What is representation?
Representation in music videos embodies a certain theme that an artist may want to portray, symbolise and represent. It not only shows meaning within an artist, but it also shows their star persona and what they represent as an artist. For example, an artist representation could be a political statement, about empowerment or could just simply conforming to the music video norms.
Why is representation in music videos important to consider?
Representation is always in a music video in some shape or form, especially music videos that follow a narrative. It is important to consider representation in music videos as it not only shows the star persona, but also the type of genre that the music video represents and what kind of audience that the artist in the music video is trying to attract.
What are certain themes that are often represented in music videos:
Gender: Gender differences and gender norms is something that is often presented in music videos. This is often used in such a way that can be segregating, especially female and LGBTQIA+ artists due societal suppression. Although in recent years, that has began to change with a lot more female artists moving away from the way they are normally presented, or twisting it to their preference and with the gender norms beginning to change.
Ethnicity: Many music videos represent different races and often stereotypes. An example of this would be the rap genre which many associate with having a Gangster attitude and a primarily black genre. This can be shown in a negative light toward certain ethnic groups.
Age: Age is usually to do with the artist's age and the demographic that they are aiming for. Typically an artist is aiming to attract an audience that is around their own age or slightly younger. This is mainly the case for modern pop music.
Sexuality: This is often represented in women. The Male Gaze is something that is often taken into consideration for music videos which sexualises women to gain male attention. Arguably however, especially in today's times where female empowerment has risen in popularity, female artist may be taking back they saying of being "sexualised" or "objectified" and are using it as an opportunity to empower themselves and other women.
Theories that recognise representation
Gauntlet: His theory mainly focuses on genre and how we, as viewers, are now the producers as what is presented to us through these music videos, is often what we want to see as an audience. His theory also focuses on identity. Gauntlet's theory suggests ways of exploring different represented groups which show different identities which reflects on individuals.
Hall: Stuart Hall's reception theory claims that the director or the producer of a certain type of media, in this case music videos, uses encoding in their media forms to produce a product of messages and particular values that are decoded by the audience. For example, in music videos, there are certain elements in these music videos that are made to be recognised and be made aware of toward the audience.
Context of the Product
· Released 17th of May, 2015.It was on her 1989 album.
Featured the artist Kendrick Lamar.
Was released by her contracted label; Republic Records.
Was directed by Korean American film director, Joseph Kahn who also directed music videos for artists such as Britney Spears and Katy Perry.
The Music video won a Grammy award for best music video and most featured icons.
What are the key representations in this music video?
All of these key representations come under Andrew Goodwin's music video theory. For example, the representation of women and how they are sexualised to suit the Male gaze. However, this can be argued that music videos such as this, is more to do with feminism, especially as, aside from the featured artist, there are many female cameos such as Ellie Goulding, Cara Delavigne, Gigi Hadid, Selena Gomez and Cindy Crawford, who are widely known for their feminist views. This is also argued as their choice and not sexualisation due to the content of the music video, which gives the idea of warrior women or women who fight which is typically shown through men rather than women in music videos or films of any kind.
Semiotics, Barthes theory, and enigma codes are also shown throughout the music video. For example, it is established before the song even begins that Selena Gomez's character, who goes by the name "Arsyn", has a clear motive to go behind Taylor Swift's character, who goes by the name of "Catastrophe's", back. This is clear to see from an audience point of view as Gomez kicks Swift through the window where she lands on a car which is the que for the beginning of the song.
One other key representation in this music video is the intertextual references to famous action movies with references to strong female leads in movies. The first establishing shot was in London which instantly gives the audience an impression or link to the famous James Bond movies. This is the first intertextual reference of many sci-fi/action movie influences.
Establishing shot in "Bad Blood".
Establishing shot in London in the film "James Bond 007: Skyfall"
The second Intertextual reference that I picked up was the electric blue motorbikes that resemble the bikes from the sci-fi movie "Tron".
Taylor Swift in "Bad Blood".
Bikes from the movie "Tron".
The famous Katniss Everdeen signature braid is worn by Taylor Swift herself in a look-alike Hunger Games training arena.
Taylor swift wearing a Katniss Everdeen-like braid.
Jennifer Lawrence as "Katniss Everdeen" in "The Hunger Games".
The glass car that Taylor Swift and Kendrick Lamar sit in together is reminiscent of The Joker and Harley Quinn when they joyride together in the Batman, Suicide Squad and DC movies franchise.
Taylor Swift and Kendrick Lammar in a glass car in the music video "Bad Blood".
Harley Quinn and The Joker.
Finally, the intertextual reference that stood out the most to me was the Hattori Hanzo Katana swords that are used that are a huge feature in Quentin Tarantino's film "Kill Bill".
Taylor Swift and cameo, Karlie Kloss in "Bad Blood".
Uma Thurman as "The Bride" and Lucy Liu as "O-ren Ishii" in the film "Kill Bill".
Although the music video is very successful with 1,424,766,913 views on YouTube to date, the music video did rely heavily on the audience's knowledge of the genre, the nods to certain films, pop-culture references and the context behind the meaning of the song (the song was written about Swift's rival at the time, Katy Perry). However, there were many more conventions used within the music video and the genre including:
- Iconology: This shows visual imagery, symbolism and interpretation. This can be shown in Swift's music video through the overall content of the music video and lyrical context. An example of this in Bad Blood would be when Selena Gomez's character, the antagonist, looks back on Swift through a mirror, foreshadowing her plans to "overthrow" Swift.
- Narrative: The story told by the music video. The song is based on Swift's feelings towards ex-friend, Katy Perry, and although the music video does not show the real story of what happened, the metaphorical meaning behind the song is relatively clear but is just told through more of a fictional narrative.
- Mise en scene: This shows the arrangement of the scenery and properties that are portrayed. This is clearly used in this specific music video to show the intertextual references involved.
The music video also contains a lot of social references and social context. One of the social context and references that is used in The "Bad Blood" music video is the way that women can be sexualised. Often the music industry is criticised for its narrow use of representation of gender. Women are often sexualised mainly through clothing in music videos to attract a male audience, however, the same idea is used to attract a female audience through the feminist movement and that their "sexualised" clothing could be that it is simply just a female artist wearing what she wants when she wants, which links back to female empowerment. However, it is well-known but unfortunate fact that in the music industry, females can be hypersexualised as it is believed that "sex sells" and pleases "the male gaze".
Overall, Bad Blood is very clearly a clever and different, yet conforming music video that has had much success even 6 years after its release as it has won elite awards such as a Grammy Award for The Best Music Video and an MTV Video Music Award for Video of the Year and Best Collaboration.