Out of the Box Production

Richard Dyer's Theory of Stardom explains that a so called 'Star' is categorised from similar common values, which include that they are seen as an 'image' instead of a person. A Star would also begin their career as a singer, music artist or actor before searching for other ways to stay in the limelight. 'Stars' are typically constructed through their record label and use their physical features such as hairstyle and fashion sense to keep them in the world of Stardom. One of the most important factors in the construction of a Star is their music video, as this helps to portray to the audience the Star's music style, personality and attitude. A way of making a Star more popular or well known is through the use of a Star Vehicle which can include films, TV Series, programmes or advertisements. From the attention and fame that 'Stars' get from the limelight, they gain massively in 'Star Power' which is the social and financial power and wealth from the fame. This puts them above anyone else and usually attracts attention from the paparazzi and the press. However from Dyer's Star Theory, there are two statements that can be contradicted, which include: 'The star must be simultaneously ordinary and extraordinary for the consumer' and 'The star must be simultaneously present and absent for the consumer'.

 

Typically, there are only two types of 'pop stars' which include 'organic', meaning a star that has not been purposely constructed and has become well-known for their individual and real talent, and 'commercial', meaning that the 'star' has been purposely constructed to become famous and are not known for their star-like attributes such as singing or dancing. However, Richard Dyer's theory challenges the stereotypes of 'organic' and 'commercial' stars, and categorises both types as commodities, where all music artists are constructed in some way to appeal to their audience. An example of a 'commercial' music artist is the band One Direction, who auditioned for the British singing competition and entertainment show The X Factor, as solo artists. As each member progressed to Bootcamp, they were each rejected from the competition, only to be then called back and joined together to create the band One Direction, as decided by The X Factor's manager and judge, Simon Cowell. This explains that the band were manually constructed by a person and therefore shows that the band are a commodity and were created for commercial use only, with their music only playing a minor part in their stardom. The marketing concept 'Unique Selling Point' (USP) also develops Richard Dyer's theory by explaining that commercially made 'stars' are commonly used as USP's which help with the marketing schemes, including show tickets, merchandise and CD's. The profit is then handed over to the management company who take it all for credit. This is an easy way to make huge amounts of money by using a 'star'.

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According to Richard Dyer, there are some factors that a typical 'Star' should have which include:

 

• Youthfulness - for example, a 'star' having a fan base aged between 12 - 18 when the 'star' is aged between 18 - 26, keeps the 'star' believing that they have eternal youth.

• Rebellion - where if the 'star' refuses to obey an order from someone and acts in the complete opposite way to attract attention. For example if a 'star' wants to meet his/her fans, and their guards tell him/her not to, but they do it anyway.

• Sexual magnetism - the 'star' must be sexually attractive to engage the audience and encourage them to fall head over heels for them, this then emphasizes the popularity of the star.

• Anti-authoritarian attitude - when a 'star' does not believe in following the correct laws or rules, and does what they want to do, this will attract more attention to them.

• Creativity/talent - the most important key to being a 'star' is to actually be known for something, for example singing, acting, dancing, etc.

• Disregard for social values - when a 'star' is laid back and does not react to society's views of them, for example rumours or lack of morals, etc. 

• Consumption of drugs, sex or material goods - If a 'star' is seen or heard using/consuming any contraband items, etc , it creates more drama and attention for them, thus increasing their popularity.