Analysis of 'Bad Blood, music video

1. By Kayleigh-Ann Cole

2. The song has an upbeat fast tempo and it mimics the editing in the video as
actions in the video reflect the beat. Editing has specifically been put in place
so that when the beat drops in the chorus Taylor walks through, which
displays her importance and she fills the frame to reinforce her importance as
her fame. In the video when Taylor says “hey” there is an exaggerated beat
and direct address is used, this looks powerful because it has been edited
together. In the video the sound is revealed slowly and through the video the
characters move to the music.

3. The mise en scene of this video appears like a constant battle of power,
and enforcing one’s dominance. There is a lot of violence in the video and
at the start Taylor wins the fight; however she is then defeated, and this
would show she has lost her power, which juxtaposes to the star image
and portrayed as weak.
In the video there are many weapons, this represents violence and power.
This represents Taylor as powerful as she has all these weapons and she is
using them and is allowed to which displays her power and dominance
as she is doing what she wants.

4. There is a shot of a teddy bear with connotations of immaturity,
childlike and vulnerability. In the video the bear is attacked with a
knife and this could reflect Taylor and her innocence when she
started in the music industry and this could show her changed
image, it also displays her reaction to opposition as the teddy bear
is attacked with a knife showing that Taylor is acting relentlessly
and it makes her new image appear feisty.
There is a scene of Taylor boxing and this is known as a dangerous
sport and this reflects Taylor in the music video that she is
prepared to take risks and she is ready to fight and this could
reflect her position as a music artist, and it shows she is in control
which expresses her importance.

5. The camera always follows Taylor as this reinforces her importance in
the video. When she walks through it usually concentrates on her feet
or her face, although the camera is always focused on her. The
camerawork has manipulated the shots to make the audience
concentrate on her as many close ups are used throughout, meaning
the audience ignore the rest of scene, this shows that she in important.

6. In the video Taylor has the most prevalence which expresses she is an
important character as she has the most screen time, this would show
her as being the most important and the most relevant which would
reflect to the fact that it is her music video, therefore it is expected that
she would have the most prevalence. Editing in the video matches
the music beat throughout. In the video the rules of continuity are
broken as there are not always smooth transitions or match on action.

7. In the video many scenes are similar to those from
Britney Spears’ Toxic; this technique is used to
gain recognition from the audience, also the video
has similar scenes to those used in Hunger
Games, this also is used for recognition for the
audience.
Examples on the next slide…

9. The video is a visual response, and many of the lyrics link back to the
visual response, this enhances the pleasure of the song for the
audience. There is a balance between the narrative and performance
but it is almost linked together, but the performance includes Taylor
with close ups and lip syncing and this is where direct address is
used, these elements make it appear as though Taylor is speaking
with them directly and enhances visual pleasure.

10. It is obvious to know that Taylor is the main character in the music video, the
camera focuses on her and she is usually placed in the centre of the frame and
she is always clear to spot even with a crowd. This suggests her importance,
and that she can always be seen, reinforcing the idea that she is an important
character on the music video.
In the music video many other famous individuals are included and this
shows Taylor as being important within the music industry, also this method
could have been used as a selling point.

11. The Bad Blood video conforms to Mulvey’s theory (male gaze). Throughout the video
the characters are wearing skimpy outfits, exposing their bodies. Portraying them as
sexual objects. The use of these small outfits and the exposure of their bodies highlight
pop music’s desire to sell sexuality to a young audience. The use of objects in the video
such as rope, knives and chains could suggest bondage and sexual activities. In
addition, the leather used throughout the video could reinforce the idea that the outfits
and objects are used for sexual pleasure for the audience. Although, at the beginning of
the video Taylor is not seen as passive as she starts fighting.