Richard Dyer - Star Theory

Stars as constructions

Richard Dyer believes that artists are constructed through artificial images such as advertising, films, magazines and music. He claims that consumers prefer artists to convey their true emotions themselves and not by groomed by record labels who try to create a fake image for them. A real artist can use this as their unique selling point. 

Industry and audiences 

Dyer also believes that stars are manufactured to make money for their record labels by appealing to target audiences. Therefore, these record labels have to market different artists to cater for certain target audiences as there are both niche and whole markets. Examples of label records doing this can be seen through Mirror branding, both Rage Against the Machine and Joe McElderry who are both signed up to Sony music.

Ideology and culture

Another one of Dyers beliefs within his star theory is that artists become trendsetters in the sense that viewers will imitate hairstyles and artists clothing styles. For example how they have done with Justin's Biebers hairstyle of Michael Jackson's glove. 

 Artists may also, have certain religious beliefs and cultural values that audiences may also pick up on if shared by the artist. The internet has meant audiences now have greater access to "personal" lives of the artists. 

Character and personality 

The artists are presented as real human beings though, they support the dominant ideology of their time and are glorified versions of normal working class people. These artists are representations of the reinforced ideas of the music industry.