Star Theory : Richard Dyer
All big stars have something in common:
- Youthfulness
- Rebellion
- Sexual magnetism
- An anti-authoritarian attitude
- Originality
- Creativity/talent
- Aggression/anger
- A disregard for social values relating to drugs, sex and polite behaviour.
- Conspicuous consumption of sex, drugs and material goods.
- Success against the odds.
Stars and Stardom
Dyer Star theory "The term 'star' refers to the semi-mythological set of meanings constructed around music performers in order to sell the performer to a large and loyal audience".
The idea that they are no different than anybody else with a talent, it's just how they are marketed, sold and created, which is as a star.
Richard Dyer
- A star is only an image - not a real person. It is constructed out of a range of different materials, videos, artwork, performances and media appearances.
- Stars are commodities, being produced and consumed on the strength of their meanings.
Dyer says, stars depend on a range of different subsidiary media (magazines, TV, radio, the internet) in order to construct an image of themselves which is then marketed to their target audiences and are attractive to their target audiences.
The idea of selling a person rather than the talent.
Iconic imagery
Sometimes a record label can take it that step further and create a USP (Unique selling point) of these artists. By creating an iconic image that can you can easily associate with a star which further helps sell their star image.
The star image can change over time as their ideology develops and over time reflects the change in their audience as the audience grow up or the attempt to find a new one.
Richard Dyer's star theory suggests three main features that make a star:
1. The Star as a construction
Images of the artists that are portrayed through advertising, television, magazines etc, have all been created by their management.
2. The Star as a commodity
The star has been constructed in a way that appeals to their target audiences. Certain music magazines which feature bands or artists on the front cover as their image becomes the commodity that will attract the target audience to buy to magazine. Their image is controlled.
3. The Star as an ideology
The band or artist actually representing the values and beliefs of what they are selling. They can make this fit the target audience to gain a larger audience. For example the Spice Girls, they represent girl power and friendships.
Fundamentally Richard Dyer believes the star image is incoherent, it is incomplete and 'open'. Dyer says that this is due to be based upon two key paradoxes:
1. "The star must be simultaneously ordinary and extraordinary for the consumer" - someone you are able to relate to but also look up to and ideologies.
2. "The star must be simultaneously present and absent for the consumer" - we know about them, who they are and what they stand for but we don't know enough to get sick of them. We will always want more, so we buy more music, watch interviews, purchase merchandise and see them live.
Social media
The biggest new impact on the star image. Used by record labels to provide the viewers / audience with a 'behind the curtain' and intimate look at your star. They are able to connect and share with you directly. This has a huge impact on how stars are built and constructed and how they sell themselves.
Task:
ARTIST: Travis Scott
HOW THEIR STAR IMAGE IS BEING CONSTRUCTED?
- Went out the Kylie Jenner
- Has a child with Kylie Jenner
- Close relations to the Kardashian family
- Attractive
- Target audience is teens and 20s
- Rap artist
- Large social media platform
- Dynamic performer
- Used to date Rhianna
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