17 Richard Dyer Stars theory

Learning Objective: To apply Richard Dyer's Stars theory to a celebrity of my choice.

Key words: Manufactured, constructed


Richard Dyer's 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. 

• Dyer proposes that: A star is an image, not a real person, that is constructed (as any other aspect of fiction is) out of a range of materials (eg advertising, magazines etc as well as films music).
•  BRIEF DEFINITION OF A STAR 

Icons and celebrities that have been constructed by institutions for financial gain and to target one specific audience/group of people.

• This persona of this star is a fictional identity thus  not restricting the star to musicianship, many ‘STARS’ introduce new aspects to their brand such as fashion trends or charity work.
• DYER’S THEORY CAN BE BROKEN DOWN INTO SECTIONS:

1. The making of a star
2. Constructions
3. Audience and Institutions
4. Hegemony (Cultural Beliefs)

5. Character and personality

• Rihanna is a prime example of Richard Dyer's idea of a star
• MAKING OF A STAR

Pop star Rihanna/RiRi is known for her identity which is not bound by her singing career. 

She was formally a pop performer only. Record label Def. Jam RocNation transformed her into a pop star after her album‘Good Girl Gone Bad’.

She had a celebrity boyfriend who became present in most magazine shoots and attended premiers and famous parties. These are known as pseudo events. 

People now recognise her not just for music but for her behaviour which they find out about through social media. She now has a huge star identity.

•  MAINTAINING STARDOM

Richard Dyer insists that true pop stars have lasting significances if they make sufficient sociological or cultural impacts if not they will be forgotten by all but their most avid fans within a few years.Rihanna has a charity what has made impact. The Believe foundation (founded by RiRi, 2006)outlined goals of aiding 10,000 people in need of bone marrow transplants, the foundation also wants to recruit and register donors; with the help of Rihanna the foundation raises brand awareness. The foundation would leave a lasting affect on people after her fame making her a ‘true pop star’.

•  AUDIENCE AND INSTITUTIONS

Stars are made fundamentally to make money. The music institution then models the stars image around the target audience.Rihanna is modelled on what trends are being set, her persona’s character and personality are based on what is the ‘right now’ trends

• CHARACTER AND PERSONALITY 

Dyer's theory suggest that stars are made to make money and that purpose aloneAlthough the star starts as a ‘real’ human in institution they are transformed so they can provided a image of their time and culture. Audience can see how Rihanna went from being curvy to skinny as the trends have changed.The audience tend to read them as not-entirely-fictional, as being are very much of their time and culture, the product of a particular generation. The star provides audiences with idea of what they are meant to be like.

• CONSTRUCTION OF A STAR

The star is built solely for an audience, not the person. Rihanna was constructed by Def.Jam Roc Nation (her record label) with hair-dos, fashions and other USP’s to differ from othersFor example you can see how she has changed in time to be different

• HEGEMONY (CULTURAL BELIEFS)

Hegemony in Star theory is that we (as the audience) can relate to the star as we admire or share what they are experiencing. This develops into idolisations. 

Rihanna has a massive following in magazines, social networking sites and so on so the audience can see her actions everywhere. Some attempt to replicate what they like about the star, but this can be negative to the stars as they are seen as role modes. Rihanna can be seen as role model to 13+ females, but as a ‘bad girl’ she isa bad influence because she is spotted smoking drugs, abusing alchol and taking nude photos as well as staying in a relationship with a alleged abusive boyfriend. 

Rihanna is seen to deal with young people's issues and so appeals to a young target audience.

Task 1:

Use the handout to name your favourite star.

Choose one only.

• List 3 reasons why they are your favourite star. What gives them star status?

Possible reasons could be the genre of the texts they work in, the type of character they are seen to be, what do you like about how they appear in interviews?

• Write a paragraph on how the star has changed over the course of their career; ask yourself if you did not used to like them and do now? Vice-Versa? Why is this?
• How has the star been constructed? 
• Do some research to find out how they have promoted themselves and the texts they have appeared in.  Are there any interviews or do they use social media extensively?