The Role of the Media in Creating a Cult of Personality in Popular Culture: The Case of Taylor Swift

Jan Mišković, Tanja Grmuša

Abstract


This paper explores the phenomenon of the cult of personality within contemporary popular culture through an analysis of the communication and marketing strategies that shape the Taylor Swift brand. Within the theoretical framework, the study draws on Weber’s concept of charisma and Lasch’s culture of narcissism, tracing the transformation of the cult of personality from a traditional, vertical model of political power to a horizontal, interactive digital phenomenon. Particular focus is placed on the role of media narratives, framing, and sensationalism in the construction of public identity, as well as the mechanisms of emotional identification and parasocial relationships. The empirical section examines the perception of Taylor Swift’s specific communication strategies among members of her fandom, the Swifties. Taylor Swift is perceived as an authentic emotional brand that transcends a conventional music career, becoming a center of social, political, and economic power. The results confirm that the modern cult of personality is no longer solely a product of media manipulation, but rather the result of a synergy between highly developed strategies, self-representation, and active audience participation. The paper concludes that in the case of Taylor Swift, the boundaries between the construction of power and authenticity are blurred, creating a new form of cultural strength that is simultaneously global, intimate, and highly profitable.

Keywords


cult of personality; popular culture; Taylor Swift; media narratives; parasocial relationships; branding; digital media

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References


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DOI: https://doi.org/10.51558/2490-3647.2026.11.1.1081

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