A decade ago, Taylor Swift liked to publicly mock a Jonas brother for dumping her over the phone. Today, her words may determine the future of US democracy.
Over the last few weeks, Swift’s endorsement has become one of the most coveted – and contested – prizes in the 2024 presidential election. After the New York Times reported that Joe Biden’s re-election campaign was desperate to lock it down, Donald Trump’s allies reportedly declared a “holy war” on Swift. Fox News commentators started urging Swift to stay out of politics, while a sizable contingent of rightwingers spiraled into conspiracy theories: that Swift is a covert asset to bolster Biden, that she and her boyfriend, Travis Kelce, are a set-up to bolster Biden, that the Super Bowl – in which Kelce will play as a tight end for the Kansas City Chiefs football team – is being rigged to bolster Biden.
All this fervor may seem totally out of touch. No matter how beloved she is, can a pop star from a Christmas tree farm in Wyomissing, Pennsylvania, really decide the 2024 presidential elections?
The answer is surprisingly complex, according to interviews with experts, self-described Swift admirers, and people who say they are indifferent to Swift. It is improbable that Swift’s opinion would be the deciding factor for a voter torn between supporting Trump or Biden – if such a person exists – but the pop superstar is far more likely to propel voter turnout. And if the rematch between the two politicians, who still have to win their primaries, turns out to be close, the Swift electorate may make the difference.
“We are not used to recognizing people like Taylor Swift with that much political power. That can be unnerving. We’re not used to female fandoms, perhaps, having that much political power,” said Ashley Hinck, an associate professor at Xavier University whose book Politics for the Love of Fandom unpacks the links between fandom, politics and civic engagement. “There’s a way in which pundits, politicians, commentators and regular citizens are coming to terms with a new political culture. If you’re not a part of it, you haven’t seen it before – but it has been around for a long time. It’s been growing for a long time.”
As Swift might say, it’s been a long time coming.
A lack of persuasion
Swift first waded into politics in 2018, when she broke her career-long silence on politics to urge fans to vote for Democrats in a Tennessee election. Although one of Swift’s preferred candidates lost to the Republican Marsha Blackburn, Swift endorsed Biden in 2020. She has also continued to tell fans to vote in subsequent elections, and voter registration has soared by the tens of thousands after each of her get-out-the-vote Instagram posts.
Her fanbase is staggeringly large, with 53% of Americans saying they are fans and 16% identifying as “avid fans”, according to a March 2023 Morning Consult poll. (That poll was conducted before the launch of Swift’s world-conquering Eras Tour, which has become the highest-grossing tour of all time and reportedly made Swift a billionaire.)
However, Swift’s fanbase is not evenly distributed across the US political spectrum: 55% of her self-avowed avid fans identify as Democrats, while 23% are Republicans and 23% are independents.
Although a November 2023 NBC News poll found that 40% of registered voters said they had a positive view of Swift – more than any other figure included in the survey, including Biden, Kamala Harris and Beyoncé – Democrats are still more likely than Republicans to say that they like Swift. Fifty-three per cent of Democrats said that they had a positive view of Swift, while just 28% of Republicans say the same. Compared to Democrats, Republicans are also five times more likely to have a negative opinion of Swift.
Experts caution that it is exceedingly difficult to ever pinpoint what makes someone choose one candidate over another. David James Jackson, a Bowling Green State University professor who has studied the effect of celebrity endorsements, was skeptical of the idea that Swift could flip Republicans for Biden.
“If the policy position is already popular among the group that I’m surveying, the celebrity endorsement makes it more popular. If it’s unpopular, it makes it less unpopular, but it doesn’t actually make it popular,” Jackson said. But, he added: “Are American elections really about persuasion any more?”
Jackson continued: “If in fact it turns out to be a Biden-Trump rematch, how many people really haven’t formed an opinion about either of those two?”
Despite Swift’s relative lack of popularity among Republicans, the rightwing attacks on her may still backfire, according to Jasmine Amussen, a 34-year-old librarian who lives in Georgia.
“I really don’t think that they understand that when they’re attacking Taylor Swift, they are actually talking about the millions of millennial women – mostly white – [in her fanbase]. But they’re attacking their own daughters,” Amussen said of Republicans. “I think they’re so confused as to how this 34-year-old woman is a billionaire, is unmarried. They just can’t see past that to the underlying source of her power, which is the people who love her.”
Trump pressured Georgia’s secretary of state to “find” about 11,000 votes when he wanted to win the state in the 2020 election, as Amussen pointed out. The margins of the 2024 elections could be equally small, and a Swift endorsement could make the difference in turnout.
“She can find 11,000 people to go vote when they didn’t before or vote when they hadn’t in a long time,” Amussen said. “All it takes is a couple hundred women who were not interested before seeing these much older – gross, honestly – men talk about someone they respect and admire in that way.”
‘It will affect young people’
Nearly 500 people responded to a Guardian survey about their thoughts on Swift’s political influence. Asked whether a Swift endorsement could influence their vote, most respondents said no. They frequently said that they already agreed with Swift’s suspected liberal politics or that they were not swayed by celebrity endorsements.
But respondents often said that other voters may be more susceptible. “I’m not influenced by her, but my kids’ generation is,” one person from Massachusetts wrote. “I’m much too well informed,” someone from Colorado added. “But it WILL affect young people.”
This kind of attitude is possibly an example of what Desirée Schmuck called “the third person” effect.
“People always think that there’s a stronger impact on others than on themselves,” said Schmuck, a professor from the University of Vienna who has studied how parasocial relationships influence youth political behavior.
“We see that in interviews, they do agree that influencers have changed their behavior, not necessarily voting behavior, but rather what they buy or what they boycott, for instance, for political reasons,” Schmuck said. “With voting, like with all behavior, there’s not enough introspection to really know what was it in the end that caused you to do something. I don’t think people want to pin it down to one factor, because they don’t want to be that simple.”
The responses to the Guardian’s survey, although extensive, by no means constitute a representative or scientific study. The survey design would probably draw in people who already have strong opinions about Swift, whether negative or positive. (A surprising number of people took the time to fill out a totally voluntary survey only to insist they had no thoughts on Swift. “Do not care about her or her opinions,” one 84-year-old from Georgia wrote.)
Still, some academic studies have indeed uncovered a connection between celebrity endorsements and voter activity. A study that Schmuck worked on found that a German influencer’s efforts to associate the climate crisis with the European Union elections – “a boring election for young people”, Schmuck said – was linked to a boost in youth voter turnout. Another study, which examined Oprah Winfrey’s endorsement of Barack Obama before the 2008 presidential primary, uncovered that Winfrey’s support led to 1m extra votes for Obama.
Some people in the Guardian survey did say that Swift’s opinions may influence their behavior, if not their vote.
“If she came up and she said, ‘Here’s the guy running against Marsha Blackburn and I think we should really support this person,’ I would cut that person a check,” said Michael Dee, who works in investment banking in Dallas, Texas, and is deeply involved in politics. He knows he’s voting for Biden but, he said, “Taylor can highlight some candidates to help them raise money and I think that would be … a very good thing.”
Ultimately, complicating every calculation about Swift and her endorsement’s power is the singularity of her status. Arguably, the last time musicians commanded this much attention, they were the Beatles, they were men, and there were four of them.
The Beatles were also only a band for less than a decade, while Swift has been in the public eye for almost two. Many Americans started to form emotional ties to her long before they could vote.
“I’ve never seen a potential endorsement be so anticipated as this one,” Jackson said.
