Artist adored by millions of fans, billionaire businesswoman: The social, economic and cultural influence of the American pop star Taylor Swift is so enormous that the University of Melbourne in Australia dedicated a symposium to her on Monday, attended by researchers from various disciplines.
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The Swiftposium looked at the Taylor Swift phenomenon from all angles, sociological, commercial, cultural and even… medical, before the singer's world tour, The Eras Tour, arrived in Melbourne on Friday.
“It's really amazing how many different approaches you can use to analyze Taylor Alison Swift,” said Jennifer Beckett, senior lecturer in media and communications at the University of Melbourne.
“She has amassed such power and influence that I think it is unprecedented in the (music) industry,” the academic notes. “We can learn a lot from her, but we also have to think critically.”
- Listen to the discussion between Yasmine Abdelfadel and Alexandre Moranville-Ouellet QUB :
Singer and actress Taylor Swift, 34, is also a poet, feminist icon and talented businesswoman.
Last year, a course at Ghent University, Belgium, examined the pop star's writing and questioned “his literary genius.”
One of the most unexpected elements of the Melbourne symposium was that researchers showed that the rhythms of his songs could help revive the heart.
The famous Bee Gees song “Stayin' Alive” was taught for years as a rhythm for cardiopulmonary resuscitation; But scientists have now identified Swift songs with the correct number of beats per minute, which is more meaningful to younger generations, the panelists noted.
“Swiftonomics”
The conference also covered “Swiftonomics,” the economic impact of Taylor Swift’s tours on cities, urban planning, public transportation, restaurants and hotels.
It can only boost a city's economy if it includes it in the program of its tours.
One of the speakers, sociologist Georgia Carroll, examined the very thoughtful way in which the singer encourages her fans to go on a spending spree to purchase her products.
“It rewards fans who spend money by giving them attention (…) It is very well thought out and controlled,” emphasizes the sociologist.
“Fans see her much more as the friend next door than as an all-powerful billionaire,” she notes.
Brittany Spanos, another speaker and Rolling Stone magazine contributor, says Taylor Swift is “one of the smartest artists” when it comes to communicating with her fans and making them feel “connected” to her.