Richard Dyer's, Star Theory

This is the idea that celebrities are constructed for the financial gain of the company or the people who own that particular celebrity. It is mainly for endorsement purposes. He believes that they are constructed from real people's experiences and real emotions. They created by the music industry to make money from the audience. However his theory is split into 2 sections:

Hegemony, this is where the audience relates to the star due to the fact that they have similar features or based on the pure fact that they admire them, other known as the culture. Some fans become so in love with that star person that they want to become them and start to act like them. This could be through the use of outrageous dress sense or through the habit that they pick up such as drinking alcohol or smoking cigarettes or weed. This could have a negative or positive impact on that particular person career however the main purpose is to keep them in the public eye for as long as possible. A star can create there own fashion trend or a unique hairstyle and there will become a group of fans who will become conformists to this.Social media is the best platform for this because you can post a picture on instagram for example, Kim Kardashian bleaching her hair plaitaim blonde trigued a large amount of fans to go crazy and follow suit with the short platium blonde look.

Audience and institutions,brand identity has many benefits for the institutions for example it makes more money which is the purpose of the the star persona.they become a brand which increases sales across all media platforms for example Nicki minaj has her own clothing,perfume and Television show.