- "The star must be simultaneously ordinary and extraordinary for the consumer"
- "The star must be simultaneously present and absent for the consumer"
- "Star image is incoherent, that it is incomplete and open.."
He also suggested that there was a difference between a performer and a pop star. Dyer stated that a performer may or may not be famous and that their role is to just perform music without considering their popularity or finances. However he also believed that a 'pop star' is an image constructed to an audience in order for them to sell music and for the audience to buy into their lifestyle.
When recognising a star, there are four different elements:
1. Stars & Construction:
When a star is created they are seen as a social product that allow the audience to buy into their lifestyle. With the help of shows such as 'The X Factor' the process of promotion and construction is exposed to 'ordinary' people who aspire to be 'stars'. Shows like this show how 'normal' people are groomed, styled and coached into fulfilling a set of record company and market expectations. An example of this type of construction through a talent show is the girl band Little Mix who all started as individuals but only had star potential as a group.
Before:
Before:
After:
2. Industry and Audience:
Within this theory Dyer believes that stars are manufactured to make money. He also believed that whatever the nature of the pop star, they will always be a product of the record company they belong to so in this case they have no option but to be sold. He also stated that record labels identify what sells well within a mainstream audience so they will produce the same kind of thing over and over again. Richard dyer pointed out that there's always someone fresh to choose from. Another way is to produce stars with long-lasting appeal, who once their brand is established can cater to an audience for decades. An example of this would be Michael Jackson or Beyonce. 3. Ideology and Culture:
The Star Theory stated that stars represent cultural values and attitudes. Dyer proposes that stars promote a certain ideology that the audience take an interest in and then these values enhance their 'star quality' and create a new unique persona for each star. Social networks give stars a substantial platform to establish their own values and attitudes outside of their music.
4. Character and Personality:
"The star is a construct, but the construct that has a foundation of realism." Dyer believed that stars provide the audience with a focus of "what people should be like". He also stated that stars may conform to the idea hegemony which may influence a mainstream audience into believing into a certain ideology. An example of this would be how Taylor Swift is represented as, tall, skinny, pretty and barbie doll like so the audience will also want to look like this. However an artist like Meghan Trainor who is still extremely successful although she is not skinny, tall and model like challenges this ideology it shows that stars are products who feed to all different types of audiences.Controlling star image is a difficult job. This is because the artists are not aware of the impact they are having on their audience. However they also need to maintain a certain image and certain values in order to sell their music and stay within their record company. As a social product these stars become role models to a younger generation and have to balance many different responsibilities when selling to their target audiences. Most of the time pop stars do not have control upon their own careers and so then the process of becoming a social construct starts.
To conclude it is evident that Dyer's Star theory is extremely significant because it exposes the process of becoming a social construct in the music industry. In my music video I aim to represent my artist as someone who shares the same ideology and cultural characteristics as my target audience. I persist on meeting this aim as this my artist will then definitely have a more loyal and stronger audience to sell to.
