Star Image, Iconography and Richard Dyer

A star's image becomes a readily recognised sign that is used in many different media forms. Stars can use the fact that their image has meaning by allowing it to be used for advertising purposes.

Richard Dyer and the Star Theory

He is currently a professor in the Department of Film Studies at King's College London. He proposed that 

'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 (eg advertising, magazines etc as well as films [music]).'

Dyer’s theory can easily be broken down into 5 sections: 

1. The making of a start
2. Constructions
3. Audience and Institutions 
4. Hegemony (Cultural Beliefs)
5. Character and personality 

Stars are made fundamentally to make money. The music institution then models the stars image around the target audience. 

The Making Of A Start

• Stars are constructed, artificial images
• USP - they can be copied and/or parodied because of it
• Dyer says: “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.

Bono's Glasses

Britney's Stomach

Madonna's Weird Pointy Bra

Constructions

• Stars are made to appeal to audiences, which will in turn generate revenue for record companies.
• Record companies nurture and shape their stars.
• They tend to manufacture what they think audiences want, hence the 'photocopied' nature of many boy bands, teen bands etc.

Audience and Institutions

• Stars represent shared cultural values and attitudes, and will promote a certain ideology.  
• Audience interest in these values enhances their 'star quality’.
• Conveying beliefs ideas and opinions outside music that performers help create their star persona.

Take That

Hegemony (Cultural Belief)

• A star begins as a "real" human, but the star transformation process turns them into a construct.
• Stars provide audiences with a focus for ideas of 'what people are supposed to be like' (eg for women, thin/beautiful) - they may support hegemony by conforming to it (thin/beautiful) or providing difference (fat/still lovable).
• It is easier for pop stars to establish their character and personality than, say, film stars – they have more consistency.
• A pop star's persona is constructed on the basis of a narrow text, continually re-read and reassessed. Second album syndrome is when an artist is unable to sustain their persona over a period of time. 
• A pop star's persona needs constant nurturing.  Madonna has been excellent at adapting and changing her persona to keep fans interested. 

Character and Personality

• Star image motifs are  a running theme for an artist. The aim is to help establish the artist as a brand. 
• Star image motifs could be recurring icons, images  or fonts