Richard Dyer's 'Star Theory'

 

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. A stars persona may be constructed to the current trend of the audience. Richard Dyer split this theory into three sections:

1. Audience & Institutions 
2. Constitutions
3. Hegemony

Audience and Institutions

 

The 'star' is constructed upon current trends, by institutions, which appeal to a specific audience. This is done to build a household name for the artist and to also receive more reception for the artist which will thus increase the institutions profits and gains. 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. I can incorporate this section into my work by analysing the genre of music I am planning to make a music video for and research more into the target audience. Constitutions does not differ very much from audience and institutions as they talk about mostly the same things.

 

Hegemony

 

This is also known as 'culture'. It is the idea that the audience relates to the ‘star’ due to the fact that they share a certain or a number of traits with the ‘star’. Some fans may attempt to replicate the star in their behaviour, personality and appearance. However, this could also be a negative impact as some stars often are heavy drinkers and drug abusers. For example in the 60's and 70's there was an increase of illegal sales of cannabis due to The Beatles being open about using it; this is a clear example that the audience was heavily influenced by the Beatles behaviour and in a sense the stars actions can be seen as the actions to follow. Stars represent shared cultural values and attitudes, and promote a certain ideology. Audience interest in these values enhances their 'star quality', and it is through conveying beliefs, ideas and opinions outside music that performers help create their star character to their fans. A star may start a fashion trend, with masses of fans copying their hairstyle and clothing. Stars benefit from cultural discourse for example, via their Twitter feed. Now more than ever before, social networks give ‘stars’ the opportunity to establish their own values outside their music. Lady Gaga tweets frequently about issues, and expects her “Little Monsters” (The name of which Lady Gaga calls her fans) to engage with that discourse just as much as she expects them to listen to her music. I can also incorporate this into my own work by analysing the type of culture that exists within the genre of music I pursue to make a music video in. I can explore in what ways I can exploit the culture traits into my work.