Research: Dyer’s ‘Star Theory’

What is Star Theory?

Star refers to the set of meanings constructed around singers in order to sell their music to a mainstream or loyal audience, but mainly mainstream and it means more money. Star theory differs from star image as star theory is applied to pop stars and suggests that a star is an image and not a real person, as they are constructed are institutions for financial gain and audience appeal. The stars are constructed through a range of media such as magazines, and advertising.

Who is Richard Dyer and what does he say?

Richard Dyer is is British media theorist and constructed the 'Star theory' claiming that...

- " Star image is "incoherent, incomplete and 'open'..." - He claims this because it is based on two key paradoxes which includes:

- "The star must be simultaneously ordinary and extroadinary for the consumer"- This paradox means that the star must be ordinary so that the audience can relate to them, but they m

ust also possess an extraordinary quality or talent so the public can idolise them. For example, Gwen Stefani is ordinary as she is a mom with three kids, however, she is extraordinary as she has a unique voice, making her an idol in the public eye.

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- "The star must be simultaneously present and absent for the consumer"- This suggests that the artist must be present in the audiences life through their appearance on TV, social media and through their merchandise, however absent in a way they are 'out of reach' and not actually there. The stars absence also suggests that they should not continuously be in the public eye as this could be tedious for the audience, instead, a lack of presence is likely to make the audience anticipate the stars next actions. For example, One Direction are a key artists that is part of young children and teenagers lives, they are likely to own their posters, merchandise such as perfumes and calendars. 

What is the difference between a performer and a pop star?  

Duffy

Rihanna

 There is a difference between a performer and a pop star, a Performer may or may not be famous, but can perform music. Whereas a pop star has an image which is completely constructed to an audience. An artist which is a performer and not a star is someone like Duffy, she is not known very well but she is an amazing singer which lacks ultimate fame, as she is not globally successful or recognised by a mass audience. On the other hand, a pop star is an artist who is famous and performs to mass audiences. A true pop star does have a lasting significance and has a 'brand awareness' amongst a wider market over a period of time. For example, Rihanna has become a brand through the use of synergy, promoting her perfume, calendars, adverts etc. As a result, a pop stars image is constructed to an audience.

Dyer has identified four key elements to recognising a star:

• Star theory - Stars as constructions:

Richard Dyer states that the star is a construction and not a real person. This helps selling their image to a unique selling point. Film stars have their image based on roles they have in films. Music stars have more of an advantage over film stars because they are freer in expressing themselves, which could be dangerous at the same time. For example, being too explicit or controversial in their music video can offend audiences, making them lose their fan base. X Factor is a prime example of showing us the supposed construction process. This shows how an ordinary person can groomed, styled, coached and formed into a ‘Star’ or a record company and build their market expectations.

 

A prime example is the band One Direction. They came into the X factor competition as solo artists in 2010 and was put together as a boy band. The five boys didn’t know who each other were, they were complete strangers. They were put into a band to create a cute, attractive, jolly boy band who will attract a huge teenage fan base who are mainly girls. They blew up in the UK and was constructed into extremely attractive young boys who appeal to young teenage girls.

• Star theory - Industry and audience:

Stars are manufactured to serve the purpose of making money out of the audience by ensuring that they buy the artists records and become loyal fans. Pop stars are shaped by their record companies, as they are quite clearly the product of their record company and must be sold However, Lady GaGa is a very controversial character as she is very clear with her audience. She acts how she wants without worrying if her audience will judge her. Dyer believe that if an artist acts themselves then the industry will love them. Lady GaGa is an artist that likes to experiment and try new ideas which helps her to grab the public. When she increases her fan base, this helps her record company to manufacture Lady GaGa again and again. For example, her fashion style entertained the audience because she had done something very weird which was different to the audience. 

• Star theory - Ideology and culture:

Stars represent attitudes from their own beliefs and cultural values, and promote a certain ideology they believe and agree which create their own star persona. Audience interest in these values enhance their ‘star quality’. Social networks give pop stars the opportunity to establish their own values outside their music. For example, Sia tweets frequently about Feminism issues, and expects his fans to engage with that discourse just as much as she expects them to listen to his music.

• Star theory - Character and personality:

Dyer also suggests that stars are transformed into different personalities and they also need to have a range of different characters. This is important because this will help the artist to have a connection with their audience. Stars provide the audience with the idea of 'what people are supposed to be like' and may support hegemony (dominant cultural ideology) by conforming to it (thin/beautiful) or providing difference (fat/still lovable). For example, certain  artists  like Jennifer Lopez, Alicia Keys, Rihanna and Arianna Grande provide the audience with the idea of 'what people are supposed to be like' due to their appearances, as they have the ideal 'bodies' encouraging all girls to portray them as role models, and trying to reflect their appearances. This links to hegemony as the media promote this, encouraging all girls to conform to the cultural ideology of looking thin and beautiful. However, other stars promote a difference such as Adele who are portrayed as 'chubby and loveable' going against hegemony, and suggesting that it is acceptable and normal to be different.

How much control do artists/band have on star image?

 In my opinion, I believe for a star to be successful in the long run, they need their image to be constructed by a manager figure. For them to build their career and gain a secure/loyal audience, at the beginning they have no power over their image in order to be successful and become as famous as they want to be. Once a star has been in the industry for a while and has secured a large fan base, they can have their star image in their own hands and make their own identity because they have the power.

Conclusion:

Dyer's theory is important as it determines how an artists success is a result of their image being constructed to benefit their success, the music industry and to appeal to the audience. This theory is important because it represents how famous people are formed to entertain the world, such as: Katy Perry, Rihanna, Beyoncé, Selena Gomez, etc. This theory shows true colours to artists and expresses their inner thoughts or how fake they can be. However, I want my artist in my music video to show character and personality. I would like to show a real situation with inner feelings being expressed so audiences can relate to the music video and think about the events happening in the narrative of the music video. I don’t want to be mainstream with the typical visuals of men wanting to have sex with women and women disrespecting themselves by dancing in a sexual manner, I want something different and unique within my artist. I want the artist to be naked, but not being unclothed, being real within themselves through the music video. In my music video I would like the artist to show character and personality within their music video, whether in a happy manner or not.