Anthony Giddens

Artists such as avril lavigne go against this theory as she's portrayed in the media as a skater chick to go against the norm of mainstream artists such as katy perry and rihanna as sex icons for the male gaze, to create a subculture for her target audience (teenagers) to enjoy her style of music rather than having fans because of being branded as a sex icon and having that as the selling point of her music so that the audience are listening because they like the song, however avril lavigne is getting success in other ways because she has her own brands of perfume being a actress and a fashion designer which helps promote her in the music industry, I think shes created her representaion to stand out in the music industry because of all the compettion to be succesful but shes created her own brands to help her without having to be a sex icon or releasing new singles every month so shes not like most other mainstream female artists.