Taylor Swift’s “Eras Tour” Sparks Political Engagement Among Fans
In a surprising turn of events, Taylor Swift’s “Eras Tour” has become a catalyst for political engagement among her fans, known as “Swifties.” The botched ticket presales for the highly anticipated tour in late 2022 led to unprecedented demand, arbitrary purchasing privileges, and Ticketmaster website crashes, leaving many fans unable to secure tickets.
New research from political scientists at the University of Notre Dame has found that this experience forced Swifties to pay attention to politics by connecting it to something meaningful and personal in their lives. The disappointment of not being able to attend the concert shed light on the importance of event ticketing politics, such as market competition, consumer rights, and wealth inequality.
Notre Dame researchers Erin Rossiter and Jeff Harden tested a political science theory called “issue publics,” which suggests that small groups within the public sphere are passionate about a certain political issue and are motivated to engage in the democratic process. The Swiftie community was identified as one such group, with a strong online presence and the ability to coordinate information effectively.
The researchers conducted a survey of over 4,000 Swift fans and found that those who were unable to purchase tickets were more likely to engage in political activism, such as filing complaints with government agencies. This shift in behavior prompted elected officials to take notice, with antitrust bills being introduced and investigations launched into ticketing practices.
Despite the political polarization in the U.S., this research offers hope that democracy can still function effectively when individuals are passionate about a particular issue. As Rossiter stated, “Maybe they can care a lot about one thing, one particular issue that they are passionate about.”
The “Eras Tour” may have been a disappointment for many Swifties, but it has sparked a newfound interest in politics and activism among fans, proving that even a pop star can inspire political engagement.