Richard Dyer's Star Theory

Stars as construction

Stars constructions is artists who have been moulded by record labels into being a different version of themselves. On the top left we denote Pharrell Williams throwing up gang signs and wearing generic conventions clothing of a 'gangster'. We denote the typical big rings and watches which conforms with the generic conventions of an R&B video. Also the video was shot in black and white signifying the seriousness and lack of love for the impression of a 'gang related' R&B video. In the next image we denote a change in Pharrell Williams where he sings instead of raps. We see the different matured dress sense in him with a shiny suit and people with guitars round him. This is a clear stars as constructions of Richard Dyer's 'Star Theory' with the clear juxtaposition of record labels bringing out a different version out of him but in a positive manner.


Stars as products: These are artists that fill the gap in the market.

Rita Ora is an artist who is signed by Jay-Z and is sold as a product and is a great example of a making money tool. Rita Ora fills in the gap in the market in the british industry of being a 'Rihanna' type like. She has the abilities of fitting into various of genres of the music industry for example creating the hybrid genre music Hip-pop and pop with Iggy Azalea 'Black Widow'. The fact she can fit into more than one music genre ensures sales of albums and songs as she reaches a wider target audience. In addition, where she is really made for making money is her merchandise where she has t-shirts, jumpers, hats etc. with her face on the products. This makes money because she is attractive to males and some females may also like the way she portrays herself. Also in her videos she conforms with Laura Mulvey's theory women are objectified and used for 'male gaze' with us denoting cleavage and short outfits showing exposure to her legs etc.

Stars as embodiments of ideologies and cultures: These are set of beliefs based on cultural values, economics and politics.

Katy Perry is a star because of the way she embodies the pop culture. Katy perry wears colourful attires and conforms with Laura Mulvey's theory of the 'Male Gaze' with clevage shown in her video 'Roar'. Also, her lyrics also connects with young females who may be in relationships when she says: 'I have a heart of a lion' subliminally implying her heart is too strong to be hurt. In addition, the background in her videos connotes with the idea of happiness through the blue bright sky, trees and birds humming in the background. Also, Katy Perry has the blatancy of being a pop culture artist through clear juxtaposition of other genres who only reach out to a certain target whilst the 'pop culture' tends to reach out to a range of people which she tends to do.

Stars as personalities: These are artists who have a connection with their target audience through other ways apart from music for example: interaction with social media, interviews, concerts etc.

Justin Bieber is an example of connecting with he's target audience on a personal level by not only his music videos but by his willingness to attend to as much fans possible at concerts and replying and following as much of his fans possible on Twitter (social media). I believe Justin Bieber is a success today because of how deeply he connects with his target audience. In the video 'Boyfriend' we denote him holding on to a girl through out which doesn't contradict the songs lyrics when he says: 'If I was your boyfriend I'd never let you go'. This connects to girls as in the modern day girls want that type of boy who wouldn't let them go and show them off like he does to the girl in his video. I believe action and lyrics matching wins over your target audience as your making it clear as possible who your target audience is and how you want them to feel when releasing a video. In addition, we see the personal level he connects with his target audience by taking a 'selfie' as you can see in the picture above with a 'young girl' who is clearly excited to take a picture with him. Also, he connects with his fans on twitter by conversing with them and making an effort to reply and follow them. Justin Bieber is inspirational as he's not in it for the fame and just worrying about himself but for him making music is meaningful and ensures he keeps fans happy with his humbleness shown after great music videos.