From Taylor Swift to Stranger Things: Why We Expect Hidden Meaning Everywhere

 If you've ever googled "post-credit scene explained," on your way out of a movie theatre, you're not alone. Somewhere between movie releases, album teasers, and promo posts, pop culture turned into a full blown scavenger hunt. Audience members are always questioning what they missed and individuals have made professions out of decoding hints. Modern pop culture leads audiences to search for clues to the point that they now expect Easter eggs everywhere. How did this happen? Why are fans so convinced that something is always hiding?

Originally, Easter eggs in media were small rewards for dedicated fans. These special surprises were not meant to be found by everyone and were not necessary for the plot or meaning of a film, tv show, or song. However, in the past decade, Easter eggs have become intentional marketing tools. Taylor Swift has mastered the art of hidden clues. From nail polish colors to song titles and everything in between, "Swifties" have been trained to look for clues literally everywhere. Being the first person to point out a potential clue often comes with a few seconds of fame. This culture has led fans to flood social media and news outlets with thousands of theories, most of which never come true. 

Marvel has taken this marketing strategy even further by embedding Easter eggs directly into its storytelling. Marvel movies end with additional post-credit scenes, rewarding audience members who stay to the end with extra information about what to expect next. This storytelling tool has changed the game for film studios, as individuals often expect post-credit scenes and feel disappointed when films do not include them. 

Easter egg culture reached a peak with Season Five of Stranger Things. Fans were not just watching each episode, they were dissecting the work piece by piece. Speculation flooded the internet about clues like episode titles, episode length, and character interviews. Several of these theories became more widespread than the show itself. When the majority of the mainstream ideas for the show's finale did not come true viewers felt disappointed. Not for what the show did wrong, but for what the fans imagined it might do. 

The rise of this clue-driven culture reveals that modern audiences have been taught to believe there is always another plot twist or another secret needed to be uncovered. The challenge is teaching audiences that a story might just be a story. How can fans ever be satisfied when they are conditioned to always want more?