Stars and StardomStars and Stardom

In order to understand the relationship In order to understand the relationship between the music industry and its between the music industry and its audiences, it is important to consider audiences, it is important to consider the roles of music starsthe roles of music stars

The term ‘star’ refers to the semi-The term ‘star’ refers to the semi-mythological set of meanings mythological set of meanings constructed around music performers constructed around music performers in order to sell the performer to a large in order to sell the performer to a large and loyal audienceand loyal audience

Some common values of music Some common values of music stardomstardom

Youthfulness Youthfulness Rebellion Rebellion Sexual Magnetism Sexual Magnetism An anti-authoritarian attitude An anti-authoritarian attitude Originality Originality Creativity/talent Creativity/talent Aggression/anger Aggression/anger A disregard for social values relating to drugs, sex A disregard for social values relating to drugs, sex

and polite behaviour and polite behaviour Conspicuous consumption, of sex, drugs and Conspicuous consumption, of sex, drugs and

material goods material goods Success against the odds Success against the odds

Richard DyerRichard Dyer

Dyer has written extensively about the Dyer has written extensively about the role of stars in film, TV and music.role of stars in film, TV and music.

Irrespective of the medium, stars have Irrespective of the medium, stars have some key features in common:some key features in common:

A star is an A star is an image,image, not a real person, that is not a real person, that is constructedconstructed (as any other aspect of fiction is) (as any other aspect of fiction is) out of a out of a range of materialsrange of materials (eg advertising, (eg advertising, magazines etc as well as films [magazines etc as well as films [musicmusic])])

Stars are Stars are commoditiescommodities produced and produced and consumed on the strength of their meanings. consumed on the strength of their meanings.

Richard DyerRichard Dyer

Stars depend upon a range of Stars depend upon a range of subsidiary media – magazines, TV, subsidiary media – magazines, TV, radio, the internet – in order to radio, the internet – in order to construct an image for themselves construct an image for themselves which can be marketed to their which can be marketed to their target audiences.target audiences.

The star image is made up of a range The star image is made up of a range of meanings which are attractive to of meanings which are attractive to the target audiencesthe target audiences

Richard DyerRichard Dyer

Fundamentally, the star image is Fundamentally, the star image is incoherent, incoherent, that is incomplete and that is incomplete and ‘open’. Dyer says that this is ‘open’. Dyer says that this is because it is based upon two key because it is based upon two key paradoxes.paradoxes.

Paradox 1Paradox 1

The star must be simultaneously The star must be simultaneously ordinary and extraordinary for the ordinary and extraordinary for the

consumerconsumer

Paradox 2Paradox 2

The star must be simultaneously The star must be simultaneously present and absent for the consumerpresent and absent for the consumer

The Star ImageThe Star Image The incoherence of the star image ensures The incoherence of the star image ensures

that audiences continually strive to that audiences continually strive to ‘complete’ or to ‘make sense of’ of the ‘complete’ or to ‘make sense of’ of the image.image.

This is achieved by continued consumption This is achieved by continued consumption of the star through his or her products.of the star through his or her products.

In the music industry, performance seems In the music industry, performance seems to promise the completion of the image, but to promise the completion of the image, but it is always ultimately unsatisfying.it is always ultimately unsatisfying.

This means that fans will go away This means that fans will go away determined to continue consuming the star determined to continue consuming the star in order to carry on attempting to complete in order to carry on attempting to complete their imagetheir image

The Star ImageThe Star Image

Finally, the star image can be used to Finally, the star image can be used to position the consumer in relation to position the consumer in relation to dominant social values (that is dominant social values (that is hegemony).hegemony).

Depending upon the artist, this may mean Depending upon the artist, this may mean that the audience are positioned against that the audience are positioned against the mainstream (though only to a limited the mainstream (though only to a limited degree, since they are still consumers degree, since they are still consumers within a capitalist system) or within the within a capitalist system) or within the mainstream, or somewhere in betweenmainstream, or somewhere in between

The Star ImageThe Star Image ““In these terms it can be argued that stars are In these terms it can be argued that stars are

representations of persons which reinforce, legitimate or representations of persons which reinforce, legitimate or occasionally alter the prevalent preconceptions of what it is occasionally alter the prevalent preconceptions of what it is to be a human being in this society. There is a good deal at to be a human being in this society. There is a good deal at stake in such conceptions. On the one hand, our society stake in such conceptions. On the one hand, our society stresses what makes them like others in the social stresses what makes them like others in the social group/class/gender to which they belong. This group/class/gender to which they belong. This individualising stress involves a separation of the person's individualising stress involves a separation of the person's "self" from his/her social "roles", and hence poses the "self" from his/her social "roles", and hence poses the individual against society. On the other hand society individual against society. On the other hand society suggests that certain norms of behaviour are appropriate to suggests that certain norms of behaviour are appropriate to given groups of people, which many people in such groups given groups of people, which many people in such groups would now wish to contest (eg the struggles over would now wish to contest (eg the struggles over representation of blacks, women and gays in recent years). representation of blacks, women and gays in recent years). Stars are one of the ways in which conceptions of such Stars are one of the ways in which conceptions of such persons are promulgated.”persons are promulgated.”

Richard Dyer (Stars, BFI, 1981)Richard Dyer (Stars, BFI, 1981)