Is Taylor Swift about to help set a record for Super Bowl ratings and overwhelm online discussion around the \u201cBig Game?\u201d<\/p>\n
Based on a research study released today by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication<\/a> in the School of Communication and Media at Montclair State University, the continuation of America\u2019s most popular sport meeting the world\u2019s most famous pop star seems destined to dominate the airwaves and social media next weekend.<\/p>\n \u201cThe Super Bowl always brings in a whole new audience because some people just come for the ads and halftime show while attending Super Bowl parties,\u201d said Professor Kelly Whiteside who leads the Sports Communication program in the School of Communication and Media. \u201cBut now you are adding the biggest pop star on the planet, almost guaranteeing this will be the most watched Super Bowl of all time. It will not surprise me if the viewership record (114.12M)<\/a> is broken by more than 10%.\u201d<\/p>\n The study, authored by Dr. Yi Luo, Dr. Jin-A Choi, and Dr. Bond Benton, backs the theory that a sharp increase is likely. Data from the study includes:<\/p>\n Data related to conspiracy theories such as Swift being an ally of the Democratic Party, that the NFL playoff games were \u201crigged\u201d to favor Kelce\u2019s Kansas City Chiefs, and that the Swift-Kelce relationship is a product of the \u201cdeep state,\u201d are also examined in the study.<\/p>\n \u201cAdding the \u2018conspiracy theory\u2019 factor to all this is like pouring gasoline on a rating\u2019s fire that was already set to explode,\u201d Dr. Luo said. \u201cIt will be fascinating to see how the numbers on and off the field shake out.\u201d Dr. Choi stressed that \u201cFrom deepfakes to politics, the \u2018Taylor Swift effect\u2019 is evident in our data. She holds unprecedented influence among Americans and her star power is expected to continue beyond this Super Bowl.\u201d<\/p>\n The full study, which can be found here<\/a>, is the 13th<\/sup> from Center of Strategic Communication, which provides social media analytics tools and training for faculty and students for classroom learning and research projects.<\/p>\n ###<\/p>\n About the School of Communication and Media:<\/strong> Founded in 2012, the School of Communication and Media offers a range of dynamic programs in communication and media to a talented and diverse student population of over 1,800. Offering degrees in film and television, social media and public relations, advertising, journalism and digital media, sports communication, communication and media studies, animation and visual effects, and an MA in public and organizational relations, the School prepares the next generation of communication and media practitioners and leaders. The School houses award-winning student programs that include WMSC Radio<\/strong><\/a>, The Montclarion<\/strong><\/a> newspaper, Hawk Communications<\/strong><\/a> Agency, the Red Hawk Sports Network<\/strong><\/a>, Hawk+<\/strong><\/a> OTT streaming platform, and News Lab<\/strong><\/a>, as well as the Center for Cooperative Media<\/strong><\/a>, which serves the public by working to grow and strengthen local journalism. Student projects and programs have recently received national recognition from PRSSA\u2019s Bateman Competition, an Edward R Murrow Award, several Marconi Award nominations, and a College Television Award from the Academy of Television Arts & Sciences.<\/p>\n <\/p>\n\n