Star Theory - Richard Dyer

Stars as Constructions

Dyer believes artists are constructed through artificial images such as advertising, films, magazines and music. He claims that consumers prefer artists to convey their true emotions themselves and not be groomed by record labels who try to create a fake image for them. A 'real' artist can use this as their unique selling point.

Industry and Audiences

Richard Dyer also believes that stars are manufactured to make money for their record labels by appealing to target audiences. As a result of this record labels have to cater different artists for certain target audiences as there are both niche and whole markets. Examples of record labels doing this can be seen through Mirror branding, both Rage Against The Machine and Joe McElderry are signed to Sony Music.

Ideology And Culture

Another one of Dyers beliefs within his Star Theory is that artists become trendsetters in the sense that audience members will imitate hairstyles and artists clothing styles. Artist may have certain religious beliefs and cultural values that audiences may also pick up on if shard by the artist. The internet has meant audiences now have far greater access to the 'personal' lives of stars.

Character and Personality

Presented as 'real' human beings, Stars support hegemony/dominant ideology of their time/generation - glorified versions of 'us'. Stars are representations of the contradictions/reinforced ideas of the music industry.