Star Theory: Richard Dyer

Introduction to media theory

Common values of music stardom

• Youthfulness
• Rebellion
• Sexual magnetism
• An anti-authoritarian attitude
• Originality
• Creativity/talent
• Aggression/anger
• A disregard for social values relating to drugs, sex and polite behavior
• Conspicuous consumption, of sex, drugs and material goods
• Success against the odds

Stars and Stardom
The term 'star' refers to a set of meanings constructed around music industry/ performance to sell the artist to a large audience. Some stars aren't talented but are marketed, sold and created as star- sold to the audiences as 'A stars'.

Richard Dyer is a Film Studies professor at King's College London. He is known for his research on the role of stars in film, TV and music.

Notes on Dyer's theory:

• A star is an image, not a real person.
• Star is constructed out of a range of materials, e.g. videos; artwork; performances; media appearances; etc.
• Star are commodities produced and consumed.
• Stars depend on subsidiary media- e.g. magazines, TV, radio, internet- used to construct an image which can be marketed to their target audiences.
• The star image is made up of meanings which are attractive to target audiences.
• Part of the image constructed is through the use of a USP (Unique Selling Point)- creates an iconic imagery that can easily be associated with the artist + help to sell their star image.

USP: Music star vs Film star

Pop stars have advantage over film stars- their image is more consistent and not dependent on the input of others (e.g. screenwriters).

The star image can change over time. Their ideology might develop over time to reflect the change in their audience grows up or they attempt to find a new one.

Richard Dyer's star theory states there are three main features that make a star:

1) The star as a construction

The images of the artists are shown through - advertising, television, magazines, etc.- created by their management. Can be shown as humble or crazy- helps to sell them to a specific audience.

2) The star as a commodity

The star is constructed by their record label to appeal to their target audience. E.g. "Music magazines feature bands or artists on the front cover as their image becomes the commodity that attracts the target audience to buy the music magazine."

E.g. Macklemore refuses signing record deals because they don't want their image to be controlled- meaning their success is theirs.

3) The star as an ideology

Ideology- what the band/artist represents and believes in.
E.g. Spice girls represented girl power and friendship.


The star image is incomplete and 'open'. This is because it is based upon two key paradoxes.

Paradox 1
"The star must be simultaneously ordinary and extraordinary for the consumer."
E.g. Someone to look up and relate to.

Paradox 2
"The star must be simultaneously present and absent for the consumer."
E.g. Audience knows all about them, who they are and what they represent.


Star image- designed by the label through media products and marketing tools to sell to the audience. The better the image the easier to sell.


Changes/opportunities

Social media has a huge impact on how stars are constructed. Social media is used by record labels to give backstage footage- to connect and share with the audience. Has a huge impact on how stars are constructed.

Example of Star persona: Lady Gaga

Lady Gaga is an America pop singer, she became hugely recognized by her single "Just Dance" which changed the pop culture. Throughout her music career she produced other iconic songs such as "Born This Way", "Bad Romance", "Poker Face", "Paparazzi", etc.

Clip of Lady Gaga's Telephone videoclip

Gaga shares some common values of music stardom such as rebellion, sexual magnetism, an anti-authoritarian attitude, originality and creativity/talent and a disregard for social values- drugs, sex and polite behavior, etc. She is known for pushing boundaries and disregarding society's perception of normality.

Gaga's alternative sense of fashion and extreme music videos are the artist's USP. Her iconic looks are easily recognizable/associated with the artist. She is perceived as a controversial, intriguing character but to certain audiences relatable.

Gaga is open to sharing her personal views on her views on fame, sex, feminism, self-empowerment, sexuality, overcoming her addiction, etc. As a bisexual woman she supports the LGBTQ community- who looks up/relate to her- and is considered a gay icon. She express her view through her song "Born This Way".