The Enduring Allure of Taylor Swift in the Media's Gaze
Unmatched media magnetism: Taylor Swift's name effortlessly finds its way into stories unrelated to her, captivating readers globally Swift fever, despite occasional annoyance, undeniably fuels her success
Whenever there's a lull in the cultural discourse, the conversation quickly shifts to Taylor Swift. Swift, as one of the biggest American superstars of her time, continues to dominate our attentions with blockbuster tours, record-breaking album releases, prized appearances at NFL Sunday night match-ups, and of course, the Golden Globes.
It is not surprising that news outlets and companies are eager to capitalize on her immense popularity by mentioning her in headlines, interviews, branded content, and products. From Heinz condiments to news stories about stingrays, everyone wants to be associated with her. CNN is also part of the Swift fever, with data journalist Harry Enten reporting on the odds of Swift and her boyfriend Travis Kelce staying together. However, the problem is that sometimes the stories have nothing to do with the Grammy winner at all.
Its good business to mention Swift, even when the story isnt about her
has become a popular pastime for content creators, even when Swift is not the main focus of the story. Despite causing fatigue for some, it continues to generate discussion due to her status as one of the most famous women on Earth.
Bond Benton, an associate professor in communication and media at Montclair State University, has conducted research on the impact of mentioning Taylor Swift in media coverage. According to Benton, his findings suggest that the presence of Swift in any media content can significantly increase its visibility.
For example, a September post from CBS News featured a 400-pound stingray referred to as "nearly the length of Travis Kelce," who is rumored to be dating Taylor Swift. Despite the story having no direct connection to the singer or her boyfriend, the mention of her name twice within the post led to nearly 3 million views on X as of Monday.
Benton noted that the reported 2.8 million views on X were likely driven by the integration of Swift into the story, despite the awkward inclusion, suggesting a significant interest in the unique stingray. He also pointed out that there is a "memetic" quality to the way Swift is presented online, which invites both fans and haters to debate and dissect her. Regardless of their opinions, Benton stated that the attention further elevates her status.
"It's a custom-designed ritual drama that is perfect for achieving high levels of online visibility," Benton said. "And it's entirely expected that individuals seeking to convey their message would make use of this."
All the weird places Swifts name has ended up
Fans at a Kansas City Chiefs game ponder the question that nearly every NFL broadcaster has asked at one point during the 2023-2024 season: "WHERE'S TAYLOR?"
Harry How/Getty Images
Even when Swift isnt in the room, shes still often top of mindand shes ended up in some unlikely places.
She appeared in Heinz's limited-edition release of "Ketchup and Seemingly Ranch," a condiment inspired by a social media post from a fan account of Taylor Swift. The post, based on a photo of Swift at a Chiefs game, suggested that she enjoyed a chicken tender with ketchup and "seemingly ranch." Suddenly (and briefly), Heinz was trending. (CNN has reached out to Heinz for comment on the product.)
For years, companies have utilized well-known figures (even accidentally, unpaid ones, like Swift) to gain support from consumers. Some of history's biggest celebrities, such as Marilyn Monroe and Michael Jackson, have endorsed products like high-luster shampoo and Pepsi. Now, companies are turning to America's sweetheart for endorsements.
"Swift is currently attracting the largest audience," said Kate Blanton, a University of South Carolina instructor who teaches a course on Swift's public persona.
Her "Eras" stadium tour is the highest-grossing tour ever, and the movie version recently became the highest-grossing concert film of all time. She was named Times Person of the Year in 2023, and was Spotifys most-streamed artist of 2023. Additionally, she became the only living artist to have 10 of her albums chart simultaneously on the US Billboard 200 last year.
Benton noted that Swift's presence is so influential that even the slightest connection to her attracts media attention. This was evident when several outlets reported on Travis Kelce's absence from the Golden Globes, despite the fact that he had a prior commitment to play against the Los Angeles Chargers on the same day.
The minute details of a celebrity's life are always a topic of conversation, and with Swift, they can also serve as a significant marketing opportunity. For example, after photos of one of Swift's well-documented girls' nights went viral, both Page Six and Parade published detailed accounts of what she and her friends ate for dinner, along with positive commentary from restaurant staff.
Some writers and creators will mention anything barely related to Swift just to include her. The Independent even wrote a story about her small involvement in Taiwanese politics after a presidential candidate briefly mentioned her in a debate. CNN has asked for the Independent's comment on the matter.
Meanwhile, other famous people are regularly asked about Swift. For W. magazine's awards-season issue, journalist Lynn Hirschberg had actors Julianne Moore, Natalie Portman and DaVine Joy Randolph recite "Blank Space," a song from 2014 which was re-released this year on Swift's re-recording of her Grammy-winning "1989."
Even lesser-known politicians are jumping on the Swift bandwagon, as her name draws attention. Lawmakers in Pennsylvania, Swift's birthplace, proclaimed 2023 as the "Taylor Swift era" on her 34th birthday in December. Kansas Gov. Laura Kelly also took advantage of Swift's ties to the Kansas City Chiefs tight end by sharing a photo of herself with a custom CD of Swift's top songs that her young staff put together. Recognizing an opportunity, multiple media outlets, including CNN, covered Kelly's mention of Swift.
Even when Swift fever annoys people, its working
The constant Swiftian onslaught can irritate consumers who feel she is dominating their news feeds. Following her attendance at a Kansas City Chiefs game in the fall to cheer on her boyfriend Travis Kelce, the NFL replaced its banner photo on X with a triptych of her emotional reactions. Even rival team head coaches, such as the Patriots' Bill Belichick, were bombarded with Swift-related questions at pre-game press conferences.
The NFL has reduced its mentions of Swift after the initial enthusiastic coverage earlier in the season. Kelce expressed his belief in October that the NFL was "overdoing it" with its Swift references. Even negative reactions draw more attention to the coverage, Benton noted, subtly acknowledging Swifties' recent interest in football: "Fans of the singer celebrate every media placement as if it were a score in a sporting event."
Taylor Swift looks on during a game between the Las Vegas Raiders and the Kansas City Chiefs on Christmas Day 2023 in Kansas City, Missouri.
Jamie Squire/Getty Images
Benton said the media seems to be somewhat in on the joke when it comes to shoehorning Swift into random news stories.
"Adding Swift to a story will definitely increase views, but it seems that doing so in a way that is particularly absurd will lead the content to become part of the bizarre Taylor Swift inclusions that now almost appear to be in competition," he remarked.
And since Swift has millions of fans who are constantly seeking new information about the star, the media is simply "tapping into that activity," Blanton added.
Where can we expect to see Swift's next ads for seasonally adjusting tire pressure? Perhaps in a clever headline about a fossil discovery or in a tweet from a state politician whose younger staffers want to expand their social media presence. Swift was recently brought up in a discussion at the Hollywood Reporter's annual Actress Roundtable. Moderator, Rebecca Keegan, asked "Maestro" star and Oscar hopeful Carey Mulligan which of Swift's "eras" she would be.
Mulligan ultimately decided on "Folklore," but she seemed perplexed by the question, as it necessitated a deep understanding of Taylor Swift's work in order to answer. "What does that mean?" she inquired.
CNNs Alli Rosenbloom contributed to this story.
