Stars

According to Richard Dyer, the appeal of stars cannot be explored by the charisma of one individual but is produced by the meanings that the star signifies.

The semiotic approach to analysing stars allows us to examine the differences between them through analysing the signs in their star image. It shows that the appeal of stars comes from how they relate to issues like class, gender or race.

Audience responses are presented as being a product of certain ideological processes, as opposed to individual tastes. He argues that the appeal of stars lies in the way their image can resolve ideological contradictions for the audience. “Star's image was a construct, not a pure expression of their 'real' personality.” (McDonald, 1995, p.81)

Intertexuality looks at the overall meaning of the star within the context of a broader network. The historical meaning of Marilyn Monroe's image in relation to issues of sexuality and ethnicity are examined. Her star image served to redefine female sexuality, encouraging women to attain the quality of desirability. “Monroes blondeness and vulnerability offered a construction of female sexuality which is unthreatening and willing.” (McDonald, 1995, p.85)

Star images sought to create a sense of individual identity by juxtaposing the public image of their on-screen appearances (performer) with the private image of their off-screen life (the real person.) “The marketing of stars is one of the ways in which the industry attempts to ensure the stability of box-office returns.” (McDonald, 1995, p. 80)

Dyer discusses how the manufactured appearance is thought to be more real than the actual appearance. In this culture, manufacture is thought as more real than appearance. Stars are, obviously, a case of appearance, as all we know about them is what we see and hear. A big part of our view of stars is the wide media construction of them.

Star image is not just their films, “but the promotion of those films and of the star through pin-ups, public appearances, studio hand-outs and so on.” (Dyer, 1986, p. 3) Stars images have histories that long outlive the star's career (Monroe has continued to be a sex symbol 50 years after her death.)

The audiences ideas of a star (from fan magazines and clubs, box office receipts and audience research) can have an effect on the producers of the stars image. The presence of a star promises a certain quality you'll see if you go to the film.

Stars have tended to be a more important category than directors, both to the industry and to the audience. The first two focus on the star as text while the others look at how the audiences relate to stars.

Psychoanalysis may offer us an explanation as to why we like stars but fails to account for why certain social groups like and dislike particular stars.

The spectator gets pleasure from stars presented as an object for the spectator to view voyeuristically. This pleasure comes from a position of control over the star as “The stars image exists for the spectators pleasure and cannot respond to the spectator who surveys it.” (McDonald, 1995, p.87)

Today, we looked at a number of interesting questions such as: Which stars are paid the most and why? This allowed for some interesting discussion on the subject and we decided that actors who get paid the most have usually recently starred in a high-grossing movie, has recently won an award (Academy Award or Golden Globe) or because they are part of a large franchise (Harry Potter, Pirates of the Caribbean)

The main task of Star studies has been to explain the appeal of stars, which can be done through four main approaches: Semiotics, intertexuality, psychoanalysis and audience studies.

Tom Cruise, once a teen heart throb, is now usually known as a little guy with crazy religious beliefs. The death of any actors career is usually when his personal life becomes more famous than his work. He found stardom in the ’80s, with box office smash “Top Gun.” He married Mimi Rogers, who introduced him to Scientology.

The marriage ended in divorce and he went on to make huge blockbusters: “Days of Thunder,” “Interview with the Vampire,” “Mission Impossible” and “Jerry Maguire.” He became an international superstar, but things soon declined. Cruise’s second marriage ended in divorce and there were questions about the role Scientology played in it.

Two events made his career decline. Firstly, his infamous appearance on “The Oprah Winfrey Show.” Cruise hopped onto a couch, fell to one knee and repeatedly proclaimed his love for Katie Holmes. The moment was uploaded to YouTube and ridiculed. It was enough to tarnish his reputation.

The second was when he verbally attacked Matt Lauer on “The Today Show,” claiming he knew the history of psychiatry better than Lauer and questioning him about prescription drugs.

Cruise fired his long-time publicist Pat Kingsley, who had effectively controlled access to him keeping tabloid rumours at bay. Next, Cruise's production deal with Paramount wasn't renewed. “He was embarrassing the studio. And he was costing us a lot of money...Women everywhere, had come to hate him.” (Bonawitz, 2009)

Cruise's Q score (a measure of the popularity of celebrities) at this time had fallen 40 percent. Also, it was revealed that Cruise is the celebrity people would least like as their best friend. This is a far cry from his multiple “Most Beautiful People in the World” and “Most Popular Celebrity” nominations. 

Reference List

McDonald, P., 1995. Star Studies in Joanne Hollows and Mark Jancovich, eds., Approaches to Popular Film. Manchester: Manchester University Press.

Dyer, R., 1986. Heavenly Bodies: Film Stars and Society. London: Macmillan.

Bonawitz, A., 2009. Tom Cruise turned off all women. Available at: http://www.cbsnews.com/2100-207_162-2139116.html. Accessed on 22/11/2012.