Taylor Swift’s Kamala Harris
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Taylor Swift endorsed Kamala Harris following the presidential debate. Will Swift’s endorsement persuade the undecided voters, and could it have a meaningful impact on the election?
Celebrity endorsements are often overrated. Voters process a storm of information in their political decision-making, and the voice of a single celebrity can easily get lost in the 24-hour news cycle. But Swift is not an ordinary celebrity, and her fans are not ordinary fans.
In my research on the Swiftie fandom I have been struck by the ease with which fans form imagined intimate relationships with Swift, treating her as a close friend or confidant, or a proxy mother or daughter. The term “parasocial relationship” was coined by a pair of psychologists in the 1950s to describe the one-sided relationships people develop with celebrities. Through her autobiographical songwriting, intimate performance style and clever use of marketing and social media, Swift creates rich opportunities for parasocial relationships to flourish.
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