Richard dyer 1

Richard Dyer

Dyer is an English academic specializing in

cinema. His work is described as "emphasizing

the aesthetic and historical specificity of

cultural texts"

Stars (1979)• “Stars was Dyer's first full-length book. 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. With this thesis in mind,

Dyer analysed critics' writing, magazines, and

advertising and the films themselves, to explore

the significance of stardom, with particular

reference to Marlon Brando, Bette Davis,

Marlene dietrich, Jane Fonda, Greta Garbo,

Marilyn Monroe, Robert Redford, Joan

Crawford and John Wayne.” Wikipedia

Dyer’s theory:• A star is an image not a real person, that is constructed

out of a range of materials (media) – magazines, TV, Radio,

the Internet, to advertise and market to a specific target

audience. Example: The One Direction image attracts

young, teenage girls.

Youthfulness

Rebellion Rap

Sexual Magnetism

Originality

Success against the odds

Paradox 1. • The star must be simultaneously ordinary and extraordinary for

the consumer.

Ordinary - daily activities Extraordinary - followed

by paparazzi

Paradox 2. • The star must be simultaneously present and absent for the consumer. The

institutions are feeding little amounts of information to the audience, which

get them wanting more. However the audience will never be satisfied with

the information. Example: Album signing or concerts – they are present

however you aren't able to touch, chat and get to know them.