2. Richard Dyers star theory is the idea that states that icons and celebrities are
manufactured by institutions for financial profit. He states that stars are
constructed to represent 'real people' experiencing real emotions so that
they can fit in with the audience, this allows the audience to relate to them,
this is why stars are sometimes shown doing ‘everyday’ things in music
videos, although this is not very common. Stars are portrayed by the music
industry to serve a purpose; to make money using audience, who respond to
elements of a star’s personality by buying records and becoming fans.
What is the theory?
3. Stars are created for money purposes alone. Increasing the brand identity
benefits the institution they serve as they become a household name
increasing sales in all of the media institutions and platforms they are in.
The institution then models the artist and their emotions around the target
audience they choose. For example Lady Gaga, according to Dyer, was
modelled around fashion forward people so the audience can relate to her as
a person and also her music. The way she dresses is very obscure and weird
this draws attention to her and makes her easy to remember and recall from
memory, rock bands like you me at six continue to dress in dark clothes and
have long messy hair as this fits in with the ‘rock’ stereotype.
Audiences and Institutions
4. The constitutions side of his theory states that the star is built for an
audience, and is not an individual person.The star is built with someone
signature to them that differentiates them from other stars significantly, for
example Lady Gaga’s obscure fashion. Actor Jason Statham is now typecast
because of the way he has been constructed, he has now typecast as a ‘hard
man’ with a cockney accent mainly because of his previous roles.
Constitutions
5. This is also know as 'culture'. It is the idea that audiences relate to the star as
they have a feature they share or admire with the star allowing the audience
to relate to the star in a subconscious manner. Some fans may attempt to
replicate the star in their behaviour, or fashion as they admire them so
much.This could regarded as a negative impact as some stars often are
heavy drinkers and drug abusers/addicts. For example in the 60's and 70's
there was a dramatic increase of sales of cannabis due to The Beatles being
open about using it.
Stars represent shared cultural values and attitudes, and promote a certain
ideology (ideas). Audience interest in these values enhances their 'star
quality', and it is through conveying beliefs, ideas and opinions outside
music that performers help create their star character to their fans. A star
may start a fashion trend, with masses of fans copying their hairstyle and
clothing.
Hegemony/Culture
