“Taylor Swift is known for her ability to connect with those listening to her music,” says Johnstone. “She not only uses her lyrics to show a more authentic side to her fans, and therefore, connect deeper than surface level in comparison to other celebrities, but by sharing her experiences, she also puts herself in a position to inspire. By being relatable by sharing what she has faced, fans are able to develop an emotional bond, making them feel a stronger sense of closeness.”
As Dr. Aviva Philipp-Muller, a marketing professor at Simon Fraser University, noted in a video called ‘The Marketing Genius of Taylor Swift’, the singer “does a lot to foster these [parasocial] relationships.” “She engages with her fans and she has historically invited some specific fans to her home for listening parties. So, if you think there’s one day a chance that you might meet Taylor Swift, there is a chance that you will,” she says.
Many fans have grown up with her
If listening to Taylor Swift makes you feel “so high school,” you are not alone. Miss Swift saw many of us through our tweens, teens and early adulthoods—some of us even feel like we grew up with her by our sides. “I think the fact that Taylor Swift has been present in our lives for so long, and that many of us feel like we’ve grown up with her music, also delivers a sense of connection or depth that newer artists might find harder to develop,” says Skinner.
She lets us indulge in heartbreak
No one does a sad song quite like Taylor—My Tears Ricochet, anyone? Well, according to Johnstone, Swift’s unique ability to craft the perfect sad song is another part of her appeal. “Research finds that music—especially sad music—can help heal and uplift you, especially if you’re suffering from a broken heart or a negative situation,” she says. “For example, a study found the emotional impact of listening to sad music can increase our feelings of empathy, compassion and a desire for positive connection with others. That, itself, is psychologically healing and with a lot of Taylor’s music reflecting on heartbreak, relationships and situations that a lot of young women can relate to, many may find themselves feeling more heard and less alone after listening to her songs.”
She makes fandom interactive
With her obsession with weaving clues and Easter eggs into her music, Swift has created a generation of amateur detectives. Now, alongside gushing over the pop star, online fan communities are hard at work hunting for hints and analysing each and every thing she does. “It could certainly be something that gives the status of being a fan a more active role,” says Skinner. “Instead of simply consuming music or art, the fans become part of the overall journey by analysing, assessing and developing personal interpretations. It could also be something that strengthens the overall fan community—by having shared theories or ideas that aren’t necessarily obvious to the general public, there’s a sense of connection or inclusivity within the group as a whole.”
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: vogue.in
