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p-Index From 2021 - 2026
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All Journal Rubikon: Journal of Transnational American Studies J-Lalite: Journal of English Studies
Merry Christiana
Universitas Kristen Maranatha
Arts Humanities Languange, Linguistic, Communication & Media

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The Life of A Swiftie: How Taylor Swift Maintains Social Capital Through Her Relationship with Swifties Christiana, Merry; Mendoza, Bernice Amanda
J-Lalite: Journal of English Studies Vol 6 No 2 (2025): December (2025)
Publisher : Program Studi Sastra Inggris Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20884/1.jes.2025.6.2.18226

Abstract

Social capital, a key concept within cultural studies, is particularly significant in the digital age, where community is often built through mediated interactions. This study offers a comprehensive analysis of American pop star Taylor Swift’s strategies for maintaining her relationship with her fan base, the “Swifties,” through the theoretical lenses of Pierre Bourdieu’s and Robert Putnam’s social capital frameworks. While much scholarship has focused on Swift’s lyrical content or economic impact, this research addresses a critical gap by focusing on Swift’s interactions with her fans and how these interactions contribute to building and maintaining social capital. Adopting a qualitative content analysis methodology, the study conducts a close reading of social media resources. The findings identify three primary strategies: the narrative songwriting in her albums that fosters deep personal connection; her curated social media presence, which cultivates a sense of intimacy and direct access; and the large-scale, communal experience of the recently concluded “The Eras Tour.” The analysis reveals a strong alignment between these activities and the core principles of social networks (Bourdieu), as well as trust and reciprocity (Putnam). This research concludes that Swift’s enduring success is fundamentally linked to her ability to strategically nurture social capital, offering a valuable model for understanding celebrity-fan dynamics and community-building in contemporary culture.
THE TRANSNATIONAL AFFECT ECONOMY: EMOTIONAL CAPITALISM AND THE COMMODIFICATION OF AFFECT IN TAYLOR SWIFT AND INDONESIAN POPULAR MUSIC Ardana, Stefanus Galang; Christiana, Merry
Rubikon : Journal of Transnational American Studies Vol 13, No 1 (2026)
Publisher : Pengkajian Amerika, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/rubikon.v13i1.108867

Abstract

This article examines the transnational flow of emotional capitalism, beginning with Taylor Swift’s industrialization of authentic pain in “All Too Well (10 Minute Version)”. The central problem is understanding how this global model of curated vulnerability is received and reshaped within the Indonesian cultural landscape. This study introduces the “Transnational Affect Economy” as a new analytical framework, synthesizing theories of the Culture Industry, brand culture, and structures of feeling to analyze this process. The analysis of Swift's work reveals a Cinema of Suffering—a deliberate aesthetic strategy that transforms personal heartbreak into a globally marketable emotional product through visual aestheticization and narrative commodification. The findings further demonstrate that this industrial-affective model is not merely replicated but localized by Indonesian musicians Hindia and Nadin Amizah to address the specific structure of feeling known as galau: Hindia packages this sentiment into collective catharsis for urban youth, while Nadin Amizah constructs an introspective, aestheticized refuge—together constituting a "Galau Industrial Complex" that transforms socio-economic precarity into cultural capital. The article's primary significance lies in providing a rigorous framework to analyze how personal emotion is produced, commodified, and made meaningful across diverse cultural contexts in the digital age.
Co-Authors Ardana, Stefanus Galang Mendoza, Bernice Amanda