Richard Dyer - Star Theory

 

Richard Dyer theorized that stars are commodities that are produced and consumed based upon the strength of their meaning. Their dependence on a range of subsidiary media (such as radio, social media, magazines etc.) stemming from their need for a constructed image. This image needs to be marketable to their target audience and is made up of a range of meanings that would be attractive to such audience. Dyer stated "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". This can also be applied to film stars, however, as their lines are written for them by a screenwriter, it is harder for them to sustain the same imagery and have a unique selling point as they move between contrasting film characters. 

There are 3 key components to this theory:

1. Construction - This is the stage where the management of the artist has a created images shown through various advertising that reinforces the artists meanings 

2. Commodity - Where the record label constructs their record to appeal to their target audience, the album cover or artist would be featured on a genre specific magazine, website etc. and be advertised as a commodity for the genre

3. Ideology - The artists created ideology (ideas) that they believe in that is easily sold to a mass target audience, making them easy to agree with would ensure a mass audience

A key example of this is the band One Direction. The band was manufactured by Simon Cowell after they
appeared as soloists on talent television show 'X-Factor'. After losing the show, were signed to Cowell's record label 'Syco'. This storyline began to build upon Dyer's 1st paradox, that "the star must be simultaneously ordinary and extraordinary for the consumer". The idea that they were ordinary boys put together on a large television show, who then became friends, fed into the 'ordinary' segment and their music soon made them 'extraordinary' and untouchable as a boy band. Their music aligned with the pop genre and their beliefs and ideologies, such as friendship coming first, purity etc., made parents happy to buy into their image for their children. Additionally, songs released such as 'What Makes You Beautiful' empowered young girls, boosting their 'good boy' image that fit into the pop genre. As the band moved further along in their career songs such as

 

'History' reinforced this idea of friendship and love for one another, their music video also feeding into the idea of 'storytelling' as it made the audience feel as though they had been on a journey with the band, it being very nostalgic. From the beginning to the end of their career as a band, they utilized social media to release 'behind the curtain' videos of them having fun together and becoming very close friends, videos of them laughing and having fun was very well received by their audience. It made them feel as though they were so far from the average person due to their image yet they did things the average person would do. This social media presence worked parallel to the second paradox that "the star must be simultaneously present and absent for the consumer". Ultimately, it is these elements in combination that made them one of the most successful boy bands in history.