Strategic Silence and Gamified Rebranding Celebrity PR in the Taylor Swift Eras
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| Format: | Thesis |
| Kulcsszavak: | branding Gamifikáció hírességek internet kommunikációs stratégia közösségi média public relations |
| Online Access: | http://dolgozattar.uni-bge.hu/58902 |
| Abstract: | In today's fast-moving media environment, just being visible is no longer enough for celebrities to maintain their place in the public eye. As audience expectations shift and the attention economy accelerates, celebrities must find new ways to manage their image and stay relevant. One increasingly common method is rebranding — deliberately reshaping public perception — often not through direct announcements, but through more strategic and subtle moves. This dissertation explores how Taylor Swift, one of the most successful celebrities of her generation, has used two connected techniques in her rebranding efforts: strategic media silence and gamified storytelling.The research focuses on three main questions: how Taylor Swift uses media silence to create anticipation and encourage fan participation; how she embeds hidden messages and symbols to involve fans in her rebranding; and how these two strategies work together as part of a larger PR system. To explore these questions, I conducted a qualitative media analysis of Swift’s music videos, social media activity, and public communications during key points in her career. I also observed fan communities on Reddit, TikTok, and Instagram, focusing on how fans responded to Swift’s silences and how they engaged with the clues she left behind. Frame analysis and narrative analysis were used to better understand how meaning was constructed and circulated between Swift and her fans.The findings show that Swift’s use of media silence is not about disappearing but about creating emotional tension and building curiosity. When she pulled back from public life before the releases ofReputationandFolklore, fans filled the silence with speculation, theories, and emotional discussions, keeping her name alive in public conversation. In this way, Swift’s absence became an active form of presence.Alongside this, her use of gamified media — through Easter eggs, hidden clues, and symbolic storytelling — gave fans something to decode and share. This interactive process built stronger emotional connections, making fans feel personally involved in Swift’s transformations. They were not just witnessing her rebranding; they were participating in it.The study concludes that silence and gamified storytelling are most powerful when used together. Silence creates the space for fan-driven narrative building, while gamified elements guide that energy toward specific emotional and branding goals. Together, these strategies allowed Swift to manage major shifts in her image while keeping fans engaged and loyal.More broadly, this dissertation suggests that celebrity branding today is not a top-down process but a collaborative one. As audiences expect more participation and emotional connection, successful rebranding now depends on creating shared experiences. By analysing Taylor Swift’s strategic approach, this study hopes to contribute to a deeper understanding of how identity, storytelling, and audience collaboration shape celebrity culture in the digital age — and how these patterns might continue to develop in the future. |
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