Does Taylor Swift have what the Church doesn't have?
Taylor Swift and her fans have created a cultural movement that transcends music. A community has emerged with a structure that has something religious about it. Does the Swiftie fandom offer young people something that confession and church can no longer provide?
Taylor Swift is a 13-time Grammy winner, billionaire, and pop icon. She has just been named Person of the Year by the magazine "Times," making her the first pop singer to receive this honor. Previous recipients include U.S. civil rights leader Martin Luther King Jr., former Chancellor Angela Merkel, and in 2022, Ukrainian President Volodymyr Zelenskyy.
"Times" editor-in-chief Sam Jacobs explained the choice by citing Swift's ability to create unity in divided America. "She was a source of light and happy moments after much darkness. She saw and honored the dreams, feelings, and experiences of people, especially women, who often feel overlooked and undervalued."
The artist's influence can even be seen in the upcoming U.S. elections. "Swift is the only one who could beat Trump," said Alyssa Farah Griffin, former Trump communications strategist, recently on her podcast. In the last election, Swift officially endorsed Joe Biden. This time, the singer has not yet spoken out.
Passion to Obsession
Swift's fan base is so impressive that it has its own name: Swifties. Known for their loyalty and passion bordering on obsession, no path seems too far and no ticket price too high. They are also active on social media, supporting each other.
If there's one commonality among fans, it's that they are primarily female and young. This was evident at Swift's concert in Munich in late July, where there were 74,000 fans in the stadium and 40,000 in the Olympiapark, yet there were no significant incidents or escalations.
The extent and intensity of the hype around Swift are often criticized, with some saying it exceeds normal levels and is obsessive, even fanatical. Indeed, the degree of devotion shows interesting parallels to the search for meaning in a religious context. According to the Bertelsmann Religion Monitor 2008-2017, there is a strong desire for orientation and meaning in Germany. Fifty percent of 18- to 29-year-olds believe in a higher power or a personal god. However, religion and church are becoming increasingly unimportant: only ten percent of young people attend church or practice a denominational faith.
Taylor Swift as a Higher Power?
Does the Swiftie fandom offer young people something that religion and church can no longer provide? It almost sounds that way from the "Times" editor-in-chief: "No one else in the world can move so many people so well today." However, Swiftie expert Jörn Glasenapp sees it differently. "Taylor Swift is not a goddess to her fans," says the professor at the University of Bamberg. He teaches courses on Taylor Swift and has just written a book about the fandom. "She seems very down-to-earth and is connected to her fans through a very strong closeness. Despite her success, the Swifties see her as one of their own." Fans also emphasize this: "We are her and she is us," says a 26-year-old.
Even Swift seems keen to stay approachable - despite over 60 awards and her millionaire status. So far, there are few signs that she's becoming a classic diva. Her fans find echoes of love and friendship in her songs. "She sings the soundtrack of our lives," one Swift fan told ntv.de. However, there are also dissenting voices among her followers. One Swiftie criticized the singer's political silence: "She doesn't speak out. Neither about the Palestine conflict, the U.S. election, or her countless private jet flights. As much as I love her, I find that morally difficult."
Pilgrimages to Swiftie Mecca
Swift is not a goddess to her fans, but structural similarities to traditional religions like Christianity can be observed. Many Swift fans attend multiple concerts, meeting like-minded people beforehand, and describe the shows of her extremely successful "Eras" tour as pilgrimages. Gelsenkirchen was dubbed the "Mecca" for Swifties during the concerts.
Criticism of fans as irrational religious fanatics can be heard, but Glasenapp, who is also a fan, sees it more relaxed. "There are similar structures, especially regarding the community, but nothing extreme or excessive." Fans express joy at "being able to share their love for a person with everyone and celebrate it." However, the concerts do resemble religious services in their ritualized nature. Glasenapp acknowledges significant similarities: "In a way, the communal singing is like a mass."
Friendship Bracelets Instead of Crosses
Swift uses certain symbols and images in her music and performances that her fans not only understand but also adopt and spread. This could also be seen as a religious similarity. A distinctive symbol is the self-knotted friendship bracelets.
Fans respond to lyrics like "So, make the friendship bracelets, take the moment and taste it" in her song "You're On Your Own, Kid," with millions being knotted and exchanged during the "Eras" tour. Swifties who only know each other through social media feel connected worldwide. "There's no clearer symbolism," Glasenapp agrees. Swift's lucky number, 13, is also prevalent.
Swift's song lyrics and albums could be seen as modern "holy texts," analyzed, interpreted, and shared among fans. While Bible study groups delve into texts attributed to Jesus, Swifties search for "Easter eggs": hidden symbols and meanings that may reveal insights into Taylor's private life or guide their own lives. Swift rarely confirms these speculations, but her fans do so enthusiastically.
Safe Space in the Taylorverse
"I've been a fan for 15 years, and maybe it's the religion I never had," a Swiftie told ntv.de. However, they "would never follow her blindly" and find it important to stay true to their own values, which Swift isn't fully upholding. Many fans wish she'd combine her commercial success with a clear political stance.
Already now, Swift and her fans have created a cultural movement that goes far beyond music, forming a community that bears similarities to traditional religion in its intensity and structure. The most important parallels are a shared value system and feelings of belonging and community. Fans often describe it as a "safe space". Cultural scientist Svenja Reiner describes the fan consciousness as emotional, powerful, and empowering. It's a closeness and belonging that transcends geographical boundaries, and could certainly be extended to class or ethnic belonging. Just as the Church, according to Pope Francis, stands for "community" and has a value code, so do the Swifties. They welcome everyone, explains Glasenapp. "The Taylorverse stands for diversity, tolerance, and inclusion. That's what makes it so incredibly appealing, especially in a time when actors like Putin, Trump, or the AfD are so aggressively pushing for division."
Taylor Swift's music resonates deeply with her fans, as one Swiftie put it, "She sings the soundtrack of our lives." This connection is so strong that fans often describe attending her concerts as pilgrimages.
Swift's song lyrics and album releases have become modern "holy texts" for her fans, with hidden symbols and meanings known as "Easter eggs" eagerly analyzed and shared among the community. The self-knotted friendship bracelets, a distinct symbol in Swift's music, have even become a symbol of connection among fans around the world.
