Richard dyer’s star theory

1. RICHARD DYER’S
STAR THEORY
Sayema Begum

2. Richard Dyers star theory is the idea that icons and celebrities
are manufactured by institutions for financial gain. He believes that stars
are constructed to represent 'real people' experiencing real emotions.
Stars are manufactured by the music industry to serve a purpose and to
make money out of audience, who respond to various elements of a
star’s personality by buying records and becoming fans.
A star’s image becomes a readily recognised sign that is used in many
different media forms. Starts can use the fact that their image has
meaning, by allowing it to be used for advertising purposes.

3. Audience and Institutions
Stars are made for money purposes alone. Increasing the brand identity
benefits the institution, as they become a household name, increasing sales
in all of the media platforms they are in. The institution then models the
artist 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.

4. Character and personality
A star begins as a ‘real’ human but the star’s transformation process turns
them into a construct. Starts provide audiences with focus for ideas of what
people are ‘supposed to be like’, e.g. for women to be beautiful/thin,
conforming to hegemony, or by subverting it, e.g. having thicker women,
making them seem funny or loveable.

5. It is easier for pop starts to establish their character and personality,
than film starts. A pop star’s persona needs constant nurturing.
Madonna has adapted and changed her persona to keep her fans
interested.

6. Hegemony
This is also known as 'culture'. It is the idea that the audience relates to the
star because they have a feature they the share or admire with the star.
Some fans may attempt to replicate the star in their behaviour, what they
and what they do. But this could also be a negative impact as some stars
often are heavy drinkers and drug abusers.
For example in the 60's and 70's there was an increase of illegal sales of
cannabis due to The Beatles being open about using it. Stars represent
shared cultural values and attitudes, and promote a certain ideology.
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.

7. A star may start a fashion trend, with masses of fans copying their hairstyle and
clothing. Stars benefit from cultural discourse for example, via their Twitter feed. Now
more than ever before, social networks give pop stars the opportunity to establish
their own values outside their music.

8. Lady Gaga tweets frequently about issues, and expects her “Little Monsters” (The
name of which Lady Gaga calls her fans) to engage with that discourse just as much
as she expects them to listen to her music.