1. The document discusses Richard Dyer's "Star Theory" and how it applies to Kanye West. 2. It explains how West's star image has been constructed through various media to appeal to a wide audience and generate financial gain. 3. Key aspects of West's constructed star persona include his outspoken and arrogant personality, his fashion lines, record label, and marriage to Kim Kardashian, which have expanded his popularity and brand beyond just his music.

1. Richard Dyers ‘Star
Theory’
Applied to Kanye West

2. Dyer states that:
• A star is an image and not a genuine/real individual.
• The star is constructed from a range of materials, e.g. magazines,
advertisements, film, music etc.
• Stars are constructed by institutions, such as record labels, with the aim to
launch financial gain and target one specific audience/group of people.
But as many from that group as possible.
• The stars persona is a fictional identity, allowing no restrictions in terms of
musicianship. Therefore new forms of financial gain, e.g. fashion trends
have a wider spectrum.
•

3. Theory Breakdown
1. The making of the star
2. Construction
3. Audience & Institutions
4. Hegemony (Cultural Beliefs)
5. Character & Personality

4. The Making of the star
• Kanye West is largely known for his appearance as well as his musical career.
Whilst he continues to perform and release new tracks and albums, there’s
constant news stories based around his appearance and his persona. This
attention on his personality and what he does creates an image of himself
and therefore creates a star.
• He’s categorised as a rapper yet a large sum of his financial gain is formed
from his clothing range: Yeezy and his record label: GOOD Music. In
addition he’s the founder of creative content company: Donda and he’s
also a record producer.
• His star image was furthered when he married the well known individual Kim
Kardashian. This marriage took focus off of his music and instead focused
on him as a person.
•

5. Constructions
• Kanye’s personality can be seen as being ‘constructed’ by many as he’s
transferred from being a well known rap artist into a global figure, widely
known for his actions and antics on worldwide television.
• A recent example of this construction could be Kanyes on stage
announcement in front of millions of people, that he’ll be running for
president in 2020.
• In addition, his popularity has took a massive increase in recent years as his
clothing line released a shoe section that struck mass income as ‘Yeezys’
were worn by many celebrities, posted on all social media platforms and
become a highly ranked footwear selection for everyone.
• This fashion statement and arrogant personality is now seen as his selling
point and what he’s well known for and is what his fans are expecting.

6. Audience & Institutions
• Kanye’s purpose within his audience is to appeal to many and all ages if
possible but the large majority of his audience will come from ages 16-25.
However, It is questionable as to whether his audiences appeal of him is
based around his persona or his performances and talent. Either way his
original purpose was to make money.
• His original audience aim was for 16-20 years old as his first persona was as a
street based rap artist. As the popularity grew, his record label recognised
the potential for further popularity and therefore increased profit levels
and encouraged him to go on and enhance his reputation by creating his
own persona based on news headline stories and popular brands.
• In addition, his target audience will have branched out to more females of
ages from 12-30 as his relationship with Kim Kardashian developed.

7. Hegemony
• A prime example of Kanyes appearance would be when you look into his
clothing and footwear franchise. His brand is designed tailored to his
opinion and input. ‘Yeezy’ is a representation of what Kanye likes to see
and look for when he personally picks clothes for himself. When the public
and other celebrities then go out and purchase these items of clothing
and wear them themselves, that shows just how idolised Kanye really is. His
fans will adjust their appearance in order to look like him.
• Kanye’s social media and in particular, his twitter, is a mass arrangement of
all his online followers and fans as he has 15.7 million followers, yet only
follows Kim Kardashian. So them followers are fully intrigued to know what
he’s currently doing. He’s also able to promote events such as album
releases, tours and his brand.

9. Character & Personality
• Throughout his career, Kanyes personality has always been an outgoing,
confident one. But as his popularity and fame increased, so did that
confidence. So much so that many now see it now as arrogance. But
that’s now a key aspect of this newly developed persona and character
that the world knows of. Kanyes never been a large character, build wise,
he’s always been quite average, in height and weight. But as his fame
grew, his appearance became a bigger issue and aspect of his life. His
physique now-a-days in comparison to the old Kanye is much more
muscular and well kept. A transformation largely sourced from public eye
and opinion. This also increased the sex appeal towards any of his female
fans, luring them into focusing upon him more and purchasing more of his
produce. He’s seen as a much more dangerous and outrageous character
in the current day of age, a movement that his record label and himself
would hope would attract further popularity and income.

10. Character & Personality
• Throughout his career, Kanyes personality has always been an outgoing,
confident one. But as his popularity and fame increased, so did that
confidence. So much so that many now see it now as arrogance. But
that’s now a key aspect of this newly developed persona and character
that the world knows of. Kanyes never been a large character, build wise,
he’s always been quite average, in height and weight. But as his fame
grew, his appearance became a bigger issue and aspect of his life. His
physique now-a-days in comparison to the old Kanye is much more
muscular and well kept. A transformation largely sourced from public eye
and opinion. This also increased the sex appeal towards any of his female
fans, luring them into focusing upon him more and purchasing more of his
produce. He’s seen as a much more dangerous and outrageous character
in the current day of age, a movement that his record label and himself
would hope would attract further popularity and income.