Music video analysis (how gender is performed)

As an introduction to the production of music videos I decided to analyse Taylors swift's “Blank Space” (2014). I specifically focused on how gender roles are performed in music videos.

“Blank Space” tells the story of a woman who lives an apparent dream-come-true life with her stereotypically perfect boyfriend, until she finds him texting someone instead of paying attention to her. At this point, she becomes violent and hysterical vandalising his properties. This stops when the male figure manages to leave and a new boyfriend takes his place. It is a self-parody of how the media portrays and the view some people have of her as this crazy ex girlfriend. The music video explores the paradoxical nature of human relationships. It also stands out as a commentary on gender as it addresses issues that pertain to both genders. Women are expected to be perfect and sophisticated; yet, when they are not they are seen as crazy and manipulative. Men on the other hand are shown as only loving for selfish reasons.

Throughout the music video, mise-en-scene is used to reflect the media’s view and perception of Taylor Swift. The location is a prestigious house with paintings, high ceilings and gold colours, connoting the idea of it being like a fairytale. It seems unrealistic, making her media perception also seem unrealistic. The colour red is a motif replicated throughout the video. It can be seen in Taylors lips, nails, clothes, and other objects such as the red apple and the car. It connotes danger but can also be representative of seduction and passion. The red lipstick suggests that she is threatening as you see her turn from very sweet and innocent into an irrational person. It is also part of her signature look; this shows that she is reinforcing her star image throughout the video, even though it's a self parody. The use of a red apple at the end has an exophoric reference to the fairy tale of snow white and poison, therefore suggesting that she is dangerous just like the witch in Snow White. Throuh all of these symbols, the audience sense Swift has taken control and is dominating the situation using her feministic and sexual powers.

There are multiple costumes used throughout the video which change colour according to her intentions. At the beginning Swift is wearing black and then it graduates to white once she has managed to get her man. All of the costumes look luxurious and expensive connoting wealth and high status. The combination of binary opposites of white and black represents the media’s view of her. The male character within the music video is also shown wearing smart clothing such as suits and waistcoats which connotes the idea that he also has a lavish style and is wealthy.

Taylor shows herself as this powerful woman who puts men in the suppressed role traditionally occupied by women. She is an upper social class lady with many wealth, properties and possessions. However, she also sexualises herself. This is done to increase a more male audience to consume Swift’s video and also to present Swift as a sexy female which complies with the brand identity she wants around her image.

As mentioned before, “Blank Space '' subverts this idea of men setting the gender and dominance in music videos. It does not follow Liesbet Van Zoonen feminist theroy as the music video does not “transmit sexist, patriarchal or capitalist values to contribute to the maintenance of social order”. Furthermore, the music video also has a link to Judith Butler's theory which questions the belief that certain gendered behaviours are natural, illustrating the ways that one's learned performance of gendered behaviour.

The concentration of power throughout the music video is on the female character, Taylor swift. The male is seen as submissive, accepting her status and control. The song stands out as a commentary on gender as it addresses issues that pertain to both genders. Women are supposed to be inferior, perfect and sophisticated; yet, when they are not they are seen as crazy and manipulative. It also shows that men only love for selfish reasons.