Stars

‘ The New Aristocracy’

Star theories…

• The first critic to take the study of stars seriously was Richard Dyer, the professor of Film Studies at Warwick University.

Dyer’s Star Theory

• A star’s image is carefully cultivated through promotion…choosing a product which fits the brand. E.g. Harley Davidson for Arnie, Nike for Le Bron James. The star is like a brand, persuading consumers of the quality associated with the brand.

• Writers in magazines are selectively chosen to feature stars sympathetically, in return the magazine gets the star and an exclusive to help boost sales.

• Often gossip is deliberately leaked to the press in order to maintain a star’s status in the news or keep on the ‘ celebrity radar.’

Star & Celebrity Licensing Agencies• Check out www.cmgww.com• Stars act as cultural fantasies, in terms

of what they buy, the lifestyle they lead (See Life is Great on Pearl) and the image/persona that they project. This can often lead stars into positions of great power! (Ronald Reagan, Arnold Schwarzenegger, Sebastian Coe)

Star Image

• Stars carefully cultivate images throughout their careers. In Media Studies we call this ‘persona,’ meaning what we associate with the star when we think about him or her. A persona is like a brand name!

Case Study: Arnold Schwarzenegger • He began his career

not in film but in weightlifting, winning the title of Mr Universe 5 times. His first starring role was in the film Pumping Iron from 1977, a film about bodybuilders.

The ‘Action’ Hero

• One look at the body of Schwarzenegger tells the audience that his physical size has to be contextualised within any potential movie in which he may star. Conan the Barbarian provides that context as his body is huge but within the context of fantasy, it is acceptable. Note that he doesn’t say much in this film!

The Action hero

• In the early 80s, Schwarzenneger moved onto play Commando, an all action, military man on a mission. He replicated this role in Predator, playing a ‘tough guy.’ (Yvonne Tasker) Again, his physical size and strength is one of the viewing pleasures offered to the audience. This is particularly prevalent in his later sci-fi film, the Running Man.

The Terminator

• This is the defining role which catapulted Schwarzenneger into the big league. ($20 million plus per picture and often far more) As a Cyborg killing machine which says very little (and in a monotone voice) he had found the perfect outlet for his physicality. Note that in the second Terminator film, he is far less built up as he is playing a protecting role, (surrogate father) rather than just a killing machine.

Masculinity in the 1980s

• Arnold Schwarzenegger is the embodiment of the 1980s fitness culture. Along with Sylvester Stallone, he represented an image of masculinity which was eventually utilized by George Bush (Snr) who enlisted the help of The Terminator in an early 90s fitness campaign.

Reinvention

• Recognising that critics did not regard Arnie with any sense of respect as an actor, he attempted to reinvent himself with films such as Twins (1988) & Kindergarten Cop 1990) which both attempted to develop his persona as a comic or as Tasker outlines, a ‘Wise Guy.’

Sticking to the set formula…• Not surprisingly,

audiences were not too keen on the new Schwarzenegger and he quickly reverted back to the ‘tough guy’ roles which had made him famous.

The Sci-Fi Hero

• Schwarzenegger has constructed his persona largely through his success in Science-fiction films. The Terminator trilogy, the Running Man, The 6th Day and Total Recall are key texts in his development. Politically, he is a republican with low degrees of tolerance (his nickname is the Terminator) and a strong sense of American national identity.

Intertextuality

• I’ll be back…