'Look What You Made Me Do': A Win or Sin For Feminism?

So while this definitely isn't my usual kind of post, I'm fascinated by the heated pop culture climate that's reached its peak over the last week or so with Taylor Swift switching to the dark side. For my A Level Media Studies course this year, Taylor was one of my case studies. A year was spent delving into her representation, her sisterly relationship with fans, the way she embraces tech and uses her songs to connect to a young fan base and let them join her A-List girl squad. Is that all redundant now? 

The video opens with a swooping shot, quickly moving towards a grave stone that reads "Here lies Taylor Swift's Reputation". That, alongside the gloomy, dark imagery is the first signal of Taylor's shift from the nice girl to this seductive, sharp authority figure. Now, I fully understand the reasons for the transformation: Taylor was tired of playing the victim, getting trampled over by other pop culture elites, and this reincarnation is a way to prove that she's not the damsel in distress she was often presented to be. But this princess-like figure wasn't fully a creation simply by the media. Taylor's young fan base can largely be attributed to the fact that she literally plays a friend to all - over Twitter in 2014, she did Merry Swiftmas, and sent out Christmas presents to her fans, and before 1989's release, she invited fans to her house for a listening party. At this point, I admired her for what she did. She brought celebrity to a normal level to a young audience, and in my opinion, being the bigger person in this way shoves Kanye right into the shadows. 

So the gothic Tay Tay - what does she say to a pre-built fan base of young girls? Well, it can be read a lot of ways. Also during my Media course I did a lot on feminism and that movement within pop culture and society, and I think Look What You Made Me Do is an interesting take on it. In support of feminism, she proves you shouldn't let yourself feel vulnerable and you should stand up to those putting you down. Taylor sizzles with her power. And good for her. Some may say that the sly references to her past celebrity stand-offs are too subtle for young fans to notice anyway, and to them its just a catchy song. 

At the same time, LWYMMD may not have the most feminist message for a self-proclaimed feminist. First of all, I see the petty jibes at Katy Perry, Kim and Kanye as just that - petty. It inspires competition, which in some cases is healthy and good, but when the 'new Taylor' stands God-like at what I mistook for a few moments as a Christian cross (actually a T) while the 'old Taylor's' grapple at her feet to get to the top, to me it screams the misunderstood version of feminism that is the battle of the sexes. 

And to win, you need to lose a lot of your clothing. The same kind of thing is addressed when she speaks to her robot squad in a small bodysuit - that's what you have to look like if you want to be noticed and if you want to be on top. So instead of teaching and connecting with her young fans, she's actually taking back what she's said about body image and individuality, as now it looks like she may well be morphing into another sexualised pop star. 

BUT this can also be interpreted as a feminist idea. A poignant image of the video is when Taylor is trapped in a birdcage, which signifies the way she has felt restrained by the media and her built up friendly reputation. Now that she's free of these weights, she can do what she wants - she has choice over how she dresses and how she wants to be represented. The very fact she's reinvented herself here nods to the foundations of feminism; women have the same rights as men, and they can choose how they want to be rather than playing roles handed to them by patriarchy. 

This is a juicy video, one that - though I kind of like the song itself - I can't decide if I love or hate yet. Taylor Swift is such a complex media figure, and with Reputation due for release in November, she is sure to become all the more interesting. Though its cunning and bitter and a whole lot more sexualised than the Taylor we've come to know, the more I think about it, the more I see it as a smart move for her to show to a young fan base that everyone should fight their corner. Its not feminism in the traditional sense, but its assured and somewhat motivational and brings a whole lot of girl power. 

From, 

Eleanor