2. Costume:
Taylor has many costume changes throughout and the other female celebrities also have
their own costumes. Most of these are black metallic/wet-look outfits that are similar to
superhero/villain costumes from an action/sci-fi film.These clothes are also very tight and
revealing, e.g. one costume showsTaylor wearing a black bra with metal spikes and black
shorts.This fits the codes and conventions of music videos featuring female artists due to the
stereotypical voyeurism depicted through the scandalous outfits chosen.
3. Makeup
In this video, Taylor’s make-up
changes slightly with each costume.
However throughout her eye make-up
is very dark and heavy e.g. lots of
black eye-shadow and eyeliner which
makes her look more fierce and
serious.These black colours also have
connotations of evil and anger which
emphasises the lyrics “bad blood” that
suggestsTaylor is in an argument with
someone (i.e. Katy Perry)
and she isn’t trying to be nice/polite
anymore.The red lipstick in other
scenes also has connotations of
aggression however it also contrasts
from her usual pop-princess style and
suggests a more mature and grown-
up version of the artist to appeal to
her older teenage audience.
4. Location: There were a variety of locations used in this music video. Most of
these denoted a sci-fi movie atmosphere where the artists supported this
theme through other aspects of mise en scene. Other scenes portrayed
violence and a super-hero/villain mood by being located in a boxing ring and
also the final scene showed a CGI explosion with the buildings of London in
the background.This therefore suggests a sense of empowerment and
dominance of the female gender with their strong character’s and fierce
facial expressions, body language and movement (NVC).This is also
reinforced by prop weapons such as a knife being thrown at teddy bear
which suggests thatTaylor is no longer being civil with fellow pop artist Katy
Perry.
5. The rapid editing used throughout this is stereotypical of most pop music videos. For example
during the boxing scene between Taylor and aVS model, rapid editing is used to clearly
convey the upbeat nature of the setting whilst also keeping to the beat of the song.
Another editing technique commonly used in music videos is slow motion.This is used at
the end of the music video where all of the women in the video are walking in a line
formation with the explosion in the background. The use of slow motion emphasises the
drama of this scene and also the sense of power portrayed by the women.This technique is
also used in action and sci-fi films for similar reasons to build tension and suspense within a
scene. Another similar piece of editing used which is also used at the beginning and end of
films is a title sequence including the director’s name and the song title.This also
exaggerates the idea that this music video has a covert story and is therefore being made
into a short film.
6. This music video contains a wide range of stereotypical shots to create a mood and narrative.
Firstly, close ups and extreme close-ups are used to focus on specific objects or people’s faces
to emphasise their significance. For example there are many close-ups ofTaylor’s vicious facial
expressions which not only increase her portrayed female dominance but also these shots are
used to promote her as an artist which is one of the main functions of a music video. Again, two
shots are used to showTaylor with other artists and celebrities for the same promotional and
suggestive reasons.There are many horizontal pans within this video; one function of this
choice of cinematography is to show the sci-fi fight scenes to the viewer in time to the music. A
low angle shots is used at the beginning to showTaylor’s weakness as Selena is shown pushing
her through the office building window.This shot is used to show Selena’s initial power and
dominance which is emphasised by the following high angle shot ofTaylor lip syncing on the
car.This is then contrasted by the cinematography used at the end of the video with a wide
angle shot showing all the women on an equal level. This suggests that they are working
together and no longer have ‘bad blood’.
7. - “Band aids don’t fix bullet holes, you say sorry just for show” –
Suggesting that the person she is singing about has done so
much wrong that one apology will not make up for it.
- “Oh its sad to, think about the good times, you and I..” –This
suggests that her and artist Katy Perry used to be friends,
however because she disrespectedTaylor in such a great way, it’s
a shame they can no longer be civil.
More examples that also imply this same narrative are:
- “Baby now we got bad blood, you know it used to be mad love”.
- “You forgive you forget but you never let it, go”
8. The main narrative in this music video is thatTaylor and Selena
are fighting together against the portrayed ‘villains’ but
Selena then attacksTaylor’s character in the video where the
song begins. However throughout the music video a sense
of female empowerment and feminism is shown through use
of powerful female celebrities. Also the opening is similar to
that of a sci-fi/action movie with all the fight and training
scenes etc.
9. Joseph Kahn the director of this music video also directed the
video for Britney Spears’ song ‘Toxic’. Because of this, there
are a variety of similarities between them shown through the
mise en scene, cinematography and editing. For example
there are repeated objects and moods created in both music
videos including futuristic & motorbikes. AlsoTaylor Swift’s
video includes references from sci-fi and action films such as
Sin City,Tron and Mortal Combat.
10. Since the director is male, there is a lot of voyeurism within this
music video due to the effect called the ‘male gaze’ coined
by Laura Molvey. Here are some examples of these features
of the music video which show the women as sex symbols:
- Tight costumes
- Exposed skin
- Red lipstick
- Black, skin colour & white costumes
- Short dress & stockings
- Half naked women
