2. About Richard Dyer
Richard Dyer is an English academic who is currently holding a profession in
the Department of Film Studies. He specialised in the relationship between
entertainment and representation of race, sexuality and gender.
Richard Dyer proposes that a star is a image, not a real person that is
constructed out of a range of materials such as; advertisement, magazines as
well as film. This became to be known as the ‘Star Theory’. Dyer’s theory is the
idea that celebrities are constructed by institutions for financial gain to target
one specific audience or group of people. Dyer said stars are commodities,
produced and consumed on the strength of their meanings.
3. Dyer’s Theory in 4 section
1.Stars as construction
2.Industry and audience
3.Ideology and culture
4.Character and personality
4. A celebrity which fits in with Richard Dyer’s idea of a star is Hip-hop/ R&B singer
Rihanna.
5. Hip-Hop/R&B star Rihanna is a Barbadian singer, fashion designer and
songwriter. Her career began when meeting record producer Evan Roger in
2003 through mutual friends. After creating demo tapes with the help of Evan,
they were sent of to many different record labels and she was shortly signed
to Def Jam Recordings. Both of her debut albums Music of the sun (2005) and
A Girl like me (2006) reached top ten in the US billboard, creating the start of
Rihanna’s career.
Rihanna has sold over 41 million albums and 150 million songs worldwide.
She has achieved 13 number one singles on the Billboard Hot 100 chart,
making her one of the youngest and fastest solo artist to achieve this record.
6. Stars as Construction
Stars are constructed, artificial people even if they are represented as ‘real
people’, experience real emotions. If a star has a unique selling point
(USP) it helps them as they have something which can be copied to help
their image. For instance, Justin Bieber had a USP of his ‘hair flip’, this
made him an attraction in his audience's eyes as most people thought it
was cute and attractive.
Dyer proposes that “A star is an imagine not a real person that is
constructed out of a range of materials (e.g. advertising, magazines
etc as well as film)”.
Rihanna was constructed by Def Jam Records Nation with new hair styles,
fashion, relationships and other USP’s. For example from the picture we
can see how Rihanna has transformed over time to be kept in the spotlight
as a ‘star’.
7. Industry and Audiences
Music industry’s manufacture stars to make money out of audiences who respond to various elements
of a star’s personality by buying records and merchandises. Record companies nature and shape a
star into what they are, an example of this is X-Factor, we can see the process of a person becoming
a star.
Dyer says “Stars are commodities produced and consumed on the strength of their meaning.”
Music Industries today are very aware of the range of audiences it needs to cater too. Many industries
have provided its audiences with a range of commodities all with different appeals. One way in which
this is done is by creating new stars who produce a range of different genres so there is always
something new and fresh, for instance PSY (Gangnam Style), Ylvis (What does the fox say), Yolanda
Be & Cool DCUP (We no speak Americano) etc…
Rihanna’s persona is constantly being modelled into what new trends are being set. For instance her
fashion, hair, style, tattoo are changed to keep in date with everyone and set trends.
8. Ideology and culture
Stars of today represent shared cultural values and attitudes which is used to
promote a certain ideology. Audience's interest increase a celebrity's ‘star
quality’ through idolization. For instance a celebrity can create a new trend
and have millions of fans copying their fashion, hairstyle or personality. Due to
social media, celebrities are given the opportunity to establish their own
values outside of their music, an example of this is Lady Gaga who tweets
constantly about LGBT (lesbians, gays, bisexuals and transgender) issues
and raises awareness to her fans to engage with the situation. Another
example is Kanye West who uses social media as an advantage to post
informational status based upon racism.
Rihanna have over 51 million followers on Twitter and over 81 million likes on
Facebook, she also have a wide following on magazines, other social media
sites and many more. Rihanna can be seen as role model to many different
people, but as a ‘bad girl’ (a name she calls herself on her Instagram
account), she can be seen as a bad influence due to smoking, drinking and
taking drugs. As she is a role model, fans who idolize her can start to copy her
actions.
9. Character and personalities
Throughout the process of creating a star, a person starts of as a ‘real’
human and is then constructed into something everyone wants to see.
Star’s provide audiences with a image of what people are supposed to look
like, for instance a woman is meant to be seen as thin and beautiful.
Although stars are seen as ‘real’ humans in institutions, Dyer suggests that
stars are made to make money and that purpose alone.
As Rihanna became a worldwide known celebrity she had made changes to
herself to fit in with the new trends and looks. For instance, in the making of
her career as a singer, Rihanna had lost some weight to fit in with the ‘ideal’
look of how a woman celebrity should look. She also had a nose job done to
fix her nose into something which is seen as ‘perfect’ or beautiful for a
woman.
10. Reference
(2008). Richard Dyer's Star Theory applied to Pop Stars. Available:
http://www.mediaknowall.com/as_alevel/Music/music.php?pageID=popstar. Last accessed 25th Sep 2015.
