Media Contexts
Media Studies: Eduqas GCSE, topic 5.3.6
'The Man' - Media Contexts
A feminist social context shapes the 'The Man' music video.
Social context: Feminism
- In the music video, Swift transforms herself into “The Man” to:
- Mock the patriarchy
- Highlight gender discrimination
- Show how male privilege works in everyday situations
- Comedy is used to expose the unfair double standards between men and women.
Industry context: Masters dispute
- The subway poster (“Bo$$ Scotch” with “Capitalise on the feeling” and “Greedy” graffiti) is a reference to:
- Scott Borchetta, founder of Swift’s former label (Big Machine Records).
- Borchetta owns her master recordings made before 2018.
- Swift accused him of:
- Bullying
- Blocking her from performing old songs on TV
- This conflict forms a major industry context behind her “Taylor’s Version” re-recordings.
Personal tone through cameos
- Friends and family also appear in the video:
- Scott Swift (Taylor’s father) = tennis line umpire
- Loren Gray (singer/TikToker) = court attendant
- Their inclusion adds a personal, self-aware tone to the music video.
#MeToo movement context
- The video was influenced by the #MeToo movement.
- The lyric “When everyone believes ya, what’s that like?” reflects #believewomen.
- This challenges male privilege and society’s habit of dismissing women’s experiences.
Swift’s public image & charity work
- Swift is known for public generosity and charity support:
- UNICEF
- Red Cross
- Disaster relief donations
- $1 million donation to Nashville tornado fund (2020)
- Sends money to fans through GoFundMe
- This reinforces her public persona as socially responsible and compassionate.
Test yourself on Media Contexts
Why does Taylor Swift transform into “The Man” in the music video?
Which movement influenced 'The Man' music video?
Who is referenced by the subway poster “Bo$$ Scotch” in the video?