Stars have facilitated marketing within the media by appearing in fan magazines and other popular books. Despite the star’s economic, social and cultural impact on the global society, it is astonishing that their contribution has received less attention in the academic world. The essay discusses the concept of stardom and illustrates how the idea enhances the understanding of a group of films made by Angelina Jolie as a Hollywood star.
The development of stardom can be dated back in the 1910’s where people conceived stars as mere talented actors who made them happy. At this time, actors aimed at exploiting their talent and entertain the public (Decordova and Creekmur 2001, p. 56). However, the notion of stardom changed in the 1950’s when large number of stars in music, films, and Television became ‘economic tools’ for film producers and marketers. The course of action at that time can be linked to the growth of materialistic approach to life in the American society. The film industries viewed stars as ‘economic products’ that could attract and retain large numbers of an audience (Thomas 2012, p. 159). During this period, film stardom had not received notable academic attention until Richard Dyer published the Stars in 1979. The book marked a breakthrough in film studies since Dyer provided credible methodologies for studying the stars and their relationship with the audience (Dyer 1998, p. 19).
In his book, Dyer introduced three important concepts, which include the description of stars as ‘images’, multiple interpretations of these star images and stars as the incarnations of ideological contradictions. In his description of stars as ‘images’ Dyer claims that stars usually construct their how to appear on the screen and lives the normal life, as well. In fact film stars are branded as actors and actresses who showcase their beauty, talents and publicize their personalities in the films (Dyer 1998, p.