Point 1:
Lady Gaga used marketing via digital technology when producing and releasing music videos in order to promote each of the five singles that she released from the album 'The Fame' . These music videos were cleverly designed in order to gratify her target audience with a specific mode of address . An example of this if visible in the music video of Paparazzi when the opening shot of the sun , her mansion and gardens via external shots , internal shots are then used to allow the audience to feel like they are invited into the home of Lady Gaga giving her audience a sense escape into the world of being famous. Iconography is used to aspire an audience into riches and glamor , Paparazzi allows an audience to gain information into a different lifestyle. Paparazzi highlights the rebelling towards the similar themes of 'girl power' that the Spice Girls incorporated to gain a heavily female dominated audience. In Paparazzi a clear narrative is set out for a mainstream audience to feast their eyes upon as Lady Gaga overcomes an abusing boyfriend who sells her out to the Paparazzi this makes an audience sympathise Gaga as she stands up for herself this narrative structure will force an audience to use the two step flow theory to talk about her rebel gaining a greater audience.
Point 2:
Lady Gaga uses social mediums such as twitter and instergram to communicate with her fans. By using these mediums it allows her social networking to her teenage fan base to be in connection with everything that happens in tour out of tour her day to day life this is used to promote and sell her albums. By using social media as a digital technology strategy to increase her marketing. By gaining a relationship with the her fan base by using social media they feel a sense of belonging as she uses parasocial interaction gaining over 33.5million followers who will receive every tweet posted giving direct communication to her fans allowing promotion of sales. Lady Gaga uses social mediums to gain an audience as she asked her fans to ask questions ,over 54000 questions were uploaded onto the forum for her to respond this social interaction allows her fans to gain a sense of identifying with others to gain social integration. By applying the cultivation theory to the use of social media a fan would buy out to the interaction and would by the album because she has tweeted its on offer or exclusive.
