Dyer's theroies

Richard Dyer was born in 1945, and in 2006 he became a professor of film studies at Kings College London.

He wrote a book called Stars in 1979, in it he developed the idea that the viewers' perception of a film is heavily influenced by the perception of its stars, and that publicity materials and reviews determine the way that audiences experience the film. Dyer analysed critics' writing, magazines, and advertising and the films themselves using specific examples like Betty Davis, Marilyn Monroe and John Wayne.

In Dyer's second book 'Only Entertainment', he complains that "Time and again, we are not told why Westerns are exciting, why horror films horrify, why weepies make us cry, but instead are told that, while they are exciting, horrifying and tear-jerking, the films also deal with history, society, psychology, gender roles, indeed the meaning of life."

He believes:

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

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

The star image is incoherent, that is incomplete and 'open'.

the common values of music stardom created by the record company:

• youthfulness -for this example you get such actors like selena Gomez, thtat act for kids programs so they are represented in a clean young way
• rebellion - Amy Winehouse is a good example as she was well known for having lots of tatoos, drinking and taking drugs (so she also represents sex, drugs and alcohol)
• sexual magnetism - there are many easy examples of woman magnets and men, i think its more common for ladies to be used as magnets as it quickly attracts men, they are commonly used in music videos
• originality
• 

  creativity/talent - this and talentis when the artist talent (music) is their focus, so they dont do all this stuff to create a new image and link the person to a way of life, Adele is a good example because she hasnt allowed herself to be changed shes just stuck to how she is and creates music
• aggressive/anger
• sex, drugs, alcohol
• success against the odds

Paradox 1

the star must be both ordinary and extraordinary for the consumer.

they need to represented as normal so that the audience feel they are able relate to them, with the use of clothes, they can see the artists in high street outfits so the public can think they don't need to buy hugely expensive designer clothing to look like them. Their extraordinary eliment leaves the audience to admire and aspire to the artists, as they are famous on magazines, nominated for awads and performing all over the world.

 Paradox 2

the star must be both present and absent for the consumer.

  present:

• live performances
• close up shots in music videos, interviews
• photos - posters,album covers
• knowing about their privet lives - magazines, papers, social networks
• direct address via media

  absent:

• no personal contact - one on one chat, no response
• relationship completely medicated
• no inside connection

The promise of presence and closeness is never completely for filled, the audience strives to close the gab between the reality and the promise of closeness by continuing to consume their products.