Research: Dyer’s ‘Star Theory’

RICHARD DYER'S 'STAR THEORY'

Richard Dyer  isa film critic currently professor in the department of film at King's College. He expands on the concept of Goodwin's star image by defining it in a more articulate way, identifying what makes someone a star and how these features are achieved. He also highlights the difference between a 'performer' and a 'star'. The need for star image in the music industry is expressed through paradoxical reasons. In greater depth, Dyer explains the four aspects of star image and links it to Adorno's pop culture triangle.

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"Star refers to the set of meanings constructed around singers in order to sell their music to a mainstream or loyal audience, but mainly mainstream."

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What makes someone a star?

• the 'double/triple threat', multiple talents including singing, dancing and acting.
• their appearance, the more attractive they are, the more attention they get.
• or to contrast, alternative appearances gain attention too due to their uniqueness. for example, Lady Gaga in a meat dress
• being mainstream. sold out albums, merchandise, concerts and other products is proof of fame and fortune
• being a role model or an idol. for example, despite Justin Bieber being a heavily criticized artist, he is an inspiration to his massive fanbase. 

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'Performer' vs 'Star':

• A performer essentially performs their music. They typically aren't a 'triple threat' but may be a 'double'. Performers provide entertainment and typically do not mark iconic moments in the music industry.
• Stars are much bigger and arguably better than performers. They earn more money, because their audience is wider - due to the extra things they provide. For example, a connection with fans through merchandise. 
• Or, appearances in Hollywood films that extend their audience even further. 
• Stars are idolized for the way they look, act and the things they say. Every star has had iconic moments, such as Britney Spears wearing her nude bodysuit in the 'Toxic' music video.

small concert - performer

big concert - star

One Direction merchandise

However, stars are at a greater risk than performers because of the brighter spotlight on them. They are human too, and when mistakes occur or changes in their lifestyles happen, the press portray it in a negative light which challenges the loyalty of such wide audiences. For example, Britney Spears going through her breakdown which was the beginning of her fall in the music industry. 

Britney's downfall

Some former performers have become stars in their own right, such as Ed Sheeran. He entered the music industry as a down-to-Earth vocalist/guitarist with not much money. Now, he is collaborating with more artists and is known all around the world.

Ed Sheeran has built his way up to these massive audiences

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According to Dyer, for star image to work it must contain some elements that apply both to the artist and the consumer.  

"Star image is incoherent, that is, incomplete and open"

• If a star such as Miley Cyrus were to remain the same innocent figure of Hannah Montana for her whole career, she wouldn't have reached the level of fame and success she has today. Like many stars, she 'grew up' and changed her image and style to appeal to older audiences. Critics regard her as 'reckless' and 'inappropriate', which people want to see, regardless of being a fan or not - her actions are unpredictable and people want proof. This grants her success. Star image constantly needs to change in order to maintain anticipation, hype and a strong reaction from consumers.

Miley cyrus before and after

"The star must be simultaneously ordinary and extraordinary for the consumer"

• Stars build a connection with their audience by withdrawing from the fame at time to display their 'real, 'normal' life, closer to those of the consumers. For example, the uproar about Rihanna's assault by Chris Brown reminded the world that she is a human being, causing her audience to be sympathetic and in anticipation of her next album which may draw upon the incident. Though at the same time, stars need to shine through skills and attributes that their fans don't have; such as the talent, the looks and the style. In essence, stars are seen as regular people who by chance have a lot more to offer than the regular person. A true pop-star has lasting significance and broad awareness among a wider market over a period of time.

Rihanna facing realism, beat by former boyfriend Chris Brown

"The star must be simultaneously present and absent for the consumer"

• Because stars do have regular lives like us, they may need to take a break from working. The music and other products that they offer needs to be engaging and receive viral reactions in order to ensure the repetition of consumption of the same content. Their inactive periods of time generate a hype around their next, new and upcoming style. Presence and absence become one when music has not yet be released, but promotion has started directly to fans through social media.

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STAR THEORY APPLIED: BEYONCE

Beyonce started off in girl group Destiny's Child. Even though the concept of a group is to combine talents, Beyonce was clearly the star out of all the members. She had the strongest voice, most memorable looks and indirect fame from husband Jay Z.

She then went solo and became a true superstar - she has a bigger name than any of the other Destiny Child members. Although Kelly Rowland, a former member, also went solo, she is not as influential and globalized as Beyonce is.

Beyonce has been shaped into a brand; consumers can buy into her in alternate ways than her music. For example, she has multiple perfumes released in her name, including 'Heat' and 'Heat Fever'. These extra media platforms are used to enhance her fame and fortune, as well as reach out to her audience.

Through Beyonce we can identify the elements that make a true star. She is incoherent; her music videos have ranged from feminist perspectives in 'If I Were A Boy', futuristic in 'Sweet Dreams', and vintage in 'Why Don't You Love Me'. 

She is portrayed as ordinary through her healthy marriage with Jay Z and young child, things we generally aspire for in life. Furthermore, in a documentary she exploits the hard work that goes into her performances, as well as her strong faiths within the Church. However, those performances are big, exhilarating and not achievable by the average person which makes her extraordinary.  

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STAR THEORY APPLIED: X FACTOR

Programmes such as The X Factor show us the supposed  process of constructing a star. An ordinary person is groomed, styled and coached into fulfilling a set of record company and market expectations. 

X Factor is questioned in the sense that some people believe it is scripted - for example, some acts are told what to sing and editing processes portray them in a bad light to ruin their potential. Zoe Alexander, a 2012 contestant, went 'crazy' after negative feedback. 

In the comments, an attempt has been made to uncover the truth about this:

"Someone posted the full script. Apperantly when she said "You told me to sing Pink", she continued saying that the producers back stage told her so, she kept looking backstage to hope to get the producer on stage, but they cut that out, to make her look even crazier. Also when her dad went on stage, the dad gave a speech about how the producers told her to sing pink, but the judges then just said that they are not responsible for what song is played, they're only here to judge the audition. Basically they told her that they don't give a sh**, and that's when the girl started swearing. Again, this entire part was cut out to make her look even crazier. Reality TV at it finest! Editing until it looks like you have a crazy person on stage."

This supports the idea of star image, or no star image, being a construction. Superstars are controlled by people in power; the 'bourgeoisie' or social elites. This is known as hegemony, and links to Adorno's theory of popular culture.

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The four main aspects of star image are industry and audience, ideology and culture, character and personality & star theory with pop culture.

INDUSTRY AND AUDIENCE 

• stars are manufactured to make money
• pop stars, whatever their nature, are evidently the product of their record company and must be sold
• record companies produce what sells and use a factory process to sell it; no difference between old and new albums
• stars have long-lasting appeal which caters to audiences for decades.

IDEOLOGY AND CULTURE

• stars represent cultural values, attitudes, and promote certain ideologies.
• audience interest in these portrayals enhance star quality and create star persona - such as a role model.
• social network gives pop stars the opportunity to establish their own ideas on a more personal level than through mainstream music.

CHARACTER AND PERSONALITY

• stars are constructs, though those constructs have a foundation of realism.
• many stars draw upon issues that most people can relate to, like romance.
• stars promote a focus for expectations on how to be, which contrasts with their realism. 

STAR THEORY & POP CULTURE

• In-between the division between classes are individuals of hegemony. These are the popstars that form the masses’ false consciousness of the world by presenting ‘dumbed down’ ideologies.

• These individuals can be regarded as puppets of the Bourgeoisie, for what they exhibit is controlled by those social elites. 

• Therefore, an artist's star image is dependent upon what they are told to do.

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This theory is important because it highlights every aspect of an artist; not just their talents. How they become stars is broken down into the four steps. It also explains what being a star means for the record label and for the consumers. In my music video, star image theory will not apply in large amounts because the focus will not be on the star. I intend to go down a niche route of music genre, and as Dyer highlights, niche artists are performers rather than stars. I have chosen this option because I want to demonstrate the creativity than can go into making a music video, which star image may steal the spotlight from. I would like my artist to have personality traits such as mysterious or lost - because I don't think music that everyone can understand is worth the consumption. Music is art, therefore it should not be made easy. I would like to show this through my artist by creating uncertainty around who she really is.