Lecture Notes: Taylor Swift and Social Media

Introduction

• Focus on Taylor Swift's social media presence.
• Use of personal experiences in lyrics but emphasis on marketing through social media.
• Exploration of participatory media, regulation, and industry context.

Building a Brand

• Used MySpace initially to build her brand with personal content and music links.
• Emphasized personal aspects (e.g., painted toenails) and humor (warning to guys about songs).
• Promoted through hypermedia links, email lists, and voting for awards.
• Fans engaged through building fansites, sharing experiences, and discussing performances.
• Known for hiding clues ("Easter eggs") to engage fans deeply.

Plugs and Personal Relationships

• Evolution of Taylor's social media reflecting career growth and image control.
• Uses social media for promotional content (songs, videos).
• Live interactions with fans during premieres to create community using uses and gratifications theory.

The Selfie

• Shares personal moments to deepen fan connection and relatability.
• Direct, candid mode of address helps break public/private barriers.

Live Performance

• Uses live performance photos to highlight stage presence and promote upcoming shows.
• Professional photographers capture planned and impactful images.

The Advocate

• Uses platform for advocacy (e.g., #BlackoutTuesday, critiques of monuments, Roe v. Wade commentary).
• Aligns with social movements and influences follower values using cultivation theory.

The Opinion Leader

• Influences public opinion as a trusted figure; used endorsements for brands and political campaigns.
• Two-step flow theory: Taylor as an opinion leader filtering messages to followers.

The Public Sphere

• Social media as a space for debate and influence (Habermas).
• Concerns about misinformation and authenticity in messages.

Cross-posting

• Consistent content across platforms (Instagram, Twitter/X, Facebook, TikTok).
• Massive following highlights influence and reach.

Social Media and Regulation

• Balancing consumer protection, citizen interests, and competitive markets.
• Self-regulation through company standards (e.g., Meta's community guidelines).
• User privacy settings to control engagement and manage trolls.

Community Regulation

• Example of moderation in spaces like Reddit to maintain discussion standards.

External Regulation

• UK's Online Safety Act for safer online environments.
• Importance of economic pressures from advertisers on content moderation.

The Attention Economy

• Social media monetizes user attention, selling it to advertisers.
• Platforms use user data to target ads effectively.

Artificial Scarcity

• Creating value by limiting access to content (e.g., limited album variants).

Patterns of Ownership

• Concerns about conglomerate control over media reducing variety and creativity.

Final Thoughts

• Social media provides tools for audience analysis and data-driven decisions.
• Enhances fan experience and industry connections but comes with risks.

Discussion Questions

1. How does Taylor Swift's online presence challenge social and cultural contexts?
2. How do different social media platforms target audiences differently?
3. Do social media users shape audience thoughts and behavior?
4. Validity of reception theory's claims about audience interpretation.
5. The dual nature of fan cultures: positive spaces vs. potential toxicity.