Dyer's Star Theory

Richard Dyer is an English academic who currently holds a professorship in the department of film studies at Kings College London. His theory is known as the ‘star theory’, the indication that famous celebrities are produced by big organisations for economic reasons. He considers that famous icons are assembled to characterise people of today’s society who may be going through a certain situation and undergoing certain emotions. Famous stars are produced by the music/film industry to show a purpose for something; to gain money from the audience, who believe they may share something in common such as culture, religion, race with the star and therefore may consider buying their album/ film or be a fan.

His theory is sectioned into three parts:

One of which is audiences and institutions, this is considered by Dyer that famous icons and celebrities are only produced just for financial gain. This concludes of growing the brands individuality and uniqueness which is formed as big institutions begin to have a rise in sale in all different media platforms. Another way in which big companies try and grab the audience’s attention is by allowing the artist/actor/actress to present themselves to a specific target audience they may choose. For example Lady Gaga, Rihanna, Justin Bieber and many other popular artists are used to signify industries work whether this is fashion, apps etc. This not only allows industries to have an increase financially from the artists but also it is a chance for the artist to gain a bigger fan base and not only love them but for their music too.

Dyer’s constitution theory is based upon that stars are made for the main interest of the audience and not just significantly grounded upon a specific individual. The icon is produced in order to relate to their audiences, but allows the artist to feel different to the rest of the other icons making them feel unique.

Lastly his theory consists of hegemony in other words culture, it is the idea that fans or audiences may share a certain feature or belief in something with the icon. Therefore, may look up to them in order to relate to them whether this is physically or mentally, such as imitating their fashion and behaviour. This does not always have a positive effect as for some icons doing drugs and alcohol is part of their life and therefore some fans may replicate this; which will have a negative effect. For example in the 1960’s The Beatles had a massive influence in this era. There was a rapid increase in cannabis due to The Beatles being widely open about using cannabis, consequently, this also had an impact on those who looked up to them. This also includes Amy Winehouse who took drugs frequently. Icons also share culture, beliefs and values and support or promote a certain ideology. Social networking is a huge media platform nowadays, which fans use to see what is going on in their star’s life when not creating music. For example some artists tweet their thoughts and opinions on something, influencing their fans on their ideologies they may have.

Star theory is a process which takes place in the music industry, it is a procedure which the music industry have turned to in order to gain money, such as presenting famous icons to represent their product in other words to earn money but at the same time, expanding the artists fan base and individuality. However this is not just presented through artists representing a product but with the lyrics which are used by the artist; which allows audiences to relate to the artists and share a certain belief. It is not about having the perfect fashion sense or having a perfect personality, it is based upon the fact that if their record sells and if the artist themselves are unique and different to the rest. Spectators and industries play a huge role in the music industry as it is a win for both parties as each party gains something out of this.

I would like to present my artist Christina Aguilera in the theory of star in a way where not only does she have a wide fan base but is unique and has something to give every time an album is in the making. This allows her to be different to the rest and have the public focus their attention on her and talking about her. Not only that but presenting her ideologies to the public, this could be about any ideas she may have which can either be about important issues such as charity workshops etc. This can have a huge impact on those who may be less fortunate, this will also make the audience interconnect with the artist and would want to share the same values as her.