Research: Semiotics of a Music Video

Semiotics helps decode the layers of meaning in music videos by examining the signs and symbols used. It focuses on 8 key components, namely: 

1. Signifiers and Signified

   • Signifiers are the physical elements we see (images, colors, actions).
   • Signified is the meaning or concept these elements represent (e.g., a red rose can signify love).

2. Denotation and Connotation

   • Denotation is the literal meaning (e.g., a broken mirror just means a broken object).
   • Connotation refers to the deeper emotional or cultural meaning (e.g., a broken mirror can symbolize self-reflection or inner conflict).

3. Symbols
   Symbols carry broader meanings (e.g., a dove symbolizes peace, a stormy sky can represent turmoil).

4. Visual Codes
   The colors, lighting, and camera angles shape the mood and message of a video. Bright colors may suggest happiness, while dark tones indicate sadness.

5. Narrative Structure
   The story in a music video often reflects the themes of the song, helping to communicate its emotional journey.

6. Cultural Codes
   The meanings of symbols vary across cultures. A color, gesture, or image might have different meanings depending on the cultural context.

7. Intertextuality
   Music videos often reference other media (films, art, books), adding layers of meaning and connections to other cultural works.

8. Framing and Composition
   The way scenes are framed (where characters or objects are placed) influences how we interpret them and can emphasize certain themes or emotions.

Keeping these components in mind, i analysed " Look What You Made Me Do" by Taylor Swift. 

1. Signifiers and Signified

• Signifiers: The various "Taylor Swift" personas throughout the video, the snake imagery, and the "past selves" in the coffin.
• Signified: These elements represent the different phases of Swift’s public image, from her "good girl" persona to the media portrayal of her as a villain. The snake, in particular, signifies the backlash she received during her 2016 feud with Kanye West and Kim Kardashian

2. Denotation and Connotation

• Denotation: At face value, the video presents several Taylor Swifts—each representing different parts of her career—along with references to media moments (e.g., the infamous "snake" controversy).
• Connotation: The "snake" symbolism connotes betrayal and public villainization, while the multiple versions of Taylor symbolize her transformation in response to criticism and media manipulation. The video can be seen as an exploration of how she reinvents herself after being "dragged" by the media.

3. Symbols

• Snake: A symbol of the backlash Swift faced, the snake is a direct reference to the media’s labeling of her as a "snake" after the Kanye West controversy.
• Multiple Taylors: The different versions of Swift in the video represent her various public personas—each carefully crafted for different stages of her career. The coffin scene symbolizes her "death" to her old self, marking a reinvention.
• The Throne: Swift seated on a golden throne in a glam, "powerful" pose is a nod to her reclaiming her position and taking control of her narrative.

4. Visual Codes

• Color Palette: The video uses a dark, moody color scheme, particularly when Swift is shown with snakes, symbolizing the darker, more sinister side of her persona. The golden throne scene contrasts this, symbolizing power, wealth, and rebirth.
• Lighting: The lighting shifts throughout the video—from shadowy and ominous to bright and powerful. This mirrors the transformation in Swift's character: from someone defeated by public perception to someone taking charge of her narrative.

5. Narrative Structure

• The video follows a non-linear narrative, full of shocking and dramatic moments, starting with her "death" and leading to her transformation. The video presents a sort of "resurrection," where Swift rises above her public image and asserts control.
• The narrative is about self-empowerment, rebirth, and confronting the "haters." The final moments show Swift dancing triumphantly with her "clique," suggesting that she has overcome her past controversies.

6. Cultural Codes

• Celebrity Feuds: The video taps into the cultural obsession with celebrity rivalries, particularly Swift’s fallout with Kanye West and Kim Kardashian. The snake imagery became a symbol of the media’s treatment of Swift, making it a key cultural reference.
• Feminism and Female Empowerment: Swift uses the video to comment on how women in the public eye are often pitted against each other or expected to be "perfect." Her reinvention signifies a rejection of these pressures.

7. Intertextuality

• The video references multiple cultural texts, including Swift’s own public controversies. The "dead Taylor" in the coffin references her "death" as a sweet, innocent pop star and her rebirth as someone who embraces her complicated persona.
• The video also references pop culture moments (e.g., the scene where she addresses the "haters" with a smug smile), and visual cues from the media’s portrayal of her over the years.

8. Framing and Composition

• Framing: The video makes strong use of framing to emphasize the power dynamics in Swift’s public life. For instance, when she sits on the throne, she’s framed as a queen reclaiming control.
• Composition: The video’s use of sharp contrasts in both visual composition and the narrative arc (from victim to victor) underscores the transformation Swift is undergoing.