Richard Dyer's star theory proposes that celebrities are constructed for financial and institutional reasons. The theory includes three categories: constructed stars who gain popularity through media promotion rather than real personality; commodity stars whose public image is crafted to sell merchandise; and ideologists who act as role models through their behavior and charitable causes. Justin Bieber exemplifies all three categories as his early social media promotion constructed his stardom, his merchandise sales make him a commodity star, and his charity work positions him as an ideologist.

1. Richard Dyer’s Star
Theory
Bartek Wielblad

2. Richard Dyer’s Star theory
Richard Dyer’s Star theory
Richard Dyer’s star theory is a theory which creates celebrities for institutions and
financial reasons. The theory can be split into three categories:
A constructed star
A commodity star
Ideologist

3. Constructed Star
Constructed star -
Through Richard’s theory a constructed star is not a real person. It is a star which is made for money
purposes. They gain their popularity through social media,magazines,music videos and advertising.A
constructed star is star which is only popular for money through various media platforms.
Dyer’s definition:
“A star is an image not a real person that is constructed (as any other aspects of fiction is) out of a
range of materials (eg advertising, magazines etc as well as films [music]).” - Richard Dyer, 1979
Example of a constructed star -
Taylor Swift is an example of a constructed star. Through having many short relationships with many
other stars she has boosted her profile and her publicity which all fits into gaining popularity of
someone else.

4. Commodity Star
Commodity star -
The commodity star is a star which makes profit off merchandise such as fan t-shirts,hats,bags and many other things. These star’s use this
merchandise to make a lot of money for the record labels.Record labels use these stars and create more of stars like this to make more
profit of their merchandise.
Example of a commodity star -
The Wanted is a boy band and it fits into the criteria of a commodity star, this is because their record label’s boost their profiles in order to
sell more merchandise which means more profit for the record label. Record labels construct these type of stars in order to make them
appeal more to their audience to again make more profit.

5. Ideologist
Ideologist -
The last part of the theory is a star which is an ideology. This means that the star acts as a role model
to their fan base. Fan’s try to copy their behaviour and style by wearing the similar clothing and
speaking the same way.
Example of an ideologist -
Jessie J is a great example of an ideologist this is because Jessie J has previously (2013) shaved her
head for a charity event called Comic Relief. This has inspired many of her fans to donate to charities
to help others.

6. Artist that suits the ideals of a
pop star figure
Justin Bieber is started his career in 2008 after posting videos on social media platforms such as
YouTube. He posted song covers and he got recognised and signed to RBMG. This shows that Bieber
fits into the constructed star part of the star theory as he began on social media and that is where he
promoted his music.In late 2009 Justin released his first debut EP called ‘My World’. He became the
first artist to have seven songs from the album to be on the Billboard Hot 100 chart.He debut was
also certified platinum in the USA. Justin bieber has his own merchandise for every tour. His record
label has appealed him to his target audience and produced merchandise that his fans/audience will
want to buy which will gain profit for the record label and the artist. This is shows that Justin is also a
commodity star as he is selling merchandise in order to make money.However he not only has
merchandise for every tour but he also supports many charities such as Pencils of Promise, Project
Medishare which is in Haiti, City of Hope and many more. He raises money from the money he makes
of the album sales and also from the tickets which are bought by the fans for his tours. He gives a
certain percentage to these and more charities which makes him fit into the category of a ideologist.
Therefore Justin Bieber fits into Richard Dyer’s star theory and this makes him a pop star.

7. Conclusion
From this research i have found out that for us to create a
successful music video we will need to make our artist appeal
to be a pop star. Nowadays a pop star boosts the merchandise
sales and therefore meaning more profit for the record label.
The pop stars are just fake images of artists which are
portrayed to the audience as perfect role models.