the parasocial problem
using Taylor Swift to analyze changes that need to be made to celebrity culture
Back in middle school, I was a huge Taylor Swift fan. I had the TS calendar, was defending her to my friends, the whole nine. I had the 1989 CD, and I don't think I even had a CD player. Not to overanalyze a thirteen-year-old's hyper fixation, but that was my first glimpse into the power and allure of celebrity culture. And as I entered online spaces, I realized the power and impact an album, movie or any form of creative expression can have on people.
This is arguably more true in 2023. Fan culture and our interactions with public figures have only become more prevalent, and the lines between fandom and parasocial relationships have blurred further. We find ourselves navigating a landscape where admiration can quickly transform into obsession, and the boundaries between genuine appreciation and unhealthy fixation become increasingly fragile. So how do we see this manifest, and how do we cope when these mechanisms fail us?
By now we’re all familiar with the term “parasocial relationship”: those one-sided connections forged with media figures linked to the things you consume. And while these types of relationships have gotten a lot of negative press recently, they’re not particularly uncommon. We all have that one friend who knows a little too much about the personal life of a celebrity, knowing what restaurants they frequent or following their mom on Instagram. While it may seem like a lot, this phenomenon is largely a product of the Internet age. Being able to see and hear the thoughts of our favorite actors and musicians the same way we hear our friends brings us closer to them than ever before.
However, this amount of perceived access and intimacy can sometimes lead to obsessive and unhealthy interactions. It's important to recognize the boundaries and remember that the glimpses we have into celebrities' lives are carefully curated by the media. Parasocial relationships can foster a sense of connection, but we must not lose sight of the fact that these individuals are ultimately strangers to us. Yet, celebrities and media figures continue to capitalize on the dedication of their most devoted fans.
Nobody has mastered the parasocial quite like Taylor Swift. For over a decade, Swift has maneuvered through the realm of celebrity worship and leveraged her immense fame into a brand empire. There was a three-day span this month where my Instagram feed was solely comprised of pictures and videos taken right before or during her concert. Taylor excels at creating an atmosphere where her fans feel close to her. Her music and persona work to create the image of the easy-to-root-for everywoman, rather than the unfathomably wealthy superstar that exists in real life. Even I fall victim to it. Without thinking I just referred to her as Taylor, like we’re on a first-name basis. I don’t know that woman!
Naturally, Swift uses her fan’s perception of her to her advantage. Over the years she’s played a significant role in feeding into these relationships through fan-centric projects and interactions. She does things like send her fans on scavenger hunts for her track lists or invite fans to her homes to listen to albums with her. She got her fans holding her pets! For a few years, Taylor had coined the term “Swiftmas”, where she literally picked fans and sent them hand-wrapped gifts to their homes. I don’t know about you, but that would make me feel a bit special.
Recently, the parasocial relationship Taylor Swift has with her fans was jeopardized by her romantic relationship with a one Matthew Healy, singer, songwriter, and frontman for The 1975. Besides being a grown man who insists you refer to him as “Matty” and looking greasy more often than not, Healy’s behavior including casual racism and misogyny had Swifties rightfully up in arms. They complained that Healy was too objectionable a partner for Swift to parade around the way she had been, and while I do agree that his actions and general demeanor are abhorrent, I can't help but think that the Swifties are missing a key part of this.
Healy isn’t too objectionable a partner for Taylor - he’s too objectionable a partner for Taylor as a brand.
Herein lies the problem: fandom, as currently constructed, heavily relies on parasocial relationships. Yet, time and time again, these relationships have proven to be a double-edged sword. We encounter difficulties when the behavior or actions of celebrities diverge from our idealized perception of them. From the problematic (such as Kanye West) to the uninvolved (like Frank Ocean), fans often find themselves navigating the delicate task of separating the art from the artist to preserve their appreciation for the former. Swift stands here as the parasocial paragon or the proverbial final boss of this iteration of fandom, and we're seeing that the one woman we once thought was immune to critical fan intervention may be reaching a turning point. As fans become more discerning and demand greater accountability from their beloved artists, they are confronted with the realization that Swift, despite her immense fame, is just a human being. The pedestal on which she was placed is being dismantled, forcing fans to grapple with the complexities of their idol's actions and decisions.
So what do we do? Really, the only thing we can do is re-contextualize our relationship with the concept of celebrity and fame. This requires a collective effort to prioritize the art over the cult of personality surrounding the artist. With this, we can challenge the capitalist-driven system that elevates celebrities to an untouchable status and commodifies their every move. It requires us to critically engage with the art, dissect its meaning, and evaluate its impact independently of the artist's personal characteristics. It calls for a shift in focus, where the work itself takes precedence over our personal attachment to the celebrity persona.
The evolution of the fan experience must prioritize collective action and redefining celebrity culture. It calls for a shift in media consumption, moving away from fixating solely on the celebrity and redirecting our focus towards the essence of their work. Rather than idolizing the artist as the sole object of admiration, they should serve as a gateway to the art itself. This shift in perspective allows us to center our attention on the substance and impact of their creative output, fostering a deeper appreciation for their contributions.
By redirecting our attention to the artist's creative output, we can appreciate their talent, artistry, and the messages they convey through their work. Instead of fixating on the intricacies of their personal lives, we should engage with the ideas and emotions evoked by their music, films, or any other artistic medium they excel in. This not only allows for a healthier and more fulfilling fan experience but also encourages a more meaningful dialogue surrounding their art.
This is easier said than done. Re-contextualizing our relationship with celebrity and fame requires a collective effort and a willingness to challenge deeply ingrained norms. It requires us to critically examine our own desires, expectations, and behaviors as fans. We must be willing to let go of the fantasy and confront the reality that celebrities are human beings with flaws and limitations.
There’s something comforting about knowing the song or acting performance that impacted your life came from someone you’d want to emulate. It's natural to seek connection and inspiration from those we admire, but we must remember that true admiration should extend beyond the surface level. It should be rooted in the artist's creative contributions, and their ability to provoke thought, evoke emotions, and inspire change. By shifting our focus from the cult of personality to the substance of their work, we can embark on a more meaningful and transformative fan experience.
As fans, we have the power to reshape the narrative and demand a more conscious and accountable celebrity culture. We can support artists who align with our values, who use their platforms to advocate for social justice, and who challenge the oppressive systems that perpetuate inequality. By actively participating in this shift, we become agents of change rather than passive consumers.
Taylor Swift and Matty Healy just broke up too. The facade can resume, only this time Swifties, the ball is in your court.
also hey! when I named this blog barely here, I didn’t think it would refer to my posting schedule so soon. definitely had some life get in the way but we’re back to our regularly scheduled posting. lmk if you have something you think I should write about! see y’all in the next one. - micha
what do you think would have to happen for ppl to collectively shift their attention away from the artist and toward the art ? or do you think it’s even possible for us to do on our own volition ?
great post! I’ve been spending less time on twitter because I just see so many people acting like they KNOW celebrities & I’ve been catching myself doing it a lot too !!!