Introduction:

Humans are born with an innate need for connection, validation, and social belonging (Begen & Turner-Cobb, 2015). Even before the term was coined, ‘fandoms’ have provided a direct answer to these needs as they offer an avenue to find community in social media, create connections based on shared interests, explore one’s identity, and express oneself (Hutchins & Tindall, 2016). The term fandom can be defined as a community of individuals who bond over common interests by expressing their opinions, sharing their creative works, and collaborating with one another around a specific topic (Gray et al., 2017). The origins of modern fandoms can be traced back to organized fan behaviour surrounding the Sherlock Holmes books in the 1890s, where the literary fans collectively banded together to protest the author, Arthur Conan Doyle, their dissatisfaction with the main character’s death in the last story of ‘A Memoir of Sherlock Holmes’ (Brombley, 2017).

As well as offering inspiration and entertainment, fandoms can act as a space for socially anxious or isolated individuals to find comfort, community, emotional support, and friendships they may have struggled to find in the ‘real world’ (Kilian, 2023). In this ever-changing social media landscape, digital fandom communities continue to provide users with spaces to connect with like-minded individuals and share their passion over a particular topic, ranging from sports and video games to celebrities (Tsay-Vogel & Sanders, 2015).

Ultimately, this writing uses a case study on Taylor Swift’s fandom community to argue that social media fandoms positively foster the shaping of individual identities and create strong communities; however, the algorithmically filtered content feeds on digital platforms simultaneously cultivate insular environments, reinforcing a homogenous mindset and restricting exposure to differing perspectives. This conference paper will begin by exploring the ways in which digital fandoms can create supportive worldwide communities that encourage self-expression, using the real-life example of the tight-knit ‘Swiftie’ community as a case study of these global connections. This writing will then highlight the risks posed by social media’s heavily algorithmic filter bubbles and echo chambers, ultimately offering a balanced evaluation of the benefits and risks of digital fandoms on developing one’s sense of self and a sense of community.

Fandom Culture: The Formation of Global Communities and Individual Identity

Fandoms can serve as powerful tools for engaging in deep self-discovery, comfortably expressing authentic individuality, and finding supportive global communities and relationships that share passions and interests (Kilian, 2023). Online fandoms can take many forms, whether it be in Facebook groups, Reddit communities, TikTok fandoms, or online forums like FanFiction.net, all providing spaces for communities with a common interest to find relatable emotional connection and creative inspiration surrounding their favoured topic (Hutchins & Tindall, 2016). The accessibility of platforms like TikTok, Facebook, Reddit, and Discord enable global communication for like-minded individuals and allow individuals to collaborate with one another and create meaningful relationships. These platforms have revolutionised the ability for individuals to engage in discussions with one another and collaborate on creative fan projects without the restrictions of proximity and cultural/language barriers (Dijck, 2013).

TikTok’s hashtag feature enables fans to discover short-form content specific to their niche interest, ranging from fandom-specific jokes to in-depth media analyses, allowing them to find inspiration or build connections globally (Dijck, 2013). The audio-visual nature of TikTok videos aids in self-discovery as individuals can creatively express themselves and their true passions that they may not feel comfortable exposing in real-life relationships (Chu et al., 2024). Similarly, Discord allows users to join or create fan-based servers to engage in discussions and post creative works. The platform facilitates real-time interactions by providing features like live streams and group calls/facetime, where users can collaborate and conversate, regardless of their physical distance. An example of this is the K-Pop community on TikTok, where English-speaking fans can use the app’s built-in translate feature to communicate with Korean-speaking fans, and discuss the music genre. Both apps provide spaces for individuals to bond over their shared interests, discuss their passions, and feel a sense of belonging in a supportive and relatable community.

These fandom groups’ shared values, interests and perspectives can often be identified by a unifying logo, fandom-specific jargon, or community inside jokes; these elements provide community members with a sense of comfort, support, and belonging, as well as a recognisable marker of group identity (Begen & Turner-Cobb, 2015). For example, many members of the Harry Potter community use the symbol of a lightning bolt in their Instagram bios to show their affiliation with this community. This subtle yet powerful symbol directly references Potter’s lightning bolt scar on his forehead and creates an immediate connection for other fans who recognise the film reference; ultimately strengthening their personal identity through collective community experiences (Hutchins & Tindall, 2016). Digital fandoms allow individuals to communicate with like-minded people, discover supportive digital communities, and creatively engage in participatory culture, creating a safe space for authentic self-expression and self-discovery.

Songs, Screens, and Swiftie Solidarity: A Case Study of Taylor Swift’s Fandom

Taylor Swift’s tight-knit fandom known as ‘Swifties’ is the perfect example of the incredible connection and community that can be created over shared interests, in this case, Swift’s music, talent and persona. ‘Swifties’ have established communities on platforms like TikTok and Twitter where they discuss their shared beliefs around Swift’s music, praise Swift’s political activism, and share creative projects with one another, fostering insightful discussions and a supportive atmosphere (Whiteside, 2024). Fans often create threads on Twitter to share thought-out theories and analyses of Taylor’s song lyrics and ‘easter-eggs’ they have discovered in Swift’s music videos or Instagram posts, creating an insightful and supportive community where fans can express their passion for Taylor and her music (Whiteside, 2024).

Beyond online communication, fans often use features like Facebook Groups to plan real-life meet-ups and create fan projects to present to Taylor at her concerts, such as when fans planned to illuminate purple lights in the song ‘Marjorie’ at one of the Melbourne shows of The Eras Tour in 2024 (Sisario, 2023). Fans used this social media platform to discuss the sharing of resources and decide a meeting time before the concert so they could all have a piece of purple tissue paper to go over there flashlight and successfully execute the fan project (Sisario, 2023). This initiative demonstrates the true importance of online fandoms, as they can manifest into real-life connections and friendships with like-minded individuals.

Mirror Feedback Loops: Insular Algorithms, Filter Bubbles, and Echo Chambers

Tailored social media algorithms often create insular feedback loops that lead to harmful filter bubbles and echo chambers, ultimately limiting users’ exposure to alternative perspectives and reinforcing narrow viewpoints (Jamieson & Capella, 2008). Apps like TikTok and Instagram utilise personalised algorithms to heighten engagement and maximise user retention by providing similar content that the user has previously engaged or interacted with e.g. liked, commented, shared, or viewed in entirety (Voorveld et al., 2024). This design often results in the user spending more time on the app and being exposed to more targeted advertising, in turn funding the app through ad revenue. Ultimately, this adheres to the app’s business model of collecting user-specific data to maximise profit but may risk their users’ self-discovery and individuality (Voorveld et al., 2024).

Although this may benefit the business’ finances, users are subsequently trapped in insular feedback loops that mirror their pre-existing values and opinions, discourage critical thinking, and shield them from being exposed to diverse perspectives. The term filter bubble was created in 2011 by internet activist and author Eli Pariser, who described it as an insular environment created by data-based algorithms that restricts users’ exposure to differing opinions and perspectives, reinforcing pre-existing viewpoints (Pariser, 2011). This can be extremely harmful to one’s self-discovery, critical-thinking skills, and development of a moral compass, as they are only being exposed to one perspective and cannot create their own well-rounded opinions on the specific topic (Begen & Turner-Cobb, 2015). This concept is particularly relevant to fandom communities as these filter bubbles can lead to the exclusion of others with differing opinions and create toxic environments characterized by gatekeeping and cancel culture. Gatekeeping refers to the exclusion of people who do not fit the fandoms standards of a true fan and is often accompanied by invalidating these peoples thoughts or experiences (Welbers & Opgenhaffen, 2018). Whereas cancel culture is the immediate exclusion or ostracization of those with opposing thoughts or actions that conflict with the values of the fandom community (Van Grunsven & Marin, 2024). This is often ineffective as it does not promote growth or change but rather silences any differing opinions that may be valuable to consider.

The social dynamics of fandoms, including gatekeeping, seeking out like-minded individuals, and cancel culture, can create echo chambers. Scholars define this term as environments where individuals are repeatedly presented with opinions, perspectives, and ideas that align with their pre-existing beliefs, thus creating an ‘echo’ of only one singular viewpoint (Jamieson & Capella, 2008). Although fandoms can provide community and connection, these phenomena can be detrimental to developing personal identity, hinder critical thinking abilities, and promote exclusion and single-minded attitudes.

Filtered Feeds and Fandom Feuds: Polarisation from Algorithmic Echo Chambers

Although Swift’s fandom community has many positive aspects, the filter bubbles and echo chambers these fans experience can lead to exclusion, polarization, and a toxic environment for fans with differing opinions. Swift’s public controversies, including her feud with her former manager Scooter Braun and her ongoing conflict with outspoken rapper Kanye West, have aided in creating a unified group identity (Clow, 2024). However, it has perpetuated cancel culture tendencies and fueled heated conflicts between the dedicated fans who fearlessly defend Swift and the fans who support both sides of the argument or offer differing opinions.

These opposing views are often met with hostility from die-hard Swifties, such as comments on Taylor’s post after her 2025 performance in Mexico City, where she subtly mentioned Kanye West’s infamous interruption at the 2009 MTV Music Awards (Clow, 2024). One person’s comment, “Get a grip, Taylor. It was 16 years ago. Move on!!!” was met with hostile backlash from Swift’s fans like “Back off!!! No one wants your stupid opinions”, highlighting how these echo chambers can reinforce singular viewpoints and brainwash fans into thinking there is only one correct opinion (Clow, 2024). This results in fans who don’t agree with the mainstream opinions of Swift’s persona or music feeling ostracized or marginalized by this tight-knit and defensive community. Swift’s fandom illustrates how seemingly supportive communities can be simultaneously engaging in toxic and exclusive behaviours due to echo chambers and heavily filtered algorithms.

Conclusion:

Digital fandoms allow individuals to express their authentic selves in a supportive online community, communicate globally with like-minded individuals, and find a true sense of belonging (Begen & Turner-Cobb, 2015). However, these tight-knit communities can harm the formation of one’s sense of self and critical thinking skills due to feedback-looped algorithms, insular filter bubbles, and mirrored echo chambers (Jamieson & Capella, 2008). The case study of Taylor Swift’s fandom highlights the dual nature of digital fandoms, where community, support, and friendship can co-exist with toxicity, ostracisation, and exclusivity. In a digital environment becoming increasingly focused on personalised algorithms, it is important for social media users to reflect on the content they are engaging with and use their critical thinking to explore diverse viewpoints and maintain well-rounded perspectives (Dijck, 2013).

References:

Begen, F., & Turner-Cobb, J. (2015). Benefits of belonging: Experimental manipulation of social inclusion to enhance psychological and physiological health parameters. Psychology & Health, 30(5), 568-582. https://doi.org/10.1080/08870446.2014.991734

Brombley, K. (2017). A case study of early British Sherlockian fandom. Sherlock Holmes Fandom, Sherlockiana, and the Great Game. https://doi.org/https://journal.transformativeworks.org/index.php/twc/article/view/861/736?utm_source=chatgpt.com

Chu, S.-C., Deng, T., & Mundel, J. (2024). The impact of personalization on viral behavior intentions on TikTok: The role of perceived creativity, authenticity, and need for uniqueness. Journal of marketing communications, 30(1), 1-20. https://doi.org/10.1080/13527266.2022.2098364

Clow, C. G. (2024). A SWIFT REVOLUTION. https://researchspace.auckland.ac.nz/server/api/core/bitstreams/8fcfaa9a-866c-45b9-95a0-03a8f255ae62/content

Dijck, J. v. (2013). The culture of connectivity : a critical history of social media (1st ed.). Oxford University Press. https://doi.org/https://ebookcentral.proquest.com/lib/curtin/detail.action?pq-origsite=primo&docID=3055231

Gray, J., Sandvoss, C., & Harrington, C. L. (2017). Fandom, Second Edition : Identities and Communities in a Mediated World. New York University Press. http://ebookcentral.proquest.com/lib/curtin/detail.action?docID=4834267

Hutchins, A., & Tindall, N. (2016). Public Relations and Participatory Culture : Fandom, Social Media and Community Engagement. Routledge. https://doi.org/https://web.p.ebscohost.com/ehost/detail/detail?vid=0&sid=64ea5020-aa3f-4d63-a49a-c532787aee77@redis&bdata=JkF1dGhUeXBlPXNzbyZzaXRlPWVob3N0LWxpdmU=#AN=1197960&db=nlebk

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Sisario, B. (2023). How Taylor Swift’s Eras Tour Conquered the World. The New York Times (Digital Edition), NA-NA. https://go.gale.com/ps/i.do?id=GALE%7CA759698415&sid=googleScholar&v=2.1&it=r&linkaccess=abs&issn=15538095&p=AONE&sw=w&userGroupName=curtin&aty=ip

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Welbers, K., & Opgenhaffen, M. (2018). Social media gatekeeping: An analysis of the gatekeeping influence of newspapers’ public Facebook pages. New Media & Society, 20(12), 4728-4747. https://doi.org/10.1177/1461444818784302

Whiteside, A. (2024). Fandom and argumentation in the social media era: Taylor Swift fans and the rhetoric of Easter egg hunts. Argumentation and advocacy, 60(2), 119-136. https://doi.org/10.1080/10511431.2024.2432172