2. RICHARD DYER - STAR THEORY
• 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; to make money out of
audience, who respond to various elements of a star’s personality by buying
records and becoming fans.
• His theory is spilt into three sections:
• 1. Audiences and Institutions
• 2. Constitutions
• 3. Hegemony
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 modeled around
fashion forward people so the audience can relate to her
as a person and also her music.
•
5. HEGEMONY
This is also know 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 behavior, 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. 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. 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.
