Richard Dyer - Star Theory, 1979 This is the idea that icons and celebrities are artificial images

constructed by the media and posed as something real. Institutions put together this image that has been advertised to a certain social group in order to receive financial gain which has been created from certain characteristics of this person. "A star is an image not a real person that is constructed out of a range of materials" Richard Dyer. Dyers theory can be separated into three parts: Constructions Audience and institutions Ideology and culture

David Bowie Bowie is one of the most famous pop stars in history. His image has become an icon; a fabricated image of what pop music supposedly stands for. He is labelled as a pop star because of the promoted status by his management in the form of his personas and characteristics. This can make it easy to forget about the music and to focus on the image and for many, this is true; however, Bowies music was also part of this charade as it was just as unusual and eccentric as his outfits. This gives his name much significance as it is not only just a name, but a brand. He had made a social impact which changed the views of many on the subject of music, fashion and social norms which is still remembered today. The process of constructing a person into a pop star is done behind closed doors to be able to reveal to the public an image of someone rather than the person they started out to be. The audience would rather believe in this fabricated image that has been presented to them in a way that they want to believe that it is an actual person who has constructed themselves. Although Bowie is an artificial image which has been presented as being real, he still managed to change the rules and inspire others. His most famous persona, Ziggy Stardust, was created in 1972. He dyed his hair red, wore futuristic costumes and painted

a lightning strike across his face when performing. His unique influence lasted more than any other pop fandom and is still a recognizable icon 40 years later, even after Ziggys retirement in 1973. In 1974, Bowies album Diamond Dogs was promoted to move on from the Ziggy Stardust image and onto something new. This video for Rebel Rebel (reference to music video 1) was the start of that promotion as during it, he wore an eye patch and clashing colours but kept the Ziggy hair. The character he played was named Halloween Jack, but was only used once. This sells to the audience as he is giving them a taste of his imagination by trying something new but keeping with the bizarre wardrobe choices that his fans have come to know and love. Bowies personality changed over the years, such as in the mid to late 70s, after the Ziggy phase, he moved onto soul and funk music which changed his style. John Lennon called Bowie's work, "great, but it's just Rock'N'Roll with lipstick on." He became a little mellower after his battle with drug addiction, and in the late 70s during the Berlin era, he d ropped the unconventional look and went for something sleek and formal. The video for the song Heroes (reference to music video 2) was released in 1977 as a more serious song to promote another change in Bowies style and music genre. It uses a simple setting with dramatic lightning and a plain black outfit to produce a song that relates to the viewer emotionally, rather than visually. The original cover song of Dancing in the Street (reference to music video 3) was performed by Bowie, along with Mick Jagger and released in1985. It was part of a charity movement; therefore, the original video is quite funny and allows this parody to exaggerate it even more. The music industry created this star in order to make money from him. This mainly comes from the audience who become fans of Bowie and buy his music and merchandise. This is a result from companies advertising the artist in the forms of music videos, promotions, chat shows, interviews and the official website featuring news and personal information. The record company creates what the audience think they want from an artist, and sell it back to them as if it is what they want. There are many people who dont buy into the manufactured clich act, therefore, the companies have to craft their artist into something presented as real and rough around the edges for them to be accepted by the minority, as well as the majority. Christopher Sandford said, "for all his [Bowies] record sales (over a million copies of Ziggy Stardust alone), existed essentially on loose change." This quote is taken from the author of Bowies biography, Bowie: Loving The Alien, published in 1998. This is one of the very few industries that allow the audience to grow and develop along with the artist, as seen through Bowies variety of personas: Davy Jones, the Laughing

Gnome, Major Tom, Ziggy Stardust, Aladdin Sane and the Thin White Duke, and music genres leading up to the present day. His latest decision, announced in 2013 on his 66th Birthday, was to release a studio album which had been the first in quite a few years. Written on his website acknowledging the release stated, After all David is the kind of artist who writes and performs what he wants when he wants... when he has something to say as opposed to something to sell. Where are we now? is one of Bowies most recent videos, released in 2012, and shows that drastic change in style and mood when compared to the start of his career (reference to music video 4). The dull colours and depressing mood of the song creates a disheartened atmosphere. The meaning of these lyrics have been used to connect with the audience emotionally and shows them how he has grown up and out of his childish, colourful phase and into something more adult and meaningful. This allows his audience to grow and change with him. He represented a culture that allowed others to share his values and views. The audience is only interested in these views if they are used to get to know the artist better through producing beliefs and ideas that are not associated with his music, but his personality and innermost thoughts. During the 70s, Bowie may have been a fashion icon transforming the fashion world through his own actions and wardrobe choices, but now through the use of social media sites, he and new artists have the opportunity to state their views globally. This allows for more people to connect with the ones they look up to and respect.