The Taylor Swift Effect
By María Morena Vicente, Nancy Nuñez and Emiliano Rodriguez Nuesch
In previous posts, we’ve discussed how music can break down psychological barriers that hold us back from action. With its ability to inspire, motivate, and unite, music creates a positive mindset, fosters empathy, and highlights critical issues.
The elections in the US are approaching, and the landscape is complex and polarizing. In this context, public figures like Taylor Swift have become key players in mobilizing electoral participation and countering political apathy.
But what key aspects make Taylor so influential? Let’s dive in.
She has a message and “always advocates”, encouraging her fans to also do so. Through her lyrics and speeches she stands for the LGBTQ+ community, talking about her mental health struggles and gender inequality.
Have you heard the song “The Man”? It narrates fictional scenarios where she could have cruised through life by being born male, shedding light on the odds of patriarchy.
As you can see, Taylor raises her voice for many different causes.
She built a community with and within her fandom, making sure they are okay during shows and they get to make bonds with each other.
According to El País, the core values that Swift and her fans, known as Swifties, uphold are none other than those of the American Declaration of Independence: “Life, liberty and the pursuit of happiness.” In her songs, there's a strong focus on independence, self-growth, and finding goodness in daily life.
Based on these key points, Taylor invites her fans to take action and overcome different types of barriers. So, looking back at her message regarding elections, what does she want to convey?
This scene is from the Netflix documentary ‘Miss Americana’, where she regrets not commenting on politics for the first time in 2016 to help defeat President Trump, rather than breaking her silence ahead of the 2018 midterm elections.
This is Taylor’s 2018 post in which she encouraged young people to vote and engage.
Do your own research
More recently, the singer-songwriter used her power and influence to address this issue, this time since the beginning. After the debate between Vice President Kamala Harris and former President Donald Trump, Swift posted an endorsement of Harris on social media, urging her young followers to vote and, more importantly, to "do their research" before making decisions about the election.
This emphasis on research is significant because it directly counters the prominence effect, a frequently discussed topic in this blog, by encouraging fans to delve deeper into the issues rather than relying on sound bites or emotional reactions.
Swift’s call for young people to educate themselves is a powerful antidote to political apathy and disengagement.
What’s the result? According to CBS News, following Taylor Swift's endorsement of Kamala Harris, there has been a "400% or 500% increase" in voter registration — between 9,000-10,000 people per hour, according to data firm TargetSmart.
Taylor Swift’s influence demonstrates how public figures can inspire voter engagement, especially amongst the young population, and counter apathy by encouraging critical thinking.
By pushing people to look beyond emotional appeals and do their own research, she highlights the importance of informed participation in democracy.