EXPLORING EASTER EGGS, PARASOCIAL RELATIONSHIPS AND AGENDA SETTING IN THE MARKETING OF TAYLOR SWIFT’S THE TORTURED POETS DEPARTMENT ALBUM

Abstract

This thesis applies parasocial relationship theory and agenda-setting theory to an analysis of how American pop music star Taylor Swift utilized Easter egg marketing in promoting her 2024 album The Tortured Poets Department. Based on empirical and qualitative analysis of social media content about the album gathered via the Brandwatch platform, the study found that Swift uses hints and messages – so-called Easter eggs – to communicate with her audience and help build a sense of community among her most devoted fans, known as "Swifties." Results found indicators of parasocial relationship formation among Swift’s fans, but no substantial evidence of a connection between Easter eggs and the formation of such relationships. Rather, Swift’s Easter eggs tend to attract media coverage and boost publicity through a classic agenda-setting process.