Who runs the world? Girls.
It’s summer 2023. You just got back from seeing the Barbie movie for the second time—naturally, you had to go back with your Mom. You’re too excited about the tickets you got for Taylor Swift’s Eras Tour months ago, and your friends just bought tickets for Beyonce’s Renaissance Tour. In the world of entertainment, there’s a whole lot to look forward to. Though you’d never expect your interests to have a broader impact, as it turns out, they had an effect on the world as a whole.
Greta Gerwig’s smash hit Barbie attracted viewers to the theatres in masses, unheard of since the spread of COVID forced cinemas to close their doors. In an industry where most media is made for and advertised to men, a movie focused on women’s struggles and womanhood broke the box office. Barbie had the biggest opening of any film in 2023 and is now the highest-grossing film by a female director.
Similarly, live entertainment from Taylor Swift and Beyonce. Over the weekend, she played in Pittsburgh, visiting Swifties (which I happened to be one of) spent a combined total of $42.9 million dollars in the city. Beyonce’s Renaissance Tour stimulated the economy and promoted consumer spending similarly, turning concert-goers into fashionistas after her request for a silver-based dress code.
Despite the cultural waves that Greta Gerwig, Taylor Swift, and Beyonce inspired, to economic experts, this past summer was defined by women saving the economy. As an applied economics minor, I feel qualified enough to not only agree with that statement, but expand upon it, too.
Women have the potential to do great things simply by embracing and pursuing our interests. Young women often have their interests belittled or portrayed as trivial. This past summer showed that when women are excited about something, they can do great things—intentionally or unintentionally.
While the economic benefits of Barbie and our favorite pop star’s tours are admirable, the effects of their success run deeper than fiscal solutions. After the success of female-centric entertainment this summer, women should feel more comfortable flaunting their “feminine” interests and likes.
We downplay our devotion to Taylor Swift, Beyonce, and other icons when our love for them is nothing shy of remarkable. I’ve never heard any of my guy friends downplay their passion for their favorite NFL team. Why should I be ashamed of being a Swiftie? I contributed to the millions of dollars in tourist revenue for the city of Pittsburgh!
Women are constantly told to be more digestible, which involves playing down our passions. It involves acting cool and unbothered, acting like you don’t mind the entertainment world being largely designed for men. The real magic happens when we, as a society, step away from that harmful narrative and foster entertainment by women, for women. Female artists create media and experiences that women are excited about!
In the summer of 2023, female artists may have stimulated the economy by creating blockbuster films and record-breaking tours, but the women of America made it all happen by participating in and engaging with it. Though experts may not forget this past summer because of its effect on the economy, I know that I see it as a stepping stone to more women-coded entertainment.
After all, Queen Bey said it best. Who runs the world? Girls.
