Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Spring 2024

Date of Submission

2024-09-01

Advisor

Mariam Aziz, Assistant Professor, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Keywords

Social media, celebrity culture, self-presentation, fandom

Abstract

This thesis explores the evolution and impact of social media on celebrity culture, focusing on the dynamics of celebrity-fan interactions and the evolving ways of self-presentation in the digital age. Social media platforms have become an essential tool for celebrities to manage their public personas, engage with fans, and curate content. Through a thematic analysis of social media's role in shaping modern celebrity culture, this study examines how social media platforms like Instagram and Twitter facilitate new celebrity-fan engagement, fan culture, and identity construction. Using Taylor Swift as a case study, the thesis investigates the strategic use of social media in building her personal brand, managing her public persona, and engaging with her fan base. This research also looks at the psychological impact of social media engagement on fans, highlighting both the positive and negative outcomes of strong association with celebrity idols. The study applies mainly Erving Goffman’s Theory of Self and Social Identity Theory to analyse how celebrities construct their identities online and how fan communities develop collective identities and behaviours. By critically assessing these dynamics, the thesis provides insights into how social media has reshaped the relationship between celebrities and fans, turning it into both a marketing tool and a space for interaction, ultimately influencing the broader landscape of music celebrity culture.

Pages

74

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