Research: Dyer’s ‘Star Theory’ of music videos by Jemar

What is star theory?

The term ‘Star’ refers to a set of meanings constructed around music performers in order to sell the performer to a large and loyal audience base.  Dyer see’s artist as an artificial image presented to their target audience, even if they are being represented as ‘real people’.

Audience’s relationship with the industry and the star doesn’t necessarily have to be a positive thing, as long as the relationship is strong. It also depends on the audiences taste and the actual character.

Richard Dyer:

Richard Dyer says stars are constructed in order to satisfy and appeal to a certain target audience.

• ·         Said star image is incoherent, that it is incomplete and ‘open’.
• ·         Star must be simultaneously present and absent for the consumers.

The Difference between a performer and a pop star.

• ·         Performer – Is when an image is constructed to an artist and presented to the audience.
• ·         Pop star – May or may not be famous however, is there just to perform music.

Pop performers are often described as pop stars as they promote their status and image by their management. However, a true pop star has a long lasting significant and has ‘brand awareness’ amongst a wider market over a period of time.

Richard Dyer’s four elements to recognising a Star:

• ·         Stars and constructions
• ·         Industry and audience
• ·         Ideology and culture
• ·         Character and personality

Stars as constructions

• ·         Stars are constructed, Artificial images
• ·         Image contains a Unique Selling Point

Dyer believes the music audiences are made to believe that star that is seen to be real and genuine is actually a fake, artificial image which is created to appeal to a target audience. For example, Miley Cyrus who for years is represented as a sweet, innocent young teenager and now has broken out and proven that she is the total opposite of her traditional representation.

Industry and audience

•  Stars are manufactured to make money
• Pop stars are the product of their record label (Must be sold)
• There is always someone fresh to choose from, Another way is to produce a star with long lasting appeal who once them and their brand is established can cater for a target audience for decades.  For example, Justin bieber.

Ideology and culture

•  Represents cultural values, attitudes and promotes a certain ideology
• Audience interest in these values enhances the ‘Star quality’ and creates their star persona.
• Social networks sites such as Twitter and Facebook now days give pop stars the opportunity to establish their own values outside their own music. This gives them a true insight of the Star and able to judge whether or not the star is constructed or genuine.

Character and personality

• ·         Star is constructed however, the construction has a foundation of realism
• ·         Star provide the audiences with a focus for ideas of ‘what people are supposed to be like’
• Some stars may support the hegeomony which is the dominant cultural ideologies by confronting it head on or by providing differences.

Control

• An artist doesn’t necessarily have as much control of their life as let’s say a film actor as an artist is continuously following instructions and being told what to do, how to dress and present themselves etc. compared to a film actor who has more of a freedom.
• TV programmes such as The X Factor shows us the audience how the construction progress happens as we get to see how an ordinary person’s star image changed as they are groomed and styled to look different in order to appeal to the audience.
• Stars are constructed by the industry, artificial star images are used to fit the industries needs of targeting and appealing to a specific target audience in order to make money off them.

Conclusion

This star image theory has been very useful in my planning on how i will go about representing my star/band as i have gained a better insight on how much control the artist actually has on their own life and how they choose to present themselves. I believe i will allow my artist to show his or hers true colours as this will allow them them to form a better relationship with the audience in order to appeal to them.