Taylor Swift: Audience and Industries

 Taylor Swift: Audience and Industries

Audience

Background and audience wider reading

Read this Guardian feature on stan accounts and fandom. Answer the following questions:

1) What examples of fandom and celebrities are provided in the article?

• Matty Healy (The 1975): The article also highlights an instance involving Matty Healy of The 1975. After Healy appeared on a podcast where offensive comments were made about various marginalized groups, his fans expressed disgust. One stan account, @dailymattyhealy, even decided to take a break from updating due to disappointment over Healy's behavior.
• Taylor Swift and Ticketmaster Controversy: Another major example was the fan reaction to the chaotic presale for Taylor Swift's tour tickets, which led to Swifties voicing their frustration so strongly that it culminated in Ticketmaster apologizing and testifying in Congress.
• Pete Davidson, Offset, and Toxic Stan Behavior: The article describes how stan culture can become toxic, with examples like fans attacking Pete Davidson after his breakup with Ariana Grande and coming after Offset during a break with Cardi B. Cardi B even had to urge her fans to stop attacking her partner.

2) Why did Taylor Swift run into trouble with her fanbase? 

Taylor Swift ran into trouble with her fanbase due to the chaotic presale for her tour tickets, which left many fans unable to buy tickets because of issues with Ticketmaster. The resulting frustration led to widespread complaints, prompting Swift and Ticketmaster to apologize, and even resulted in Ticketmaster having to testify in Congress about the situation.

3) Do stan accounts reflect Clay Shirky's ideas regarding the 'end of audience'? How? 

Yes, stan accounts reflect Clay Shirky's ideas regarding the "end of audience." Shirky argued that the traditional, passive audience model has ended, and audiences have become active participants who create and share content rather than just consuming it. Stan accounts embody this shift because they are not merely fans watching celebrities; they actively shape narratives, create content (such as fan updates, commentary, and memes), and influence public perception of celebrities. Stans engage in real-time conversations, build communities, and even impact celebrity careers and public discourse—demonstrating the shift from passive to participatory audiences that Shirky described.

Read this Conversation feature on the economics of Taylor Swift fandom. Answer the following questions: 

1) What do Taylor Swift fans spend their money on? 

1. Concert Tickets: This includes everything from regular seats to expensive VIP packages, with prices for the Australian leg of the "Eras" tour ranging from around A$79.90 for basic seats to A$1,249 for VIP packages.
2. Merchandise: Fans buy a wide range of Swift's merchandise, including limited-edition items available during her tours. Many fans queue for hours and spend significant amounts to acquire these items, often viewing them as symbols of their dedication.
3. Multiple Album Copies: To show their support and dedication, some fans buy several copies of her albums, especially during themed releases or special editions.
4. Travel Expenses: Fans often travel to attend multiple concerts, which means spending on transportation, accommodation, and other travel-related costs to see Swift perform.

2) How does Swift build the connection with her fans? Give examples from the article.

Swift builds connections with her fans by hosting exclusive events like "secret sessions" before album releases, often in her own home, where she memorizes personal details about fans. She also sends surprise gifts, such as handwritten letters or personalized items. Additionally, she engages in meet-and-greets after shows, creating a sense of reciprocated friendship.

3) What have Swifties done to try and get Taylor Swift's attention online? 

Swifties try to get Taylor Swift's attention online by sharing screenshots of their merchandise receipts, posting pictures of themselves with multiple copies of her albums, and creating elaborate, emotional content. Fans believe these actions increase their chances of being noticed by Swift's social media team, Taylor Nation.

4) Why is fandom described as a 'hierarchy'? 

Fandom is described as a 'hierarchy' because fans achieve higher status through particular behaviors, especially by spending money on concerts, merchandise, and albums. Fans who make significant sacrifices are labeled as more "dedicated" and gain recognition from others in the community. 

5) What does the article suggest is Swift's 'business model'? 

Swift's business model is suggested to be built on fan desire to meet her. Fans are encouraged to prove their dedication by purchasing merchandise, albums, and expensive concert tickets to increase their chances of being noticed or chosen for personal interactions.

Taylor Swift: audience questions and theories

Work through the following questions to apply media debates and theories to the Taylor Swift CSP. You may want to go back to your previous blogpost or your A3 annotated booklet for examples. 

1) Is Taylor Swift's website and social media constructed to appeal to a particular gender or audience?

Taylor Swift's website and social media are primarily designed to appeal to a young, predominantly female audience, which has historically been a significant part of her fan base. The aesthetic and content of her platforms often emphasize themes of love, friendship, and personal connection, resonating with a demographic that values emotional engagement. Additionally, Swift's active engagement with issues related to female empowerment, LGBTQ+ rights, and personal storytelling further strengthens her appeal to these audiences.

2) What opportunities are there for audience interaction in Taylor Swift's online presence and how controlled are these? 

Opportunities for audience interaction include engaging with Taylor Swift’s official social media accounts, participating in fan events, and sharing content related to her music and tours. However, these interactions are quite controlled; her team monitors the content shared on her platforms, often favoring interactions that align with her branding. For example, Taylor Nation, her social media team, engages with fans who exhibit particular behaviors, such as sharing receipts of purchases or emotional displays, creating a curated form of engagement that reinforces desired fan behaviors.

3) How does Taylor Swift's online presence reflect Clay Shirky’s ‘End of Audience’ theories? 

Taylor Swift's online presence exemplifies Clay Shirky's "End of Audience" theories by transforming her fan base from passive consumers into active participants. Fans are encouraged to create and share content, engage in discussions, and showcase their devotion through social media interactions. This shift from consumption to participation allows fans to influence narratives and promotes a community where fan-generated content becomes integral to Swift’s brand, reflecting Shirky's idea that audiences are no longer merely consumers but active contributors to the cultural landscape.

4) What effects might Taylor Swift's online presence have on audiences? Is it designed to influence the audience’s views on social or political issues or is this largely a vehicle to promote Swift's work? 

Taylor Swift's online presence can have significant effects on audiences, fostering a sense of community and belonging among fans. While her platforms promote her music and upcoming events, they also touch on social and political issues, such as LGBTQ+ rights and women's empowerment. Thus, her online presence serves dual purposes: promoting her work and shaping audience perspectives on various social issues. By addressing such themes, Swift not only connects with her audience on a deeper level but also positions herself as a socially aware artist.

5) Applying Hall’s Reception theory, what might be a preferred and oppositional reading of Taylor Swift's online presence? 

Preferred Reading: Fans may view Taylor Swift's online presence as a positive and relatable connection. They might see her as a supportive figure who addresses social issues, fosters community, and actively engages with her audience, reinforcing feelings of loyalty and admiration.

Oppositional Reading: Critics might argue that her online presence is overly curated and manipulative. They could see her engagement as a marketing strategy designed to sell products and maintain her celebrity status rather than a genuine connection, questioning the authenticity of her relationships with fans.

Industries

How social media companies make money

Read this analysis of how social media companies make money and answer the following questions:

1) How many users do the major social media sites boast?

As of 2024, major social media platforms have the following approximate user counts:

• Facebook: 2.9 billion
• Instagram: 2 billion
• TikTok: 1.2 billion
• Twitter (X): 450 million

2) What is the main way social media sites make money? 

The main way social media sites make money is through advertising. They sell ad space to businesses to promote their products and services to users.

3) What does ARPU stand for and why is it important for social media companies? 

ARPU stands for Average Revenue Per User. It is important for social media companies because it measures how much revenue each user generates on average, helping companies assess profitability and set advertising rates.

4) Why has Meta spent huge money acquiring other brands like Instagram and WhatsApp? 

Meta has spent huge money acquiring brands like Instagram and WhatsApp to expand its user base, diversify its offerings, and maintain a competitive edge in the social media market.

5) What other methods do social media sites have to generate income e.g. Twitter Blue? 

Other methods include:

• Subscription services (like Twitter Blue) for premium features.
• Selling user data for market research.
• E-commerce integrations allowing users to buy products directly through the platform.
• In-app purchases for games or virtual goods.

Regulation of social media

Read this BBC News article on a report recommending social media regulation. Answer the following questions:

1) What suggestions does the report make? Pick out three you think are particularly interesting. 

• Disclosure of Algorithms: Social networks should release details of their algorithms to trusted researchers for vetting.
• Correction Notifications: Platforms must notify users about corrections if misinformation is identified by independent fact-checkers.
• Circuit Breakers: Introduce mechanisms to temporarily halt the spread of newly viral content while it undergoes fact-checking.

2) Who is Christopher Wylie? 

Christopher Wylie is a whistleblower who revealed how Cambridge Analytica misused Facebook data for targeted political campaigns. He has become a prominent critic of social media practices regarding data privacy and misinformation.

3) What does Wylie say about the debate between media regulation and free speech? 

Wylie argues that regulating platforms does not infringe on free speech but ensures that platforms do not artificially amplify false information. He emphasizes that freedom of speech does not equate to the right to have one’s voice amplified by algorithms.

4) What is ‘disinformation’ and do you agree that there are things that are objectively true or false? 

Disinformation refers to false information deliberately spread to deceive. Yes, there are objectively true or false statements, such as factual claims about events or scientific findings. Wylie argues that some false claims are clearly disproven and should be addressed.

5) Why does Wylie compare Facebook to an oil company? 

Wylie compares Facebook to an oil company to illustrate that, just as oil companies contribute to pollution as a by-product of their operations, social media companies create social harms (like spreading hate speech and misinformation) through their algorithms and business models, regardless of whether they profit from them directly.

6) What does it suggest a consequence of regulating the big social networks might be? 

Regulating these networks might push some users toward fringe platforms that prioritize free speech, potentially creating spaces where harmful content is more readily accepted and shared without moderation.

7) What has Instagram been criticised for?

Instagram has been criticized for promoting unrealistic body images and contributing to mental health issues, particularly among young people, due to its algorithms that highlight idealized images and lifestyles.

8) Can we apply any of these criticisms or suggestions to Taylor Swift? For example, should Taylor Swift have to explicitly make clear when she is being paid to promote a company or cause? 

Yes, similar criticisms could apply to Taylor Swift regarding transparency in her online presence. For example, if she promotes products or endorsements, it could be suggested that she explicitly disclose these partnerships to her audience to ensure clarity about sponsored content. This would align with calls for transparency in social media practices to protect consumers and promote honest communication.