theories applied to Taylor

• Reception theory- preferred reading- taylor in social media and music videos is a powerful, independent woman. oppositional reading may critique the representation of men in her bad blood music video (secondary, lesser than women), negotiated reading- women may take away some aspects of her femininity and powerful representation of said gender however also may be against Taylor's use of outfits in her music videos/live performances that could be seen as sexualised
• Identity theory David Gauntlett- suggests individuals create their own identities from segments of media products and adopting elements of their representations- in the context of Taylor Swift, this can be seen in how her visual style may contribute to fans' sense of self, particularly in relation to themes of independence and female empowerment
• Levi Strauss Binary Opposition theory- the binary opposition of her colour pallette on her website resembles a newspaper and reflects how her reputation is constantly shown through media platforms like newspapers
• Uses and gratifications theory- applied to taylor swift as the audience are gaining a personal relationship with swift as she is opening herself up and revealing her current state of mind across all her social medias
• propps character types applied- Taylor is the 'hero' as through media and her own activities around the globe she is the central protagonist
• audience positioning- they are mainly active as they can interact with her posts by commenting, liking or sharing them
• the media company bloomberg has estimated her wealth at well over $1bn
• the personality Taylor Swift constructs across social and online media reflects the need to address these different target audiences. Social media can now be used to construct an 'ordinary person' as celebrity enabling celebrities to utilise this.