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Celebrity couples occupy a unique space in popular culture. Similar to the royal unions of history and the present, the combination of notoriety and the voyeuristic appeal of watching a relationship play out in public spaces, celebrity couples energize popular discourse and invite public commentary and interest. The opportunity to become a spectator in ongoing celebrity coupling invites a level of perceived intimacy in what feels like a relationship with famous people.

Data collected for this study suggests Taylor Swift’s connection to Super Bowl LVIII has elevated the meaning of the game beyond the stratospheric levels of cultural significance the Super Bowl already had


The Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication is a state-of-the-art communications hub at Montclair State’s School of Communication and Media. It is home to social listening platforms, content creation apps and consumer insights tools, and is used for instructional, research and co-curricular activity. Through research, reports, community events and special projects, the Center enhances the School’s profile as an authority on social media analytics while preparing our students for our data driven world. The tools also allow faculty and students to work on research projects that focus on economics, health, politics, social justice, sports and other key societal issues, which will create earned media opportunities for the School and assist faculty with publishing and other efforts.