Richard Dyer's 'Star' theory

"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 [music])."

Richard Dyer, 1979

Image: Lukas Graham. Contemporary pop band, known for the hit single '7 Years'.

Dyer's star theory states that institutions such as the music industry (Universal Music Group is one example of an international music corporation) construct the likenesses of celebrities and icons, those of which represent 'real people' with 'emotions'. Their primary purpose is to make money out of audiences with extended plays, studio albums, live tours and gigs; the latter group then respond to the expectations of a star's personality by purchasing their records and merchandise, eventually becoming fans of that artist/band.

There are three sections to Richard Dyer's star theory. These are:

• Audiences and institutions
• Constitutions
• Hegemony

However, a true star will have 'brand awareness' which will have a lasting significance among a wider target market over a long period of time.

Stars can be represented by a specific attribute to better increase their appeal to people around them - for example, Fetty Wap's eye:

Fetty Wap was born with glaucoma in both eyes. With his left eye unable to be saved by doctors, he instead was fitted with an artificial eye.

Slipknot's nine-piece lineup complete with their iconic masks:

Audience and institutions

Stars are manufactured by the music industry to serve a purpose: make money out of audiences.
If you increase their brand identity, this will benefit the institution; their brand identity plows the way for a household name which can increase media platform sales.

Constitutions

Pretty much the same as the audience and institutions section above.

Hegemony

ALIAS: CULTURE

A certain ideology is promoted. Shared cultural values and attitudes are displayed by stars.