Stars and Stardom
According to Richard Dyer in order to comprehend the bond between the music industry and its audiences, it is vital to acknowledge the roles of the music stars.
The phrase “star” pertains to the semi-mythological meanings established around music performers as a form of branding to sell them to a dedicated and broad audience. It allows the audience to feel connected to the performer in terms of how the “star” represents themselves seeming ordinary but likewise being extraordinary with the amount of wealth and fame they have.
According to Richard Dyer a “star” is not a normal person but an entertainer who perceives themselves as an aspiring image to their audience.
Some common values of music stardom
· Youthfulness
· Rebellion
· Sexual magnetism
· An anti-authorisation attitude
· Originality
· Creativity/talent
· Aggression/anger
· A disregard for social values relating to drugs, sex and polite behaviour
· Conspicuous consumption, of sex, drugs and material
· Success against the odds
Dyer also says there are many key features stars have in common:
- All stars are not normal people but an image that depend on a variety of media materials such as magazines, advertising, internet and/or films to promote them.
- Stars are commodities consumed and produced by the strength of their meanings.
A star’s image is dependent on what is called subsidiary media. Subsidiary means to assist something or someone in aid, in this case to promote the “star” for their target audience to buy into their products.
The graphs below shows the breakdown of subsidiary media promoting a “star” and the artist:-
A star's image is based around various features that will appeal to their target audience such as sexual magnetism. Rihanna is known for her raunchy and rebellious manner which attracts a male audience because they find her attractive.
However a star must be absent and present at the same time which Richard Dyer has broken down into two paradoxes.
However a star must be absent and present at the same time which Richard Dyer has broken down into two paradoxes.
Paradox 1
The star must be ordinary and extraordinary at the same time for the consumer.
Britney Spears is an example of this, we always see Britney Spears in magazines, tv adverts and on youtube. This is because they have marketed her to be available to her audience all the time so that they feel they have a connection with her but the audience can never be satisfied because many of them have never met or will meet Britney so they buy into magazines and her music to connect with her more making her dominant to rival artists like herself (hegemony).
Ordinary:Mum
Extraordinary: Performs around the world
Paradox 2
The star must be present and absent at the same time for the consumer.
The consumer can regularly find a way of looking into the artist through the media, one way is YouTube. This makes the artist available for the consumer as they access it via the internet at any time. However the artist is hardly ever present for the consumer to see in real life.
:
Present: YouTube Music video
Absent: Rarely/never see them in person
The Star Image
· The absence of the star makes it inevitable that the audience will continue to look into the artist to complete or know more about the image.
· This is accomplished by the continuous consumption of the star through their products.
· In the music industry an artist’s performance almost serves the completion to the star’s image but this can equally ruin their image and leave the audience unsatisfied by forgetting lyrics to their songs, dance routines etc. This damages the star’s image rather than building it.
· This leads fans to continue consuming the artist’s products attempting to complete their image.
· Ultimately the star image can be used to
· Ultimately the star image can be used to
