Research - Richard Dyer's Theory

Richard Dyer's 'Star theory'...

The term 'star' refers to the set of meanings constructed around singers in order to sell their music to a mainstream or loyal audiences but mainly mainstream due to the outcome of financial gain.

In Dyer’s book ‘stars’, he suggested ‘’that a film star’s image is composed by four different types of  ‘media text’: promotion, publicity, films; and criticism and commentaries. 

Richard Dyer’s ‘star’ theory is the idea of icons and celebrities having to be constructed and manufacture by institutions in order to have financial gain. Dyer defined what made a star within the film industry as a star having set meanings to their name in order to successfully sell the performer on a larger platform.

All stars have their own image in which this is the image that people can see in their head when we think of them. This is usually what the audience would see the star as, in which they are often recognised by their character in films. Quoted from his book 'Stars' - ‘’Dyer tends to favour ‘star image’; other theorists, however, refer more frequently to either ‘star persona’ or ‘star text’’. 

Dyer said; 

''Star image is incoherent, that it is incomplete and open...''

''Star must be simultaneously ordinary and extraordinary for the consumer.''

''The star must be simultaneously present and absent for the consumer''

Artist can be classed into two categories; either a performer or a pop 'star'. A performer is an artist who may or may not be famous and only cares for performing music whereas a 'star' is artists who's image haas been constructed to a certain audience. Meaning an artist image, music, portrayal in the media has been manufactured by their record label giving off the same and repetitive material to a target audience in order to repeat the their successful method of financial gain. For example Kehlani is an up and coming artist who is famous to mainstream audiences and is seen only tends to perform and care about the music whereas 'star' performers such as Tinashe, have created a mainstream image for themselves targeted to a specific audience.

Identifying an a 'star'

A star can be recognised through four elements;

-Stars and constructions

Audiences can identify the change in image of the artists for example, fashion trends and overall aesthetics or style/genre of music etc. This can be identified if or when their is a change in the artists career.

-Industry and audience

An artists record label can define a performers position and career in the industry as a record label can be known for signing successful past and present artists. For example, Jive records are known for signing Britney Spears, Chris Brown, Justin Timberlake etc. This then gives them additional recognition and a set audience just because of the record label. Record companies, identify, sell and produce the same, the same material!

-Ideology and culture

Stars can also be identified through their lives outside the music industry. This can be easy through the media especially social media due to it being such a wide platform and nowadays is one of the top methods of viewing up to date news. Artists ideologies and mindset can be judged by audiences such as if an artist is seen supporting charity work the audience would respond positively and support that artist whereas if an artist is seen acting deviant and reckless, the audience would respond negatively and neglect that artist. Audience interest enhances these values to enhance their 'star quality' and create their star persona.

-Character and personality

An artist overall character and personality can also be judged by the audience. This can be identified through social engagement, which is seen through social events, collaborations, interviews etc.
The star is a construct, but the construct that has a foundation of realism. stars provide audiences with a focus for the idea of what people are supposed to be like.

Although Richard Dyer's star theory focus' mainly on the performers in the film industry, it can be applied also to artists in the music industry, which i have done above, after researching and further developing my knowledge of Dyer's 'star' theory. This has also allowed me to further understand how stars can be identified and how they can be classed as stars.