Media Theories

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Uses and Gratifications

Blumler and Katz's uses and gratifications theory can be applied to the Bad Blood music video by Taylor Swift.

Pleasure

The heavy use of intertextual references could be a uses and gratifications pleasure for the audience.
This is especially true for audiences who may be slightly older than the usual target audience for Taylor Swift.

Entertainment

The video is entertaining through its heavy use of action iconography and fast-paced editing.

Escapism

The video can act as escapism as it constructs a version of reality which the audience knows not to be true.

Identity

Setting the opening sequence in London can be seen as a form of identity as the iconic buildings such as the Gherkin and The Shard would be identified by most of the audience.

Hall and Propp

Hall’s reception theory could be applied to the various readings of Taylor Swift's video. Propp’s theory of narrative can be applied to the music video.

Dominant reading

A dominant reading of the text would be the audience adopting the view that Taylor Swift is a global celebrity who is a strong independent woman as well as being influential.

Oppositional reading

The oppositional reading would be that the text can not be seen as empowering to women as the women are heavily sexualised and the message is not in fact girl power, but creating a divide within female society.
The videos representation of women is also very one dimensional as it suggests to be a successful women you need to be slim, attractive and popular.

Propp

Propp’s theory of narrative can be applied to the music video.
- Taylor takes on the role of the hero.
- Kendrick Lamar takes on the role of the helper, along with Taylor’s celebrity friends.
- The villain is the unknown person who has betrayed Taylor Swift.

1Overview

1.1Media Language

1.1.1Media Language

1.1.2Media Language 2

1.2Audience

1.2.1Audiences

1.2.2Audiences 2

1.2.3End of Topic Test - Media Language & Audience

1.3Representation

1.3.1Stereotypes

1.3.2Gender

1.3.3Audiences

1.4The Media Industry

1.4.1Media Industries

1.4.2Ownership

1.4.3Funding & Regulation

1.4.4End of Topic Test - Representation/Media Industry

2Component 1: Section A

2.1Magazines

2.1.1Magazines

2.1.2Pride

2.1.3Pride 2

2.2GQ

2.2.1Context

2.2.2Narrative

2.2.3Representation

2.3Advertising & Marketing

2.3.1Advertising & Marketing

2.3.2Analysing Adverts

2.3.3Analysing Adverts 2

2.3.4Theories & Principles

2.3.5End of Topic Test - Magazines & Advertising

2.4Print Advertisements

2.4.1Quality Street

2.4.2This Girl Can

2.5Film Posters (Marketing)

2.5.1Spectre

2.5.2The Man with The Golden Gun

2.5.3The Man with The Golden Gun 2

2.6Newspapers

2.6.1Ownership & Regulation

2.6.2News Selection

2.6.3Media Language

2.6.4Genres

2.6.5Newspaper Conventions

2.6.6Representation

2.6.7Audience

2.6.8Theories

2.6.9End of Topic Test - Newspapers

2.7The Sun

2.7.1Context

2.7.2Narrative

2.7.3Language & Images

2.8The Guardian

2.8.1The Guardian

2.8.2Narrative

2.8.3Language & Images

3Component 1: Section B

3.1Video Games

3.1.1Video Games

3.2Film

3.2.1The Big Six

3.2.2Technology

3.2.3End of Topic Test - Video Games & Films

3.3Radio

3.3.1The Radio Industry

3.3.2Categories of Radio Station

3.3.3Technology & Radio Audiences

3.3.4Theories

3.3.5End of Topic Test - Radio

3.4No Time To Die

3.4.1Context

3.4.2Narrative

3.4.3Representation

4Component 2: Section A

5Component 2: Section B

5.1Music Video

5.1.1Music Videos

5.1.2The Music Industry

5.2Michael Jackson

5.2.1‘Black or White’

5.3Taylor Swift

5.3.1Bad Blood

5.3.2Intertextual References

5.3.3Media Theories

5.3.4Representation

5.3.5Social Media

5.4Bruno Mars

5.4.1Uptown Funk

5.4.2Analysis

5.4.3End of Topic Test - Music Videos

5.5Lizzo

5.5.1Context

5.5.2'Good as Hell'

5.5.3Media Language

5.5.4Representation

5.5.5Audience

5.5.6Industry

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