Richard Dyer- Star Theory

Richard Dyer - Star Theory

Richard Dyers 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. 

His theory is spilt into three sections:

1. Audiences and Institutions 

2. Constitutions 

3. Hegemony

Audience and Institutions 

Stars are made for money purposes alone. Increasing the brand identity benefits the institution as they become a household name increasing sales in all of the media platforms they are in.  The institution then models the artist around the target audience they choose. For example Lady GaGa, according to Dyer, was modeled around fashion forward people so the audience can relate to her as a person and also her music. 

Constitutions

This is more or less the same as the audience and institution part of his theory. 

Hegemony  

This is also know as 'culture'. It is the idea that the audience relates to the star because they have a feature they the share or admire with the star. Some fans may attempt to replicate the star in their behavior, what they and what they do. But this could also be a negative impact as some stars often are heavy drinkers and drug abusers. For example in the 60's and 70's there was an increase of illegal sales of cannabis due to The Beatles being open about using it. Stars represent shared cultural values and attitudes, and promote a certain ideology. Audience interest in these values enhances their 'star quality', and it is through conveying beliefs, ideas and opinions outside music that performers help create their star character to their fans. A star may start a fashion trend, with masses of fans copying their hairstyle and clothing. Stars benefit from cultural discourse for example, via their Twitter feed. Now more than ever before, social networks give pop stars the opportunity to establish their own values outside their music. Lady Gaga tweets frequently about issues, and expects her “Little Monsters” (The name of which Lady Gaga calls her fans)  to engage with that discourse just as much as she expects them to listen to her music.