Star Theory

Richard Dyer created a concept called Star Theory

=>This suggested that stars were constructed by institutions to market to an audience.

• For example One Direction are marketed toward teenage girls. They are similar ages, have good looks and charm. The 'Boy Band' is an age old practise which will always sell huge amounts of records if successful.

=>They have a USP (Unique Selling Point), and are therefore easy to parody.

• For example Sia and her hair; she uses this so everyone will recognise her iconic look, and will not recognise her face.

=>They serve a purpose for the institution - to make a profit for an audience.

• Action figures, merchandise, tours, records.

=>Ideology and Culture

• An artist must be both ordinary and extraordinary, ordinary so the audience can relate to them but also have an extraordinary talent i.e. singing so an audience idolises them. For example Ed Sheeran dresses and acts like an average guy yet everyone idolises his voice so much so that him just singing with his guitar puts on an amazing show.

• They are also both present and absent; merchandise and records allow an artist to be present in fans lives however they aren't actually there in person so they are absent

• However, sometimes this can create an idolisation of artists which can be for good or bad reasons. A perception of the ideal man or woman can be compelled in impressionable minds. They may support hegemony by conforming to it (thin/beautiful) or providing difference (plus size/still beautiful).