The potency of the impact is less clear. In Swift’s case, there is some proof she can, at minimum, generate more voter registration.
In September, Swift posted a short message on her Instagram account encouraging her 272 million followers to register to vote. The post led to more than 35,000 registrations on the non-partisan non-profit Vote.org.
Swift’s massive fan base gives her a powerful voice. An SSRS poll conducted in October 2023 found about six in 10 US adults called themselves at least casual fans of the singer, with 8 per cent saying they’re big fans. The poll also found that eight in 10 U.S. adults said they had heard of her relationship with Kelce and the majority of those familiar with it considered it a real relationship, rather than a publicity stunt.
“Pop culture people identify with this stuff, they pay attention to it. And that’s what moves politics now. It’s attention and identity,” Joel Penney, an associate professor at Montclair State University whose research includes the intersection of politics and pop culture, said. Indeed, Donald Trump’s improbable march to the presidency in 2016 was propelled in part by the celebrity he gained as a reality television star.
But the false claims about Swift are of such an extreme nature that they will test the limits of how potent a conspiracy theory can be. Penney sees the recent deluge of posts aimed at Swift as an attempt to pre-emptively blunt her impact by discrediting her.
Penney said Swift’s influence could prove a difficult force to contend with, especially if she publicly supports Biden, as she did in the 2020 race.
The attacks on Swift could also galvanise young voters who want to rally around her.
“Young people are fighting their political battles through a language drawn from pop culture,” said Henry Jenkins, a professor at the University of Southern California who also studies politics and pop culture. “That’s what connects them. That’s what they’re engaged with.”
Both Swift and Kelce have made public statements about politics and other issues that put them at odds with the far-right.
Swift broke her long-standing refusal to discuss her political views in 2018 when she announced in an Instagram post that she would be voting for Tennessee’s Democratic Senate candidate Phil Bredesen and Democratic House incumbent Rep. Jim Cooper. She also slammed then-US Rep. Marsha Blackburn, the Republican candidate, citing Blackburn’s opposition to certain LGBTQIA+ rights and her vote against the reauthorisation of the Violence Against Women Act in 2013. Blackburn won election to the Senate.
In 2020, Swift endorsed Biden and US Vice-President Kamala Harris in an interview with V magazine, noting that “under their leadership, I believe America has a chance to start the healing process it so desperately needs”.
Kelce faced criticism in September for appearing in an ad promoting the double dose of the flu and Covid-19 vaccines, as recommended by the Centres for Disease Control and Prevention. The ad was part of a partnership with Pfizer, the pharmaceutical company that developed a vaccine in response to the pandemic and has since become a common mark for anti-vaccine activists and conspiracy theorists.
Pop culture figures and the industry that surround them have been enmeshed in political campaigns long before the duo some fans refer to as “Swelce”. Former US president Bill Clinton first appeared on MTV during his 1992 campaign while he was still governor of Arkansas. Major stars including Johnny Cash, Mary Tyler Moore and Willie Nelson endorsed former US president Jimmy Carter more than 40 years ago when he made his second run for the White House. Ronald Reagan got his start in politics after a career as an actor.
“That question of, ‘Does this stuff work in pop culture?’ It absolutely can,” Penney said. “And it does. And history has shown that.”
