[CLASSWORK] How do music videos create a sense of collective identity?

Over time music videos have changed dramatically causing collective identities to mediate through time.
"Identity is complicated" David Gaunlett says this and is demonstrated via music videos in creating a collective identity. By looking at successful artsists such as Rihanna, we can explore how she has changed as an artist and an individual over time which has had an effect on the youth too.

In her music video "What's My Name" we see her hair colour to be red which was the first video which revealed the change of her and her appearance. Shortly after this, many girls followed this trend and also dyed their hair red, having a similarity to Rihanna and others around them, creating a sense of collective identity.
Richard Dyers theory is “A star is an image constructed from a range of materials” also known as the 'star theory'. In other words, a star has been created and marketed by the management. This is done so it can help benefit the company to increase sales as Rihanna is looked up to by many young girls. By continuously changing her look, styles and dance moves in her music videos portrays her as a changed artist which causes others to create a collective identity.