Research: Dyer's Star Theory

What is star theory?
‘Star’ refers to a set of meanings constructed around music performers in order to sell the performer to a large and loyal audience base.  Dyer see’s artist as an artificial image presented to their target audience, even if they are being represented as ‘real people’.

Audience’s relationship with the industry and the star doesn’t necessarily have to be a positive thing, as long as the relationship is strong. It also depends on the audiences taste and the actual character.

Richard Dyer is an English academic, as of 2006 he is a Professor of Film Studies in Kings College London.

His 5 suggestions include:

• The star must be simultaneously present and absent for the consumer.
• The star must be simultaneously ordinary and extraordinary for the consumer.
• The star must have distinct ideologies views and ideals
• Have values that are personal to them
• Financial backing

The Difference between a performer and a pop star.
·         Performer – Is when an image is constructed to an artist and presented to the audience.
·         Pop star – May or may not be famous however, is there just to perform music

Dyer identified four key elements to recognise a star: 

- Stars and constructions

- Industry and audience

- Ideology and culture

- Character and personality
Stars as constructions

Stars are constructed, artificial images. Helps if their image contains a USP (unique selling point). The X-factor shows the construction process of how a individual/band is groomed and coached. 

Dyer believes the music audiences are made to believe that star that is seen to be real and genuine is actually a fake, artificial image which is created to appeal to a target audience. For example, Miley Cyrus who for years is represented as a sweet, innocent young teenager and now has broken out and proven that she is the total opposite of her traditional representation.

Industry and audience

Stars are manufactured to make money. Pop stars, whatever their nature, are quite clearly the product of their record company and they must be sold. There is always someone fresh to choose from. Another way is to produce a star with long lasting appeal, who once their brand is established, can cater to a fan audience for decades. Synergy is a way in which the artist could be promoted. Differing formats could be used and interacted with to gain a greater reaction from the public. Dr. Dre being a prime example, as he released electronic headphones which would enhance his popularity with the audience, and ultimately contribute to his success and the industry success.

Ideology and culture

Represents cultural values, attitudes and promotes a certain ideology
Audience interest in these values enhances the ‘Star quality’ and creates their star persona.
Social networks sites such as Twitter and Facebook now days give pop stars the opportunity to establish their own values outside their own music. This gives them a true insight of the Star and able to judge whether or not the star is constructed or genuine.

Character and personality

The star is a construct but a construct that has a foundation of realism. Stars provide audiences with a focus for ideas of ‘ what people are supposed to be like’ Stars may support hegemony by conforming to it by being thin and beautiful or providing a different perspective and being overweight and still loveable. For example Adele, as psychically she is not a role model or at a perfect weight but still is loveable because of her singing and personality. 

Control

- An artist doesn’t necessarily have as much control of their life as let’s say a film actor as an artist is continuously following instructions and being told what to do, how to dress and present themselves etc. compared to a film actor who has more of a freedom.
- TV programmes such as The X Factor shows us the audience how the construction progress happens as we get to see how an ordinary person’s star image changed as they are groomed and styled to look different in order to appeal to the audience.
- Stars are constructed by the industry, artificial star images are used to fit the industries needs of targeting and appealing to a specific target audience in order to make money off them.

Conclusion

Dyers theory is a significant theory in outlining the importance of star image of an artist. In my music video I would concentrate more heavily on the ideology and culture element of Dyers star theory. This would convey my star in a more clear way and the viewers could have more of a insight in his personality and beliefs of the star.