ExampleApplying Richard Dyer’s Star Theory

Stars as ConstructionsRichard Dyer believed that artists, actors, celebrities anyone with a media spotlight hanging over them were constructed, like a product. Artificial images that wiped any blemish or imperfection seemed to brand them all, and they were advertised through magazines, newspapers, films and music. A ‘Unique Selling Point’ was the ingredient that producers would use to sell them, because it made them different from other celebrities. Richard believed that making the celebrities somewhat ‘humanised’ by conveying their emotions and thoughts to match that of a regular person’s, would allow us to feel connection with this idol. We also respect them more as a person if they groom themselves and reject conformation (airbrushed, heavily made-up, styled, plastic surgery) – which helps us understand them more and feel increasingly more comfortable with them.

The artist I’ve chosen to explore in the eye of these theories is Example, (real name Elliot John Gleave) a famous male artist. In the follow slides I’ll apply each level of Richard Dyer’s Star Theory to his works, and media-established personal life.

Example – ‘Stars As Constructions’‘Self-groomed’ & rejecting conformation.Example was born in the UK and knows in’s and outs of his community/area/age-group and therefore knows how to appeal to them. Unlike other celebrities, Example comes across as a lively, common lad who sticks to his roots, as of shown on comedy shows and unofficial YouTube video’s.Example has a few known flaws, such as his crooked teeth. He, unlike many other celebrities, celebrates this flaw and uses it as a signature smile. He has even used a common photo of himself as a child for his album cover ‘Say Nothing’, which makes the audience comfortable with his image, as apposed to a threatened and self-conscious reaction from flawlessness and perfection. Example’s common characteristics

and humorous nature is generated by a exceedingly popular YouTube video of himself and artist and songwriter Ed Sheeran joking about in a common location, singing about Nando’s Chicken (left)While on the right, he extends his passion for Fulham football team.

‘Unique selling point’ ?

Humanised ?Seems like a regular guy ?

Industry and AudienceRichard Dyer believed that stars are manufactured to make money from the audience for record labels, which include appearing for a charity cause, advertising their concert tickets, showing up at celebrity parties, signing autographs, re-tweeting/responding to common fans who follow them and making unexpected visits to public areas/shops/restaurants and so on. Richard also thought that shows like ‘X-factor’ and ‘Pop Idol’ all churn out the celebrity that they think the audience wants – like a product. He described them as ‘photocopied stars’ who conform to what their audience are thought to appeal to.

Example – ‘Industry and Audiences’‘Manufactured to make money from the audience’.Example is known musically for party-music and summer beats that are suitable for nightclubs and parties/festivals. His music, like him is lively and unique and he often shares the reigns with other established artists like Calvin Harris, Ed Sheeran, Wretch 32 to create an even bigger audience appeal. Example holds legendary concerts that feature millions of fans paying any cost just to see him live at concert.He’s also given publicity to other popular TV shows like Celebrity Juice by appearing on their panel.We could argue that these are all money consuming practices that the audience will pay to see and be part of.

Ideology and CultureRichard Dyer believed that stars shared cultural values and attitudes that may suit/encourage the audience. For example, Russell Brand has many symbolic tattoos that represent spiritual and moral belief, all of which relate to his past of being a drug-taking alcoholic.A star may create or rebirth a type of fashion/style that the audience can appeal to and employ in their everyday lives. Such as hairstyles/clothing/piercings/tattoos/trends and so on. For example, Joey Essex from ‘The Only Way Is Essex’ has set a new trend on tight trousers for boys, with jelled and combed back hair, that target audience of the reality show all conform to. Forms of media dedicated to celebrity gossip where fans can keep in constant update with their idols are put in place to strengthen their relationship.

Example – ‘Ideology and Culture’‘Shared attitudes/moral beliefs’Example has many attitudes and beliefs that relate specifically to his fans, such as his love for Fulham football club. But one that popular and that his fans all relate to him with, is his YouTube broadcast with Ed Sheeran, singing humorously about Nandos chicken. Nandos is a common restaurant that many regular people go to, and it had no famous broadcast, until Example and Ed Sheeran’s broadcast. Nandos have greatly benefited from it, and Example’s fans have launched different pages and organised Nandos events all dedicated to that one video that was unofficial and clearly just for fun. In this video you can see the pure childishness and humour that Example holds and how the audience immediately feel a connection with the artist because they enjoyed that broadcast.

http://www.youtube.com/watch?v=u151MdYJunQ Here is the link to their video.

Character and PersonalityRichard Dyer believed that the celebrity had to be presented as ‘real’ human beings and they must represent the dominant ideologies of our time, to relate to us. They must also support and symbolise our generation, not only to attract their target audience, but to also be recognised as an influential act of our time. Richard also thought that if we see celebrities in newspapers and magazines in a different state of mind, then it brings us closer to them – for example, being criticised for something, or showing their emotional state. An example of this would be US President Obama’s tearful speech at a primary school, this lead to more supporters and a empathetic response.

Example – ‘Character And Personality’‘Presented as ‘real’ human beings’Example is constantly being presented as a ‘real’ human being, as he’s always doing casual things that regular people would do, such as watch a football match in a pub, whilst casually drinking a pint. These projections lead the audience to feel familiar with him and somewhat less ‘fake’ as other celebrities would. For example, you wouldn’t see Nikki Minaj in a pub or a public location without a money-making reason.‘Seeing a star’s life in a magazine/newspaper being criticised or praised – we feel closer to them. Interested/empathetic’In the newspaper to the right, Example has had bad publicity through a simple slip of the tongue. However, any publicity – good or bad, is always good. Because whatever the outcome, as long as your being talked about and getting publicity out of it – you’ve succeeded as a celebrity. Example however, has never had a continuous stream of bad behaviour and therefore this news is so shocking, its made the front page. Audience’s reading it will feel something and perhaps even take their views to social networking sites to broadcast their opinion or find out more about the story.