Taylor Swift: Audience and Industries blog tasks

 Taylor Swift: Audience and Industries blog tasks

Create a new blogpost called 'Taylor Swift: Audience and Industries blog tasks' and work through the following to complete your case study.

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?

The article likely provides examples of various fandoms and celebrities, such as the fandom surrounding Taylor Swift, BTS, or other popular artists. These examples illustrate the different ways fans engage with their favorite celebrities, including social media interactions, fan clubs, and participation in events like concerts or fan conventions.

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

 Taylor Swift ran into trouble with her fanbase primarily due to her public feud with Kanye West and the subsequent fallout from it. This situation created a divide among her fans, with some supporting her and others feeling conflicted due to their admiration for both artists. Additionally, her decisions regarding album releases and re-recordings have also sparked discussions and mixed reactions within her fan community.

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' by demonstrating how fans are no longer just passive consumers of content but active participants in the cultural conversation. Stan accounts create and share content, engage in discussions, and mobilize other fans, effectively transforming their role from audience members into content creators and community builders. This aligns with Shirky's argument that the internet has empowered individuals to contribute to and shape media rather than merely consuming it.

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? 

Taylor Swift fans typically spend their money on a variety of things, including:

1. Concert Tickets : Attending her live performances, which are highly anticipated events.

2. Merchandise : Official merchandise like t-shirts, hoodies, posters, and other memorabilia related to her albums and tours.

3. Music : Purchasing her albums, whether physical copies like vinyl and CDs or digital downloads and streaming subscriptions.

4. Fan Experiences : Engaging in exclusive experiences, such as VIP packages that offer meet-and-greet opportunities or special access at concerts.

5. Fan Events: Participating in fan gatherings, listening parties, or themed events that celebrate her music and influence.

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

Swift builds a connection with her fans through personal storytelling in her music, often sharing relatable experiences and emotions. She engages directly with her fans on social media, responding to their messages and showing appreciation for their support. For example, she might share fan art or comment on fan posts, making her followers feel seen and valued.

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

Swifties have used various online platforms to try and get Taylor Swift's attention, including creating viral hashtags, organizing fan projects, and sharing their own content like videos and art that celebrate her music. They often rally together during significant events, like album releases, to trend topics related to Taylor on Twitter or other social media.

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

Fandom is described as a 'hierarchy' because there are different levels of engagement and involvement among fans. Some fans might be casual listeners, while others are deeply invested, participating in fan clubs, attending multiple concerts, or even creating content. This creates a structure where certain fans may feel more connected or recognized within the community based on their level of dedication.

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

The article suggests that Swift's 'business model' revolves around creating a strong emotional connection with her fans, which in turn drives her sales and concert attendance. By fostering this connection, she builds a loyal fanbase that supports her through various projects, making her brand not just about music but also about personal engagement and community.

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 constructed to appeal to a broad audience, but they tend to resonate particularly well with young women. Her branding often includes themes of empowerment, personal storytelling, and emotional connection, which can attract a female demographic. Additionally, her use of vibrant visuals, relatable content, and direct engagement with fans creates an inviting atmosphere that encourages participation from her audience. However, her music and message also attract a diverse range of listeners beyond just one gender, making her appeal quite widespread.

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

 Taylor Swift's online presence offers numerous opportunities for audience interaction, such as commenting on her posts, participating in live Q&A sessions, and engaging in fan challenges or initiatives. While these interactions allow fans to feel connected, they are still controlled by Swift and her team, who curate the content and manage the narrative surrounding her brand. This control ensures that the interactions align with her image and messaging.

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

Taylor Swift's online presence reflects Clay Shirky’s ‘End of Audience’ theories by allowing fans to become active participants rather than passive consumers. Fans engage with her content, create their own interpretations, and contribute to the conversation surrounding her work, which empowers them to shape the narrative and community around her music.

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? 

The effects of Taylor Swift's online presence on audiences can be significant. While she does address social and political issues, her online platforms primarily serve as a vehicle to promote her work and connect with fans. However, her influence can lead to discussions among fans about these issues, as her platform provides a space for dialogue and awareness.

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

Applying Hall’s Reception theory, a preferred reading of Taylor Swift's online presence might view her as a relatable and empowering figure who fosters community among her fans. An oppositional reading might critique her for commercializing personal experiences or for not addressing certain social issues more directly, seeing her online presence as primarily self-promotional rather than genuinely engaged with broader societal concerns.

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?

major social media sites boast the following estimated user counts:

   - Facebook: Over 2.9 billion monthly active users

   - Instagram: Over 2 billion monthly active users

   - TikTok: Over 1 billion monthly active users

   - Twitter (now X): Approximately 450 million monthly active users

   - Snapchat: Around 600 million monthly active users

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 and brands, allowing them to promote their products or services to targeted audiences based on user data and behavior.

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 is generated on average from each user. A higher ARPU indicates that a company is effectively monetizing its user base, which is crucial for profitability and growth.

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 market share, diversify its offerings, and enhance user engagement. These acquisitions allow Meta to integrate different features and services, keeping users within its ecosystem and increasing overall advertising revenue.

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

Other methods social media sites use to generate income include subscription services, like Twitter Blue, which offers users additional features for a monthly fee. Additionally, some platforms monetize through partnerships, sponsored content, and selling user data insights to businesses for market research.

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. 

   - Implementing stricter regulations on data privacy to protect user information.

   

- Establishing clearer guidelines for the transparency of political advertising on social media platforms.

 

  - Encouraging social media companies to take greater responsibility for the content shared on their platforms, particularly regarding harmful misinformation.

2) Who is Christopher Wylie? 

Christopher Wylie is a data scientist and whistleblower known for his role in exposing the Cambridge Analytica scandal, where personal data from millions of Facebook users was harvested without consent for political advertising purposes.

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

Wylie argues that there needs to be a balance between media regulation and free speech. He believes that while free speech is essential, the unchecked power of social media platforms can lead to the spread of harmful content and misinformation, which justifies the need for some level of regulation.

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

Disinformation refers to false information that is deliberately spread to deceive people. I agree that there are objective truths and falsehoods; some facts can be verified through evidence, while disinformation aims to manipulate perceptions and beliefs.

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

Wylie compares Facebook to an oil company to highlight how both operate in ways that can have significant societal impacts while prioritizing profit. He suggests that just as oil companies have environmental responsibilities, social media companies should be held accountable for the societal effects of their platforms.

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

The report suggests that regulating big social networks might lead to unintended consequences, such as stifling innovation or pushing harmful content to less regulated platforms, where oversight is weaker.

7) What has Instagram been criticised for?

 Instagram has been criticized for various issues, including its impact on mental health, particularly among young users, and for facilitating the spread of unrealistic beauty standards and disinformation.

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?

We can apply some of these criticisms to Taylor Swift, particularly regarding transparency in promotions. It would be beneficial for her to explicitly disclose when she is being paid to promote a company or cause, as this aligns with the call for transparency and accountability in advertising on social media. This practice can help maintain trust with her audience and ensure they are aware of any potential biases in her endorsements.