Richard Dyer's 'Star theory' states that a star is constructed and that they are what the audience make them out to be. The ideology is what the star wants there character to be portrayed as when on the stage in front of their audience.These stars are manafactured by the industry for a specific purpose. This purpose is to make money out of their audiences. The audiences respond to various aspects of the stars persona by buying their albums and consequently becoming fans. To the record companies these stars are a product to them and they must be sold to make money. However with the growing changes within the music industry the record companies must also nurture and change what their stars represent to make sure that they can make the maximum profit out of their product.
Richard Dyer also believes that stars represent different cultural values and attitudes which, therefore, promotes a certain ideology. The audiences interests in these certain values would enhance the 'quality' of the star and through their conveying beliefs and opinions their star persona would be enhanced.Also the stars would be promoting their lifestyle and fans would copy hairstyles and fashion choices, this is an opportunity for stars to move into creating their own clothing range so that their fans can copy them even more. As well as this having catch phrases would enable the star to grab their audience even more. An example of this would be 'Lethal Bizzle' and his 'Stay Dench' clothing line and his catchphrases such as 'Stay Dench' and 'Frimponged'.
