GENERIC RESEARCH - Richard Dyer 'Star Theory'

Richard Dyer - Star Theory 

Richard Dyer came up with the concept of Star Theory. This theory is the idea that icons and celebrities are shaped and manefactured by institutions for their own financial gain and benefit. Dyer believes that stars are constructed to represent 'real people' who expereince real emotions.

Dyer's theory is split into three sections:

1. Stars as Constructions
2. Industry and Audiences
3. Ideology and Culture

Stars as Constructions
Dyer believes that stars are constructed through music videos, magazines, advertising etc. It helps if the star has a USP that can be easily copied or parodied. Pop stars over the years who have a unique image include the likes of Justin Bieber with his hairstyle, Bono with his glasses and Miley Cyrus with her 'twerking' phase. These pop stars are all well known for these things.

Bono from U2 

Industry and Audiences

Stars are manufactured by the industry for one purpose - to make money out of an audience who respond to various elements of a star persona by buying records. Record companies 'groom' and shape their stars to what they think that dominant audiences want. This is why often many boybands and teenage bands are fairly similar in terms of style. 

Dyer says: 

"Stars are commodities produced and consumed on the strenght of their meanings."

Ideology and Culture

Stars represent shared cultural values and promote certain ideologies. Audience interest in these values often enhances their star quality and it is through conveying these ideas and beliefs that their star persona is built. A star may often initiate a fashion trend or maybe something deeper than this through their opinions. Twitter is often a place where they can initate these trends or voice their personal opinions.

 Lady Gaga is an example of this as she often tweets about LGBTQ+ issues and this gains her media attention and allows her to grow as a star.

Beyonce has beliefs that women are strong and independent and this is expressed through the lyrics in her music and many people believe in what she is saying and so they listen to her music and she get's money from this.

Beyonce

This theory links with Andrew Goodwin's Music Video Theory as both talk about the appearance of the star and how this gains the insititue revenue.