as she appears to be capable of more therefore urging the audience to develop further respect for the artist building upon the relationship between the two. 

The setting for Spears' music video is also conventional towards the pop gender as often within pop music videos the settings/locations are in largely populated places and pop is a much more social genre compared with others such as indie rock as they're generally more about having fun and encouraging dancing. However Spears' settings and locations weren't just relateable because she opted to use a school being a densely populated location but it is also conventional as it is an area of which Spears' main members of her target audience would view regularly as pop music being aimed towards children to older teens and Britney focusing mainly on attracting girls with her girlie connotations with her extras such as the pink rubber on the end of her pencil. 

Spears' music video also fits to Goodwin's theory as the theory states that there must be a relationship between the lyrics and visuals. Which is demonstrated as the artist is singing about/to a male character who is presented to be a previous lover who is then shown as she sings. This also helps the artist to apply narrative styled music video aspects to her music video which also follows Goodwin's theory which states that aspects of different music video styles are shown within each other. As the artist continues to sing to the male character she then sings "I shouldn't have let you go" to which the male character vanishes. This is beneficial as it encourages the audience to pay attention to the lyrics helping them to follow and understand them. As well as helping the audience to remember the lyrics as they are provided with a visual experience to place to the lyrics so to help them remember when they hear the song on the radio etc. or when they are singing it off their own accord. 

Yet another way in which the music video fits to Goodwin's theory is that the music video contains various different close ups of the artist which Goodwin's theory states music videos should as well as stating that it is likely that record companies will likely demand for these. As this is a visual style which helps the audience to build a relationship with the artist in various different ways. For instance the actual concept of the artist being physically close to the camera lenses suggests that the artist is attempting to reach out and become close to the artist as the audience feels like they are also closer to the artist because of this. This also suggests that the artist desires to connect with their artist as they don't shy away from the camera or try to cover themselves but they embrace it. Which represents the concept that the artist is hiding who they are from the audience suggesting that the audience can trust the artist and their music with the concept that they are telling them the truth in the lyrics without hiding anything which makes the audience feel as though they are more able to relate to the artist as they don't try to hide who they are and they are willing for this connection. Again the use of close ups allows the audience to view the artist in a voyeuristic fashion as they get to see the artists facial expressions up close providing them with a better view of the artist. Often people think that close ups are bad angles of themselves as they feel that they show up more of their flaws more noticeably henceforth seeing the artist through a close up and noticing that they still appear attractive really highlights this sense of the artist being a really attractive person. 

Close ups within 'Hit Me Baby One More Time': 

Dyer's theory also concludes that there are some common values of stardom. Such as youthfulness which is represented throughout Spears' music video as the audience are shown close ups of the artist's youthful face emphasising as well as the fact that the music video is taking place within a High school. Which produces connotations of youth as High school's are places where young people between a certain range of ages which are often stereotyped as being the best years of your life as they are old enough to know right from wrong and are provided with some further elements of independence compared to younger children, yet they are still provided with the safety and security of being looked after via elders working at their schools and via parents/guardians etc. attend. It is beneficial for the artist to present her youthful elements as often older audience members find themselves feeling envious of youth therefore finding the artist more attractive and therefore building more of a bond with her as well as wishing to embrace their youthful sides which they feel viewing this music video shall help them do as they feel a connection with the artist and therefore her touch of youth. This technique also enables Spears to form a deeper connection with youthful audience members which is beneficial as being of the pop genre many of her audience would be between the ages thirteen to twenty seven. Hence portraying this side to the artist attracts the audience to her and signifies to them that there are elements to the artist which they may find relatable. 

Another common value which Dyer's theory states music video that music videos should provide an anti authoritarian attitude which Spears does as it is evident that she is partying around the school with her peers, living out dance routines against her head teachers wishes. This is beneficial as it provides an element of humour to the music video providing the audience with more to add to their experience of the music video hence making a more enjoyable experience. Which is important as they shall tie this experience with the artist which shall continue to provide the audience with further connotations and impressions of the artist throughout her career. Referring back to the fact that the main costume for this music video worn by the artist is still considered a large part of her representation to the audience as a whole henceforth enforcing the concept that stars are treated more as objects or products than people. 

For this music video Spears' target audience includes that of the pop genre as she has evidently aimed her music video towards them considering the various different codes and conventions nodding towards the genre throughout.However it may be argued that this sector of the audience may be narrowed down further as it appears that the artist is aiming towards the younger audience members of the genre although the genre is predominantly thought to be made up of younger audience members the a lot of older members also enjoy the genre as it s made up of mainstream music which they would have heard a lot and therefore learned to enjoy however Spears isn't directing her music video towards the genre with this intention but simply aiming towards the younger audience. It may also be argued further that the artist is aimed more towards young girls as Spears takes on the role of a young girl going through the motions at school and is frequently showed in locations with would be relate-able to young girls as they are use to being in this places themselves for instance school is a mandatory place for young girls hence they shall recognise this and consider themselves to be able to relate to the artist more thus helping a relationship to form more easily between the artist and these audience members. Spears also directs her music video towards younger female audience members in a variety of other ways for instance when she is seen performing dance routines this is done with benefiting factors for these audience members as these are the ones whom are likely to view Spears performing said routines and want to practice them and perfect them. This helps to build on the relationship between the artist and the audience as the audience feel as though the artist is more fun and that engaging with them shall help them to involve themselves in their fun spirited ways. In contrast it is highly for an older male of the genre to take out these dance routines hence highlighting how the artist isn't attempting to suit her music video towards them. This was a good sector for the artist to aim towards as she was easily able to make her target audience feel as though they could relate to her so to endorse the essential bond needed to form between the artist and their audience so to ensure that their music is selling. At this time in her life Spears had just started out in her career haven't just left school however she left before graduating thus she was at an age where this audience where able to easily picture themselves in her shoes due to be of a similar age. This also meant that the artist herself was able to relate to the audience herself more easily meaning that the bond was able to form at a more natural and believable pace hence the audience were able to feel as though this was a genuine connection, strengthening the bond. 

A little while into her career Spear expressed her wide ability to brunch out and reach into other genres of music with her 2001 R&B hit 'I'm a slave 4 u'.

 

One way in which Spears' music video follows Goodwin's theory is that the music video demonstrates characteristics the artists chosen genre of R&B. For instance throughout the music video Britney is often seen performing by either lip syncing to the lyrics or performing various dance routines. A performance based music video is conventional towards the genre as often within the R&B genre artists perform as artists of the genre are thought to be rather 'cool' and obtain a certain attitude/image. 

The music video is also able to follow codes and conventions towards the chosen genre through the use of Mise en scene as often videos of the genre focus on the physical appearance of the artist. This looks at Spears 'showing off' often within the genre artists are seen as showing off on a variety of different levels either for their appearance, wealth or even connections within the industry etc. Spears shows off her figure yet again in this video however she has upped it a level since 'hit me baby one more time'. Since her first music video Spears appear to have become even more toned and wears her revealing outfits a lot more casually than she did in her first video. Whereas before it was almost done as a joke her in school uniform or in simple sports wear this time Spears is showcasing a costume which is a lot more casual yet still very revealing. This highlights to the audience that as Spears has grown with her music she has become a lot more comfortable in her sexuality. It also highlights how she has grown since her debut. Spears also appears a lot more sexuliased in this video compared with her first, she is ever made to look as though she is sweating in aid of this aid this is conventional to the R&B genre as artists are thought to be older than teens however still aiming towards them as well as being a lot more sexual. The concept of Spears following codes and conventions towards the genre follows Goodwin's theory as it states that music videos should demonstrate genre characteristics suiting to the artists chosen genre. 

Another convention towards the R&B genre appears through the use of setting. The video is shot in what appears to be a rather deserted location which appears a lot more grungy adding to the R&B scene the video needs. Not grungy in the sense of the grunge genre but in the sense of grunge in the R&B genre of going to deserted slightly a bit dirty and out of bounds locations to start your own party and have a good time. This shows Spears and her peers having fun but it a bit more of a grown up way compared to dancing in the school corridor or at sports events. As it is hinted throughout that they are trying out new things and having fun in a way that would mirror that of someone in there late teens to early twenties. This also fits Goodwin's theory as the video shares a relationship between the music and visuals as it ties with the lyrics; "All you people look at me like I'm a little girl well did you ever think I'd be ok for me to step into this world?" Highlighting how Spears is entering this new generation trying to come away from the labels enforced upon her by her early work and the audiences interpretation of it and her.

Mise en scene also further adds to the conventions of R&B as well as helping Britney to portray a change in herself through the changes in her hair and make up whereas in 'Hit me baby one more time' Spears is scene experimenting with having her hair up in different styles as a stereotypical school girl into the pop genre is thought to do would where as in 'I'm a slave 4 u' she is shown consistently with her hair down only it has been rather sexulised as it is made to look quite messy and sweaty implying certain connotations. Her make up is also a lot heavier and less natural in this video which is conventional towards the R&b genre as artists of the genre as thought to have a slightly darker more grown up look/image compared to artists of the pop genre.

Spears also follows Goodwin's music video theory as various different close up shots are used throughout the music video which Goodwin's theory make reference to as it is informed that the artist particularly a female audience is likely to be presented in a voyeuristic manner. This manners that the audience are made to view the artist within an attractive manner. Examples of this include the artists style of dance as she performs her routines, various Mise en scene elements including her costume, hair and make up, the effects which have been applied to her so to make it appear as though she is covered in sweat and the looks she receives of off other male counter parts within the music video. As they are seen to be viewing her in this way it demonstrates to the audience that it is acceptable for them to do this also as she is no longer the 'sweet little school girl' she once portrayed herself to be in her earlier work.

Goodwin's theory has also been followed throughout the music video as it is stated that there should be a relationship between the visuals and the lyrics as Spears lip syncs; "I really wanna do what you want me to" she is seen flaunting her figure as she dances to the male character from the above screen shot. This is beneficial as it helps the artist to really showcase her lyrics to the audience and ensure that they are able to understand them, grasp them and therefore know them which means that they shall be able to sing along to the lyrics improving the audiences overall experience of the song as many audience members say that they enjoy singing along to lyrics when listening to a song because they find it fun and it boosts their mood. It also helps the audience remember as they are provided with this extra visual experience so to help the lyrics remain within their brain.

Even the dance moves are a lot more sexual in Spears video previously highlighting how she really has grown up and even suggesting that her move to this genre came about through her desire to change and grow with her music. She no longer presented herself as a sweet innocent attractive school girl who liked to have fun dancing around and dressing prettily fitting to that of the typical 'pop princess' image. Now she was a matured R&B artist who had grown as a woman and had become more confident in herself as well as clearly having grown and experience more she had now lost her innocence. Again the concept of Spears performing a routine provides the audience with a further glimpse of the artists talent following Dyers theory as it allows the audience to see the artist as more of a performer than a human being which works within the same manner as the artist being treated like an object or product. As well as the common values of the artist presenting her talent/creativity being used so to demonstrate this. Again this is beneficial as it allows the audience to feel further respect for the artist as they embark further upon her different stages of talent urging them to view her as a better role model as she appears to be something who is very capable and talented therefore encouraging the audience to want to be more like this. The artists actual style of dance also provides the common value mentioned throughout Dyer's theory of sexual magnetism. As the artist is seen touching herself in what is thought to be inappropriate places as she dances leaning the audiences eyes towards these areas therefore encouraging the audience to think of the artist in a sexual manner as she is flaunting herself in a sexual way. This is beneficial for the artist particularly with the male members of the audience as it means that they are more likely to view the artist in such a way which builds more of a relationship between the artist and the audience as the audience view the artist in more ways therefore obtaining more feelings towards her which they will be reminded of when they see or hear of her.

Again throughout this music video Spears follows Dyer's theory via applying the common value of an anti authoritarian attitude as she is seen socialising with her peers in a location which doesn't appear to have been designed to house such social activities. The chosen location for the music video is important as it presents the artist as trying to go against the typical social conventions for the time the music video was filmed. Portraying herself to be more edgy and slightly dangerous. Which is different to the artist presentation of said value within her first music video highlighting how the artist wants the audience to view her as differently to how they had previously whilst also illustrating her growth as an artist.

'I'm a slave 4 u' also conforms to Goodwin's theory as the theory follows the concept that a music video should be performance, narrative or concept based with elements of each used within it each other. Which is apparent within said music video as Spears clearly conforms to a performance based music video as for the most part of the music video the artist is seen performing either by performing dance routines or lip syncing, often doing both. As well as there being evident references  to a narrative within the music video as the artist is seen aiming her lyrics towards a certain male character as she appears to be dancing for him which suggests to the audience that there is a connection between the two of which the music video revolves around.

Not only did Spears target a different genre considering her change from pop to R&B but the artist also targeted herself towards an older audience. Considering the change in her representation both through her physical appearance and her attitude constructed via the ways in which the artist carries herself, her mannerisms and the topics and suggestions implied via both the song itself and the music video. Spears is promoting a much more sexual side to herself hence no longer being a suitable artist for those belonging to younger audiences. However this doesn't necessarily mean that the artist was moving away from old fans but simply moving with them as they grew up. Although this is outside of the previous genre the two genre share may similarities the most important being that they both belong to the mainstream hence still suiting the same type of audience. However R&B is a bit more grown up whereas pop can be seen as being rather young as it is often thought to be a more innocent genre in comparison. This was a beneficial move as it meant that Spears was able to keep her old and loyal fans by growing with them meaning that her music didn't feel to young for them, it was good for Spears to stick with this audience as they had already felt a connection with the artist meaning that they would be more willing to accept this new side to the artist. It would also strengthen the concept of their bond as the artist feel as though they are really growing up with the artist and despite their differences e.g. fame and fortune that the artist is still able to relate to the audience and feels the same struggles that they do providing more to the relationship. However Spears was also able to adjust her representation whilst making this move meaning that she was able to aim her music more towards audience members who weren't yet fans of hers. Entering the R&B genre the artist was now able to attract audience members of the genre hence covering more ground meaning that she would be able to create more sales. The artist was able to secure this plan via applying codes and conventions towards the genre throughout her music video. For instance the sexual connotations which are demonstrated throughout as the artist dances in a much lesser innocent manner than she had been known to do previously touching herself in what are redeemed to be inappropriate places. Which is conventional towards the genre as artists of the genre are known for expressing their love towards others in a much more modern way and not being afraid to talk about their sexual relationships. This concept also meant that Spears was now able to attract older male audience members which she wasn't able to do so much before as she was cast as a sweet, innocent young girl hence this isn't seen as something older male audience members should want to be watching however watching an older attractive female artist is acceptable and seen as completely normal.

Spears recently reentered herself into the music industry with her hip hop hit from 2015 with female rapper Iggy Azalea 'Pretty Girls'

One way in which the music video follows the theory of Goodwin is that it meets the demands of the record label as it includes many close ups of the artists. This provides for a visual style which helps the audience to build a relationship with the artist. 

The music video follows many codes and conventions towards the hip hop genre in a variety of different ways for instance through the use of iconography. Money is seen flying around the artist this is conventional towards the genre as artists of hip pop are often shown to be showing off their wealth etc. They do this in a bid to make themselves appear more successful so to gain the respect and therefore interest of the audience. Once again Spears applies this technique within her music video following Goodwin's theory which states that music videos shall demonstrate genre characteristics towards their chosen genre which in Spears' case is Hip Hop. 

The music video follows a performance based style as well as following a narrative. It is rather stereotypical for hip hop music videos to do this as it enables the artist to showcase their various different talents to the audience whilst also providing them with a bit more to the music video keeping it a bit more interesting compared with a music video of the pop genre as hip pop is about more than just trying to encourage the audience to dance and enjoy themselves. Britney is seen performing as yet again she is lip syncing to the lyrics as well as performing dance routines something which Britney has continued to do throughout her career regardless of the genre as it presents her as a good well rounded performer which reminds the audience of her pop roots as pop artists are thought to be better well rounded performers compared with artists of other genres as they have more experience with dance routines etc. The narrative comes from the relationship explored between Britney and Iggy's  characters.  Again this is an aspect to the music video which follows Goodwin's theory which states that a music video will follow a performance, narrative or concept basis. With elements of each used within each other. 

The music video also displays codes and conventions towards the hip pop genre through the use of mise en scene considering the characters costume, hair and make up. Yet again Spears' costume is fairly revealing showcasing both her stomach, lower back and shoulders however this is conventional towards the genre as within the hip pop genre many artists are seen to dress in this way. Both female and male hip hop artists are seen to wear a lot of jeans which suits the genre a this is rather casual clothing yet the artist is also able to dress this outfit up without appearing over the top. Spears dressing in this manner can be seen to her fitting to the genre of hip pop by going against the social standard of dressing where this would be sense as the sort of outfit you would wear during the evening not during the day as it has connotations of going out and partying. 

Spears' hair is also conventional towards the genre as she has it 'crimped' which is often thought to be a rather 'ghetto' hairstyle which is conventional as hip hop is thought to be a ghetto genre. 

The music video also portrays conventions towards the hip hop genre through the use of location, as a part of the video is shot in the scenery of a night club, this is conventional towards the genre as this is the kind of place you would expect hip hop artists to hang out. Due to their style of music suiting that of dance and alcohol as well as socializing. 

Spears has managed to portray herself differently throughout the years through the use of experimenting and trying out different styles of genres. This has enabled her to provide to her audience different sides to her as well as showcasing her talent on a wider range portraying to the audience just how capable she really is. This provides her with further respect from fans as they are able to see for themselves how much Spears really does care for her quality of work. Trying out different genres has also enabled Britney to be able to reach different target audiences therefore gaining more fans.

Being a much later entry into career much has changed for Spears since her older music and the release of 'Pretty Girls'. The artist is now a mum and is now more settled and established artist even finding herself often been referred to with the title of 'princess of pop' this is because despite having branched out and experimenting with different genres the artist has maintained her bond with her original audience and kept newer audience members along with her building an empire of a fan-base.

 Within this music video once again the artist is aiming towards a mainstream audience being that her chosen genre hip hop is of the mainstream showing how Spears likes to stick to what she knows. However the artist has expanded her work and her style to this audience as she has provided various different codes and conventions towards the genre throughout her music video. Despite aging the artist is still keeping to her roots and aiming towards a fairly young audience not as young as her early work but around the same age as audience members whom would have been attracted to 'I'm a slave 4 u' and slightly younger. The artist has ensured that these audience members shall take her seriously as an artist who is aiming towards them as she has teamed up with young female artist of the moment Iggy Azalea. This also means that fans of Azalea are likely to become interested in Spears as they recognise the artists working together as meaning that they get along and have a mutual respect for each other. As they view that Azalea likes Spears and respects her work they decide that she is someone whom they should become interested in. Although the music video provides various different codes and conventions towards the genre of hip hop the artist also really focuses more towards female audience members. Considering the titles and the frequent feminist ideas and concepts noted throughout the lyrics. As well as the themes explored throughout the music video  including female friendship especially considering this is a pairing of two well known, successful female artists demonstrating that women are able to stand strong on their own or even together without men. Hence this is likely to urge female audiences members to become more interested in the artist as she paints herself to be a good role model for them as she is a successful, independent woman which is suggested throughout the song is something which they should aspire to be.

As you can see although Spears has made adaptions to her style of music and her representation as an artist of the years she has more or less stayed true to herself from the beginning regarding her musical work. Although she aimed to grow with her audience throughout the earlier stages of her career as she got older she choose to stick best to what she knew and aiming more so towards the younger audience and sticking to the mainstream in doing so. Spears has frequently changed between genres throughout her career so to keep things interesting for her fans meaning that she has been able to maintain their interest and therefore stayed relevant meaning that her music sales have been successful. Suggesting that it was the right decision for the artist to stick to what she knew best rather than continuing to grow with her original audience as this didn't necessarily suit to the styles of music she was known for and therefore it would have been a risky decision to see whether or not she would have been able to pull it off. This may have been damaging to her career as audience members would remember this and it would likely taint her image as this would lead to the artist been mocked which she might not be able to come back from as the audience don't want to be seen appreciating the artist music once her image has been tainted in such a way as it seems embarrassing to be interested in an artist people generally don't redeem to be good. Throughout her career the artist has made business decisions which made that she would be able to continue her ranking of success.