The year 2024 witnessed a dramatic escalation in the power and influence of fandom, transforming it from a passive appreciation into a potent force shaping political discourse, pop culture, and societal interactions. This shift, amplified by the ever-present churn of social media, blurred the lines between entertainment and ideology, turning fans into active participants in shaping narratives and driving real-world outcomes. Bowen Yang’s satirical portrayal of Moo Deng on Saturday Night Live, echoing the pleas of pop star Chappell Roan for boundaries, served as a comedic microcosm of this larger phenomenon, highlighting the increasingly fraught relationship between public figures and their devoted followers. The pervasiveness of parasocial relationships, fueled by online interactions, further complicated this dynamic, blurring the lines between genuine connection and imagined intimacy.
The 2024 US presidential election served as a stark illustration of fandom’s political potency. The fervor surrounding both Donald Trump’s MAGA movement and Kamala Harris’s campaign demonstrated the mobilization power of dedicated fan bases. Trump’s supporters, galvanized by online communities and a shared sense of grievance, continued to exert considerable influence, despite the events of January 6th looming large. Conversely, Harris embraced the “brat” ethos, tapping into a younger, digitally native demographic that viewed her through the lens of fandom. This embrace of fannish culture as a political tool underscored the evolving landscape of political engagement, where traditional campaigning increasingly intersected with the dynamics of online communities and influencer culture.
This fusion of fandom and politics extended beyond the presidential race. The online sphere became a battleground for competing ideologies, with fan communities acting as digital armies. The resurgence of Gamergate, a movement rooted in online harassment campaigns, highlighted the darker side of this trend. Its renewed attacks on diversity and inclusion efforts within the video game industry served as a chilling reminder of how easily online fandom can be weaponized to promote harmful agendas and silence marginalized voices. The blurring of lines between entertainment and political activism meant that even seemingly innocuous choices, like supporting a particular video game developer, could become highly charged political statements.
The influence of fandom also permeated the realm of pop culture, where passionate fan bases wielded significant sway. Taylor Swift’s dedicated “Swifties” demonstrated their collective power by migrating from X (formerly Twitter) to Bluesky in protest against Elon Musk’s perceived alignment with Donald Trump. This exodus underscored the ability of organized fandoms to impact platform dynamics and challenge the control of tech giants. Simultaneously, Kendrick Lamar transformed his artistic rivalry with Drake into a public spectacle, engaging their respective fan bases in a real-world extension of their lyrical sparring. This blurring of artistic expression and fan engagement further exemplified the increasingly performative nature of fandom in the digital age.
This year marked a turning point in the recognition of fan power, not just as a cultural phenomenon but as a force capable of shaping real-world outcomes. As media scholar Simone Driessen observes, the events of 2024, from the MAGA movement to “brat summer” and the mobilization of Swifties, highlighted the politically valuable skills honed within fan communities. These skills, ranging from deciphering hidden meanings (“Easter eggs”) to building and maintaining online communities, proved highly adaptable to political organizing and campaigning. The ability of fans to mobilize rapidly, disseminate information, and generate enthusiasm translated into tangible political influence.
The 2024 election cycle solidified the emergence of the “influencer election,” where individuals with large online followings became key players in shaping political narratives and driving voter turnout. Figures like Hasan Piker and Ben Shapiro, wielding their influence on platforms like Twitch and YouTube, became potent political forces. Even the decision of whether or not to appear on Joe Rogan’s highly popular podcast became a strategic calculation for political candidates, further demonstrating the shifting media landscape and the growing power of online personalities. The convergence of fandom, politics, and online influence in 2024 signaled a paradigm shift in how political discourse is shaped and how power is exercised in the digital age.
