Star Image for my A2 media Coursework

1. Star Image
Ancillary Planning

2. Richard Dyer
• 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. Audiences 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. Constructions
• Richard Dyer suggests that the star is a construction rather than a real
person.
• This star is constructed through music videos, advertisements,
concerts, etc.
• Using Lady Gaga’s fashion as another example, she may wear
outrageous clothing in public in order to make a controversial fashion
statement, but I doubt that she would do the same in the comfort of
her own home.

5. Lady Gaga’s controversial clothing
• Angered vegetarians by wearing a ‘meat dress’.
• Wore a ‘gun-bra’, uncomfortably close to a recent high school
shooting (Sandy Hook Elementary).

6. Hegemony
• We relate to the star because they have a feature that we admire or
have ourselves.
• Admiration in the performing industry can easily turn into idolisation,
others also may attempt to copy features of the star.
• This can be as harmless as copying Cheryl Cole's vibrant hair colour.
• However, negatively it could be copying Miley Cyrus' outrageous
lifestyle of little clothing and substance abuse.

7. Ordinary and Extraordinary
• Another part of Dyer’s theory is that to gain maximum popularity and
liking from the audience a star must possess an extraordinary talent
but also must be ordinary so that the viewers and fans can relate.
• An example could be Adelle who is an ordinary women from London,
who speaks and acts like most of the public.
• However, she possesses the extraordinary talent of having an amazing
voice which people will idolise.
• This as well as being a good role model is very important to ensure
that you are considered a star without having to regularly change your
looks and do controversial things to stay noticed.