Taylor Swift, for example, is notorious for generating lore, putting easter eggs in everything she does, and readingand playing into fan theories about herself. She does this both in the ‘text’ of her songs (see: the fandom’s obsession around the Betty/August/James lore in the album /iterallycalled folklore), as well as in her activities surroundin... See more

Over the past 13 years, Swift has perfected the pop culture feedback loop: Sheshares updates about her life and drops hints about new music, which fans thengobble up and re-promote with their own theories, which Swift then re-shares on herTumblr or incorporates into future clues. [...] "I've trained them to be that way," shesays of her fans' astute... See more