Representation and Gender Dynamics

The representation of gender in "Bad Blood" offers rich material for Taylor Swift media studies. The video portrays women as strong, aggressive, and highly skilled, capable of using advanced weaponry - attributes traditionally associated with masculinity. However, this empowerment is juxtaposed with a sexualized presentation through costumes and the concealment of weapons in traditionally feminine objects.

Example: The video's female characters wield lipstick grenades and stiletto knives, blending symbols of femininity with tools of aggression.

The video emphasizes mainstream ideals of feminine beauty, featuring slim, athletic women with long legs, big eyes, pouting lips, and long hair. This representation has sparked debate among feminist critics, with some arguing that the females are objectified despite their powerful roles.

In contrast, the male character played by Kendrick Lamar is fully dressed in "cool" urban clothes and not sexualized. He is portrayed as being in charge of technology and on equal footing with Swift, offering an interesting counterpoint to the female representations.

Quote: "The video re-imagines Swift's 'squad' as an army, consistent with Dyer's 'Star Theory' that an artist's image represents values that the audience might share."

This analysis of gender representation is crucial for any comprehensive Taylor Swift Bad Blood Knowledge Organiser, highlighting the complex interplay between empowerment and objectification in the video.

Industry Context and Swift's Influence

At the time of "Bad Blood"'s release, Swift was signed to Big Machine Records and distributed by Universal Music Group, already an established artist with mainstream success. The high production values of the music video, featuring numerous high-profile performers and utilizing CGI and visual effects, demonstrate the industry's investment in Swift as a major cultural force.

Vocabulary: CGI - Computer-Generated Imagery, used in film and video production to create visual effects.

Swift's marketing strategy for "Bad Blood" heavily utilized social media, particularly the hashtag #BadBloodMusicVideo, and teaser posters featuring cameo stars. This approach showcases the evolving nature of music promotion in the digital age.

Highlight: Swift's fans, known as "Swifties," represent a powerful force in the music industry. Swift has trademarked this name for her merchandise and apps, demonstrating her business acumen.

Swift's influence extends beyond her music. Her decision to withdraw her music from Spotify for three years due to concerns about artist royalties, and her successful challenge to Apple Music's royalty policy during subscriber trial periods, highlight her ability to effect change in the music industry.

This section of the Taylor Swift Bad Blood Knowledge Organiser emphasizes Swift's position not just as a musician, but as a savvy industry player with significant influence over music distribution and artist compensation.