Research: Dyer's star theory

Dyer's star theory

In Richard Dyers theory, the term ‘Star’ refers to the set of meaning constructed around music performers in order to sell the performer to a large and loyal audience. There are series of meanings constructed around performance and music to promote the star to a large audience.

Richard Dyer is an English academic, as of 2006 he is a Professor of Film Studies in Kings College London.

His suggestions include:

• The star must be simultaneously present and absent for the consumer.
• The star must be simultaneously ordinary and extraordinary for the consumer.
• The star must have distinct ideologies views and ideals
• Have values that are personal to them
• Financial backing

Difference between performer and pop star:

Star performer: Image constructed to an audience

Pop star: May/may not be famous, just performs music

Pop performers are described as pop stars. Promoted to this status by their management. A true pop star does have a lasting significance and has ‘brand awareness’ amongst a wider marker over a period of time.

Dyer identified four key elements to recognise a star:                                                                                                                                                                                                                                       Stars as constructions – Stars are constructed, artificial images. Helps if their image contains a USP. The X-factor shows the construction process of how a individual/band is groomed and coached.

Why might pop stars have an advantage over film stars in their image?

More ownership over what they do, whereas actors have a director, script which is more structured than a pop star. Could lead to losing a fan base, works against pop stars.

Industry and audience – Stars are manufactured to make money. Pop stars, whatever their nature, are quite clearly the product of their record company and they must be sold. There is always someone fresh to choose from. Another way is to produce a star with long lasting appeal, who once their brand is established, can cater to a fan audience for decades. Synergy is a way in which the artist could be promoted. Differing formats could be used and interacted with to gain a greater reaction from the public. Beyonce being a prime example, as she released her new perfume brand 'Beyonce Heat' which would enhance her popularity with the audience, and ultimately contribute to her success and the industry success.

Ideology and culture – Stars represent cultural values and attitudes, and promote a certain ideology. Audience interests in these values enhances their ‘star quality’ and create a star persona. Social network gives pop stars the opportunity to establish their own values outside their music expressing political ideologies such as George Michael ‘ Shoot the dog ‘

Character and personality – The star is a construct but a construct that has a foundation of realism. Stars provide audiences with a focus for ideas of ‘ what people are supposed to be like’ Stars may support hegemony by conforming to it by being thin and beautiful or providing a different perspective and being overweight and still loveable. For example Adele, as psychically she is not a role model or at a perfect weight but still is loveable because of her singing and personality.

Conclusion:

Dyers theory is a significant theory in outlining the importance of star image of an artist. In my music video I would concentrate more heavily on the ideology and culture element of Dyers star theory. This would convey my star in a more clear way and the viewers could have more of a insight in his personality and beliefs of the star.