5.3.5
Social Media
Marketing and Branding
Marketing and Branding
Taylor Swift utilised online and social media to help market the music video. Taylor Swift has used interaction with her fans on social media to develop her brand.
Enigma code
Enigma code
- Taylor Swift first released a film style poster of her in character as ‘Catastrophe’ on her social media 10 days before the video premiered which acted as an enigma code, as theorised by Barthes, and sparked interest from her large social media following.
Further reach
Further reach
- The 15 other celebrities who featured in the music video followed suit and posted their film style poster of their characters on their social media over the next week.
- Swift was able to ensure a wider audience reach as the other celebrities were sharing the images to their followers who may not have followed Swift already.
#taylurking
#taylurking
- The hashtag #taylurking was used by Taylor Swift when searching through fans content which she then retweeted trended worldwide.
Uses and gratifications
Uses and gratifications
- Taylor Swift uses social media to provide uses and gratifications for her audience as it provides a sense of identity and personal relationship.
Fan engagement
Fan engagement
- Taylor Swift sometimes post selfies with fans on her social media.
- She has also been known to invite some of her fans to exclusive album listening parties at her house.
- This encourages them to spread positive messages about Taylor online.
Political viewpoints
Political viewpoints
- Taylor Swift expressed her political viewpoints for the first time in 2018 by encouraging Americans to vote.
- This is the first time she has used her influence for political gain.
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines
2.3Advertising & Marketing
2.4Print Advertisements
2.5Film Posters (Marketing)
2.6Newspapers
2.8The Guardian
3Component 1: Section B
3.1Video Games
3.3Radio
3.4No Time To Die
4Component 2: Section A
4.1Television
4.2Sitcom
5Component 2: Section B
5.1Music Video
5.2Michael Jackson
5.3Taylor Swift
Jump to other topics
1Overview
1.1Media Language
1.3Representation
2Component 1: Section A
2.1Magazines
2.3Advertising & Marketing
2.4Print Advertisements
2.5Film Posters (Marketing)
2.6Newspapers
2.8The Guardian
3Component 1: Section B
3.1Video Games
3.3Radio
3.4No Time To Die
4Component 2: Section A
4.1Television
4.2Sitcom
5Component 2: Section B
5.1Music Video
5.2Michael Jackson
5.3Taylor Swift
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