Swiftynomics: How Women Mastermind and Redefine Our Economy

Economist Heggeness’s astute debut analyzes the role women play in the economy through the lens of billionaire pop star Taylor Swift and other female trailblazers. Coining the term “Swiftynomics,” which she defines as “the power of harnessing women’s experiences and voices to advance economic growth, development, and equity,” Heggeness traces how Swift’s recent Eras Tour generated billions in consumer spending and established her as an economic force. From there, Heggeness analyzes the tactics that make Swift successful, such as her ability to continually reinvent herself­­—as when she shifted from country music to pop—to stay relevant and her willingness to forge her own path despite public criticism and doubt. Also examined are the forces that hold women back, such as misogyny and the devaluation of women’s work, which often includes unpaid labor as caregivers. Throughout, Heggeness weaves in stories of women in other fields making an impact, such as Emily Ramshaw and Amanda Zamora, who started The 19th*, a newsroom dedicated to covering stories that affect women. The balance of academic rigor and pop-culture verve makes complex economic ideas both digestible and entertaining. Readers will appreciate this smart fusion of cultural analysis and feminist economics. (Jan.)