Richard Dyer Star theor y

Richard Dyer's theory

> Richard Dyer proposed that a star, icon or celebrity is not a real person but an image that is constructed out a range of materials such as advertsing, films, music videos etc.

> This is done by institutions for one reason and that is for financial gain and they target one specific group or audience.

> Linking to our music video we have decided to use the song 'Shine Ya Light' by Rita Ora and therefore will be applying Richard Dyer's theory to

Richard Dyer's theory can be broken down into five sections> The making of a star

> Constructions

> Audience and institutions

> Hegemony

> Character and personality

The making of a star - Rita Ora

> The pop star Rita Ora is known for her identity which isn't bounded by her singing career.

> She was formally a pop performer and didn't have a greater identity past her own.

> However her record label transformed her into a star after she released the album 'Party' which contained UK number one singles "RIP" and "How we do". After her success with these two songs she featured in DJ Fresh's song "Hot right now" which also became number one. She became the artist with the most number one's in 2012 and was nominated for three brit awards at the 2013 ceremoney. This led to her appearing in a number of high profile events such as premiers and famous parties.

> She then went on to feature in a number of magazines allowing the pubic to recognise her for her image and not just for her music. Within a short time she had built a high huge identity and was recogised by most especially as she featured in popular TV shows, The Voice UK and the X Factor.

Maintaining Stardom

> Richard Dyer suggested that only true stars are remembered by all as usually any individual that is considered not to be a true star will be forgotten by everyone but their most avid fans.

> Rita Ora has maintained her stardom by actively taking part in many areas. Therefore she always remained in the public's eye for example she appeared in TV dramas and films including Fast and Furious 6. She also featured in many commercials promoting big brands such as Coca Cola, DKNY etc.

Construction of a star

> The star is built solely for the audience, Rita Ora was essentially built by her record label, Roc Nation to have fashions, hair-dos and other USP's in order to present Rita Ora in a different light so that she became unique in amongst the other artists.

> We can see how her appearance her has changed over time from the images below.

Audience and institutions

> The main purpose of stars is to make money.

> The music institution in order to fulfil this aim molds the stars image around the target audience.

> Rita Ora is modelled on what trends are being set, her character and personality are based on the current, modern trends.

Hegemony

> Hegemony within the star theory means that we can relate to the star and we admire or share their experiences which turns into idoloizations. Rita Ora is followed by many through social media sites, magazines etc meaning that the public can see her actions.

> Rita Ora is seen as a star and therefore some members of the public may consider her to be a role model and try to replicate the things they like about her. However this may not be ideal as Rita Ora is essentially a role model for young teenagers and she is seen to be carrying out certain activities which may not be acceptable for example drinking. In addition to this her appearance specifically her clothing is quite revealing and therefore wouldn't be accetable for younger members of the audience to replicate.

Character and Personality

> In terms of character and personality all stars according to Richard Dyer start off as 'real' but the institution transforms them so that they are an image of their time and culture as every star's main purpose is to make money.

> Rita Ora started off being portrayed as curvy but is now portrayed as skinny in order to fit in with the current trends as time has changed.

> The star essentially provides the audience with an idea of what they are meant to be like, all stars are role models.