40 Taylor Swift vs NFL Fans

Social media is a complex web of conversations crossing avenues. It allows consumers of similar interests to form niche groups or join communities in a participatory culture. As consumers of their communities, they share similar values and beliefs, and others post their views on social media platforms. This essay is a textual analysis of the fans/anti-fans of Taylor Swift emanating from precisely the active audience of the Kansas City Chiefs NFL fans and their response to the pop icon’s presence at their games. As a consumer, they will share opinions about Taylor’s presence at the games, become active prosumers, and post and comment positively or negatively on media sites such as Reddit. People share similar feelings, opinions, and ideas in a community that defines their identity. Sometimes, two communities, fans/anti-fans, will share some views or similar values, but their identities remain firm in their community. The participatory culture of online communication allows consumers to become participatory media producers, directing their content to specific societal events and also being able to comment on other posts. Langlois (2013) discusses how participatory culture has offered users new possibilities to connect with others who share the same interests. The author, Langlois (2013), states, “From the hypertext to Web 2.0, each evolution of online communication has seen a resurgence of the trope of active users replacing passive and manipulated masses and making themselves heard worldwide” (Langlois, 2013). Swift has always used social media to connect with her audience. She has millions of followers, known as Swifties, who value the personal connection they have made with her and have contributed to her success; she also has a lot of anti-fans. Chin & Huang (2023) state that anti-fans refer “to a group of people who use sarcasm and sharp criticism of a person, brand or artwork” (Chin & Huang, 2023). These types of fans express their strong negative feelings, criticism, and opposition toward the subject of their dislike. Anti-fans express their sentiments through various means, such as online forums, social media, and other platforms where they share their disapproval and criticism. Some emotional responses are triggered by anger, frustration, or something threatening an object or issue they are sincere about. Taylor Swift is attending the Chiefs game as a fan to support her boyfriend, Travis Kelce, one of the team’s tight ends. She is not the first celebrity to date a sports figure, yet it has stirred up other sports fans. She is not the first celebrity to attend a football game and access a suite for VIPs to watch a game. If a player in any sport makes a game-changing move, cameras look at the family’s response in the audience, which could be the wife, significant other, parents, or children. In this essay, I will examine areas of participatory social identity, discourse, and analysis of responses of fans/anti-fans from the football community posts on Reddit, specifically posts from September 2023 to December 2023. This analysis will examine the community of Kansas City Chiefs fans’ response to Taylor Swift’s celebrity presence at their games.

Taylor Swift’s Celebrity and Power

To understand the participatory culture impact surrounding Taylor Swift, you must understand who she is. Taylor Swift is an influential music industry person with vital attributes to empower her fans. Most of her fans are Gen Z and Millennial females; she is a multi-talented superstar, an artist, celebrity, singer, songwriter, businesswoman, and an advocate for human rights. Swift gained success in 2006 and was the youngest person to write and sing a number-one country single entirely on her own. Her songs are her most personal reflections, and fans make a connection to their personal lives. She has empowered a younger generation of women and sings about adolescent issues, happiness, heartbreaks, and social issues. Pazzanese (2023) writes, “A lot of Millennials, as well as Gen Z now, are fans of Taylor Swift. With the Millennials, a lot of people grew up alongside her. When they were having some of these first experiences, maybe with relationships or entering adulthood, she was doing that at the same time and singing about that” (Pazzanese, 2023). It is the personal connection of real-life events that someone is experiencing that fans are attracted to. She is a social advocate for the rights of victims of sexual assault and human rights issues such as gender equality and sexual identity. Recently, she used her celebrity powers to activate young people to vote for Democrats as she saw the Republicans stripping away women’s rights issues. She advocates for access to education for all and has set up education funds. Swift was awarded an honorary Doctor of Fine Arts from New York University, recognizing her development and influence as an advocate for artists’ rights. A true businesswoman, she took on a record company to obtain the rights to her music. She is a self-made billionaire and continues to compete successfully with many men in the industry; she is still strong. To add to this, she is a 12-time Grammy Award winner.

Taylor Swift and Kansas City Chiefs Community

A few months ago, Taylor Swift attended a Kansas City Chiefs football game as a fan to cheer on her favourite player, Travis Kelce, and fans speculated that he was a new man in her life. She has begun integrating herself into a new Kansas City Chiefs fandom community. She is an active member of her self-identity and declares loyalty to Travis. Other members of her new community and other fans do not see her as sharing her core values. She has not been well-received by the Chiefs’ fans and is aware of her celebrity status and the attention she receives when out.  Taylor Swift is not immune from anti-fandom. Anti-fandom is when someone or something “doesn’t bring joy, to anyone. There will always be antis. We will all have things we hate and are antis of” (Blaise, 2021). Therefore, these particular fans strongly disagree with or fiercely oppose a specific person, organization, thing, or cultural phenomenon rather than being supporters and admirers of something. An example of this on Reddit is when user L0udFlow3r states, “Ok but honestly it’s too much. After every play, they pan to Taylor in the box for her reaction.” In this case, the speaker appears dissatisfied with the frequency of Taylor Swift’s reactions shown during the event, which are the subject of discussion rather than a replay of the play or touchdown itself.

Self-Identity in the NFL as a Fan

To understand the fandom, in the community, National Football League (NFL) fans belong to the club and have a strong sense of self-identity and loyalty to their team. Many of the fans are emotionally connected to their team, whether they are winning or losing. Kural & Özbek (2023) confirm this, “Social identity is one’s perception of themselves as identifying with a group, developing an emotional bond with the group, and having the same (or very similar) characteristics, interests, or connections with other members of the group” (Kural & Özbek, 2023). They have their football circle and people they always go to games with or meet with to share the previous game’s events. Some fans are committed to attending in person while others watch at home; regardless, they never miss a game. NFL fans are fluent in every aspect of football details, usually own a jersey, and know stats, plays, and what’s happening in the league. Porat (2010) states that “relevant literature describes a football fan as one whose devotion to a particular club dominates his entire way of life. Football fandom, a strong affiliation to a football club, is a permanent component in the fan’s identity profile” (Porat, 2010). Fans of the Chiefs are loyal fans; their commitment to the game brings the fans and team closer in a special bond. This will build team spirit and motivate the players, creating a fantastic fan experience. This emotional bond is a win-win for the team players, the organization, and the fans.

Other fans follow specific players as they move from team to team; some are less emotionally involved but participate in social activities and are loyal to the team, while the players they endorse are affiliated with that team. Regardless, all fans are welcome, even if their commitment to the team is temporary. This idea leads to the question: what kind of fan is Swift? She is there to support her favourite player, who is also her new romantic partner. She is in the suite watching the game with Kelce’s family, and when he makes a dynamite play, all cameras are on the suite. Media companies know Swift’s powerhouse persona, so her response will ultimately gain the media’s attention. This could explain why Kansas City Chief fans are not excited to have her at the games. Andrew Gamble (2023) writes,

“Fans were ultimately left frustrated by the airtime Swift was afforded during a division clash. After Kelce made a stunning catch off a deep Patrick Mahomes pass in the second quarter, Swift was shown celebrating by sharing a hug with Mahomes’ wife Brittany. […] This proved to be the final straw for a host of NFL fans on social media” (Gamble, 2023).

Fans are adamant that the media should have replayed that incredible pass and more game highlights. Fans’ self-identity in the NFL and loyalty to the Kansas City Chiefs see Taylor Swift’s attention from the media taking away from the team’s attention they are passionate about. Comments on Reddit showed that the fan’s identity was being violated, taking the attention away from the group. Snark fandom, as Harman & Jones (2013) discuss, is established when “the criticisms aren’t incidental to the pleasure taken in the texts; they appear, in large part, to constitute that pleasure” (Harman & Jones, 2013). Reddit user Medical-One9202 expresses their relation to this as they say, “When the NFL pays more attention to Taylor Swift more than….well….football. fuck that crap” to explain their discontent with what they perceive as misplaced priorities in the NFL in a sarcastic or critical tone. The statement “fuck that crap” conveys a strong, negative feeling that is consistent with the sarcastic tone prevalent in snark fandom. Snark is a tool that fans can use to criticize or voice their displeasure with certain aspects of the NFL, such as the team’s preference for celebrity culture above actual football. The mention of “Taylor Swift” emphasizes that attention from the media is given to a pop culture figure rather than the core focus of the National Football League.

The Profit Rise of Taylor Swift

Audience commodity is an essential part of the economic sustainability of many sports organizations. Media is used to engage fans and build a lucrative audience in the sports industry. Jacob Nelson (2021) argues, “Because advertisers look to reach as wide an audience as possible, audience size has become the currency by which advertisers evaluate the quality of a news site” (Nelson, 2021). The larger the audience, the more potential to sell this audience to advertisers and generate income. Taylor Swift’s presence at the Kansas City Chief games has proved to be profitable for the organization; revenue is up because ticket sales and merchandise like jersey sales are skyrocketing. Brad Adgate (2023) reported, “When Front Office Sports reported Swift would be in attendance, her fans hoping to get a glimpse of the multi-platinum singer spiked, TickPick reported online ticket prices soared from $83 to $119, a 40% increase” (Adgate, 2023). Swift may be a fan of Kelce and there to support her NFL player, but she is an economic advantage in the sports business.

The media organization recognized the celebrity power of Taylor Swift and used this opportunity to their advantage by airing her participation. Adgate (2023) adds, “Perhaps, another marketing strategy should be having singer-songwriter superstar Taylor Swift in attendance at more games. Swift was seen at the last two Kansas City Chiefs games, amplifying viewer interest into a social event with her legion of fans known as ‘Swifties’” (Adgate, 2023). Her fans follow social media to stay connected and are attending football, making a personal connection with her interest in the sport. The Chief’s organization also recognizes the power of Swift and welcomes the Swiftie newcomers to the games because it increases ticket sales and revenue. The long-term advantage would be they develop a keen interest in the game and continue to follow football. The stadiums are filling up, and these new fans buying merchandise further increase revenue. Kural & Özbek (2023) state and discuss that,

“While a fan could purchase a licensed club jersey as a role of a fan (identity theory), at the same time, they could purchase it to represent their social identity as a fan of the team (social identity theory). In the same vein, a fan attends a game and supports their team as a role of a fan (identity theory), as well as a fan group member (e.g., social identity theory)” (Kural & Özbek, 2023).

Those viewing the games on screens also purchase jerseys because that is part of the football culture, two communities of fans blending. The media now has a new audience that can be sold to advertisers. The advertising corporations will use this audience as consumers to encourage further purchases. Taylor Swift’s presence has proven to be a lucrative economic venture for all. Frustration within the football community continues to grow, and they must embrace the new energy. Male football fans make up a large percentage of the fan base; some members do not do well with change and do not see the value of increasing female attendance at their games. Football has been a man’s club for some fans, so they are growing frustrated by the number of Swifties attending the games.

Hate-watching is “a stance that viewers adopt in which they derive pleasure from mocking entertainment content that they find worthy of ridicule” (Cohen et al., 2021). Emotions of jealousy and a strong negative sentiment or dislike, often for the motive of criticizing or mocking it. An example of this can be seen on Reddit by the user bubblecuffer13, who says, “Football should embrace, not scorn, the Swifties — and hope they stick around,” showing how it encourages acceptance and appreciation for diverse fan communities rather than adopting a negative or critical stance. The final line of the sentence says that football needs to hope that Swifties “stick around.” This suggests that you want this particular audience to stay involved, even if it’s not through traditional means. Regarding hate-watching, it implies that Swifties may not benefit from the hostility or criticism aimed at them and that it could be beneficial for them to be a part of the more extensive football fan base. This also happens when two heterogeneous communities mix but do not blend but share a common interest. The NFL Kansas City Chiefs fans are primarily male, many with chauvinistic personalities and the Swifties are mainly female. Both are consumers and producers of media on Reddit, demonstrating the power within their communities. In audience studies, bad objects are elements or characteristics of media content or cultural artifacts that the audience views adversely or unfavourably. An example of this found in Reddit is from the user ekaram13, who stated, “Taylor Swift showing up to Chiefs game was the worst thing that has happened to NFL coverage.” This shows how a person who appreciates sports coverage, above all else, might consider distractions or non-football-related events to be harmful. Some would argue that such events draw attention away from the actual game and obscure important aspects like individual performances, team tactics, and the level of competition. Words such as “the worst thing” may be signs of a broad generalization. Audience studies frequently examine how people or groups create ideas and pass judgment, considering how generalizations shape viewpoints.

Fan-tagonism in audience studies is simply when supporters may be passionate about something and find it enjoyable. Still, they may also find issues with some choices or features. An example of this found on Reddit is user InviteSalty9125 expresses in their post “Taylor Swift Ad Met With Boos At MetLife Stadium During ‘Monday Night Football’” and it is an “unfriendly crowd” after the showing of it. This could be related to a football game’s crowd, which could vary from a Taylor Swift commercial. ​​If the ad doesn’t align with the preferences or interests of the majority of the football fans present, it could lead to an adverse reaction. This particular ad featuring a pop star like Taylor Swift might not resonate with a sports-oriented crowd, leading to a dissonant response. During events, fans frequently engage in group dynamics and collective behaviours. Fans may use booing to demonstrate their support for one another or claim their membership in a specific fandom. Fans of this sport also​ have the right to defend their area and the media related to their preferred sports teams or occasions. They may voice their disapproval if an interruption or diversion detracts from their enjoyment of the main event.

Conclusion

Taylor Swift’s presence on the National Football League team, the Kansas City Chiefs, game has riled many football fans negatively and, simultaneously, has been embraced by the organization and media. For Swift, she is there to support her new partner as a fan. For the football fans, they see her as a threat to their community and self-identity, taking away their expectations of the game and, in their eyes, threatening their brand. To the media, they are taking advantage of a superstar powerhouse persona that can be used to gain more views and increase their audience. The organization has been trying to increase female participation for a long time, and with this, revenue has increased, and it is the opportunity of a lifetime for the league. It is not just the presence of Swift; it is her millions of followers, known as ‘Swifties’ nationally and internationally, that the organization is excited about. Many National Football League fans see this move as overtaking their community with too many women. It is essential to understand that a sports event is in the business of making money. Social media platforms have been buzzing since her attendance. In the community of football fans, they do not want to be involved in the economic advantages of the organization. They only want to watch their game. They came to watch football but did not want to watch Taylor Swift. Many feel they would buy a ticket to her concert if they were going to do this. Many Swifties make a personal connection to her, have now piqued an interest in the game, and are attending. The National Football League organization has wanted to boost female attendance for a long time and hopes it lasts. It relies upon fans that make up its audience. It would be safe to say if women were associated with the fans in the existing community, they would be more willing to embrace their attendance. However, the Swifts are buying tickets to the games and licensed merchandise, and in the eyes of existing fans, they are stealing the community’s identity.

The fact may be that the Kansas City Chief Fans feel their identity is being violated. To the existing fans, they recognize the power of one woman, and the influence over the game is so strong they may feel she has taken over the competition. Therefore, the structure and dynamics of the game will change. These fans want to protect the game and keep things the status quo. They are not accustomed to making changes and need help embracing change. The fans see Taylor Swift as a threat to their image. If the team loses, they speculate the other team will use one of her songs and blare it across the speakers, rubbing the loss in their faces and destroying their team spirit. The existing fan base may see Taylor Swift destroying their community because they subconsciously recognize her as a powerhouse. For this reason, they should consider welcoming Taylor Swift as a valuable community member. The fans of the Kansas City Chiefs should focus on building their brand image; this can be done by working toward a more diverse and inclusive community that embraces every opportunity to be recognized as a brand worth belonging to.

In conclusion, my analysis examined the anti-fan responses of the community of Kansas City Chiefs fans responding to Taylor Swift’s celebrity presence at their games, indicating this community needs to move towards a more inclusive fan base.

References

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Andrew-Gamble. (2023, October 13). NFL fans have had enough of Taylor Swift after latest Travis Kelce moment. The Mirror. https://www.mirror.co.uk/sport/other-sports/american-sports/nfl-taylor-swift-kelce-chiefs-31184264

Alexander, JT. (2023, December 7). The global impact of Taylor Swift: A musical trailblazer and Cultural Icon. Medium. https://medium.com/@JT.Alexander/the-global-impact-of-taylor-swift-a-musical-trailblazer-and-cultural-icon-d3777aad612#:~:text=Taylor%20Swift%27s%20impact%20on%20the,example%20of%20generosity%20and%20compassion

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Football should embrace, not scorn, the swifties – and hope they stick around. Reddit. (n.d.-a). https://www.reddit.com/r/TaylorSwift/comments/16yrgio/football_should_embrace_not_scorn_the_swifties/

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I just wanna watch football I hate Taylor Swifttttt😩😩😩😩. Reddit. (n.d.-b). https://www.reddit.com/r/notliketheothergirls/comments/16xkui8/i_just_wanna_watch_football_i_hate_taylor/

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Taylor Swift ad met with boos at MetLife Stadium during “Monday night football.” Reddit. (n.d.-c). https://www.reddit.com/r/Fauxmoi/comments/16yswco/taylor_swift_ad_met_with_boos_at_metlife_stadium/

Taylor Swift showing up to Chiefs game was the worst thing that has happened to NFL coverage. Reddit. (n.d.-b). https://www.reddit.com/r/billsimmons/comments/16s491o/taylor_swift_showing_up_to_chiefs_game_was_the/

When the NFL pays more attention to Taylor Swift more than….well….football. fuck that crap. Reddit. (n.d.). https://www.reddit.com/r/PetPeeves/comments/16xhzj3/when_the_nfl_pays_more_attention_to_taylor_swift/