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  1. 1. “I am the problem, it’s me” : A Netnographic Analysis of ‘Swiftie’ Prosumers on YouTube Shorts

    Magister-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Författare :Írisz Beatrix Ősze; [2023]
    Nyckelord :Fan Studies; music fandom; online fan communities; Swifties U G; prosumption; interpretivism; Netnography; YouTube Shorts;

    Sammanfattning : The popularity of Taylor Swift has been growing rapidly on social media after the release of her ‘Midnights’ album on 21 October 2022. The lead single of the album, ‘Anti- Hero’ and the ‘Anti-Hero Challenge’ initiated by the singer inspired 17 thousand fans (Swifties) to share their own anti-heroic stories inspired by the song. LÄS MER