Star Theory- Richard Dyer

Stars As Constructions
Richard Dyers believes that stars and artists are constructed through different types of media and advertising such as in films, in magazines and through music. However he claims that this is not what consumers want, consumers want artists to be individuals and be themselves instead of being groomed. A real artists can use this as their unique selling point.

Industry and Audiences
Richard Dyers believes that record labels construct images and marketing techniques for individuals purely to make themselves more money by targeting certain audiences. So record labels need to create different images for different artists so they they have an artists that appeals to every different type of target audience as they are both niche and whole markets.

Ideology and Culture
Richard Dyers star theory suggests that artists become trendsetters in a sense that audience members will imitate what clothes they are wearing and the different hairstyles that they use. The audience may start to believe that the artist believes culturally or religiously. The internet now means that audiences can access the personal lives of stars much easier and can therefore imitate their whole lives if they wished too.

Character and Personality
Richard Dyers suggests that although some of the artists are purely made to make money they are portrayed as 'real' people to the public and audiences. Stars support the hegemony/ dominant ideology of there generation or time and portray it as 'us'. And many stars are representations of the contradictions and ideas of the music industry.