Richard DyerStar Theory

Starter Task

• Is Laura Mulvey’s theory proved correct? Are women seen as sexual objects in the media? Explain.

• What could be a down fall of Mulvey’s theory?

• Why do you think the media portrays women in this way?

Down falls of Mulveys theory

• Women are seen as sexual objects in the media and are there for voyeuristic pleasure. However they may like to represent themself in such ways as they feel powerful and desirable to both males and females.

• Media also portrays men in a sexual way and are now more sexualized for women to seek pleasure from.

• Because the media has influenced how women are represented it is hard to change that perception.

Aims

• To understand the key areas of Richard Dyers Star theory.

• To be able to apply this theory to ‘stars’ in the media.

• To summerise the star theory in a shooting star

Task 1 • In the centre of your page write down the

name of your favourite pop star.• Create a mind map stating the reasons why/

what makes this person a star, what qualities do they possess that makes them a star and not just a celebrity?

Richard Dyer Star Theory

• Richard Dyer’s Star Theory is the idea that icons and celebrities are constructed by institutions for financial reasons and are built to target a specific audience or group of people. Dyer’s theory can be broken down into 3 sections:

• Audience and Institutions• Constructions• Hegemony (Cultural Beliefs)

He states

• “stars are commodities that are produced by institutions”

• “A star is a constructed image, represented across a range of media and mediums”

• “stars represent and embody certain ideologies”

• Audience and Institutions – Stars are made to make money for that purpose alone. Audiences want to consume what they think is the ideal (or made to believe is the ideal. The institution then modifies the stars image around the target audience. They make a star based on what they think the audience want, think of X-factor auditions they are looking for the ‘full package’ they want to please the audience as they are what will make the star a success or not.

Which is more desirable and why?

• Constructions – The star is built for an audience and is not an actual person, a persona is created for the audience to identity with and so stars can differentiate between different stars and why they like them or not. The star is built specifically with someone's signature to them that differentiates them from other stars, for example Lady Gaga’s outrageous fashion, Katy Perry’s bright hairstyles, Amy Winehouse's beehive and eyeliner.

• Hegemony (Leadership or dominance, especially by one state or social group over others)– We relate to the the star because they have a feature that we admire or share with them. This develops from an admiration into an idolization. Some people may attempt to replicate what they like about the star, but this can be negative as even though stars are seen as role models. Some times these stars can be bad role models as the pressure of the media takes its toll and they engage in behavior which may be negative this may impact on how the audience act as they may copy negative actions as the believe this to be ‘cool’. Girls often tend to want to be slim and beautiful, and men muscular and in shape.

• Richard Dyer says that Stars are constructed to an audience so they can relate to them. Stars are made to be consumed and made money from, they are ‘personas’ not real people.

• Pop stars often have a persona so people can relate to them, it also helps if they have a USP so an audience can copy off them and create an ideology based on the stars.

• Dyer states “A star is an image not a real person that is constructed (as any other aspect of fiction is) out of a range of materials (e.g. advertising magazines etc as well as films and music)” 1979

• Stars are made and groomed to meet the expectations of an audience, we can link to Mulveys theory of the male gaze as being a star comes with expectations and one of these expectations is to be looked at as a desirable person.

• A pop star is an ‘image’ presented to an audience.

What are our expectations of the following?

• Boy band:

• Girl band:

• Female solo artist:

• Male solo artist:

• Because stars are constructed, we are made to have expectations of these stars. They have the same ideology so audiences keep consuming.

Are these constructedImages of these artists?

• Stars construct ‘characters’ to create an identity to appeal to a mass audience.

• Sometimes these characters may become icons and enables the star to be known.

• Stars present an idea to an audience. We think we know lady Ga Ga is ‘weird’ or is it all an act to create a relationship with a consuming audience?

Summary1) STARS AS CONSTRUCTIONS• Constructed, artificial images - advertising, magazines, films and music. Good if they

have a Unique Selling Point which makes them different• Record companies groom starts (artificial constructions) - we have more respect for

them if they groom themselves• We want to believe that stars convey their real emotions to us but in most cases this

is not so.

2) INDUSTRY AND AUDIENCES

• Stars are manufactured to make money from audiences for record labels (institutions).

• "X Factor" – creates photocopied stars who repeatedly churn out what they think we want

• Audiences need to feel they can associate with the star and connect with them in some way.

• 3) IDEOLOGY AND CULTURE• Stars create cultural values and attitudes - audiences may share

these beliefs - e.g. The Jonas Brothers - wearing of purity rings.• A star may initiate a fashion trend/hairstyle/clothing/copied by

audience - e.g Cheryl Cole’s out fit ‘fight for this love’ Amy Winehouse and her beehive hair and eyeliner.

• Stars influence our culture. Stars have the power to shape societies ideology so therefore need to be positive.

• 4) CHARACTER AND PERSONALITY• Presented as 'real' human beings, even though they are

constructions.• Stars support hegemony/dominant ideology of their time/

generation - glorified versions of 'us’. • Stars are representations of the contradictions/reinforced ideas of

the music industry.

Task

• Fill your star with everything you have learnt about Richard Dyers Star theory.

• High light areas in green you feel confident with.

• Yellow a little unsure • Red if you do not understand