By Ashley Joseph

1. Richard Dyer’s Star Theory
By Ashley Joseph

2. Richard Dyers star theory is the idea that icons
and celebrities are constructed and
manufactured by institutions for the sole
purpose of gaining profit.
They make money from their audiences who
buy records and merchandise, these are known
as fans.

3. Audiences and Institutions
Stars are made for money purposes. Celebrity
endorsements increases the brand identity and
benefits the institution as they become a
household name increasing sales in all of the
media platforms they are in. The institution then
models the artist around the target audience
they choose.

4. Hegemony
It is the idea that the audience relates to the star
because they have a feature they share with the
star, or the relate to the star out of admiration.
However, this could also be negative as some
stars are often heavy drinkers/drug abusers,
which in turn can cause fans to copying their
way of life.