In this video she is trying to show that she doesn't care about what the haters have to say and she just wants to do her own thing, throughout the video she is making a joke of other artists music videos such as Lady Gaga when she is dressed up in the gold clothes. Throughout this song Taylor is laughing about herself and not caring about any negativity that is being thrown at her, there is a line of the song where she says "I'm dancing on my own, I make the moves up as I go" which is why during the video she is purposely dancing terribly. She's making a joke on herself saying that no matter what happens whether it be shade, negativity or something else she will just "shake it off".
Richard Dyer's theory states that pop stars are constructed and manufactured by their record labels in order to make money. To make money they usually have USPs (Unique selling points) which allow the labels to advertise the artist to a certain audience or group, it also means that people can relate certain events or styles to certain artists, for instance Taylor Swift's iconography is that she has been known for having a bad experience with her relationships and is constantly switching partners, this is something a lot of teenage girls also go through (despite the fact that Taylor is 24) and that is why they can relate to her so much. In the video Taylor sings "I go on too many dates, but I can't make them stay, at least that's what people say" by saying that she is suggesting that although people say that is what she does it may not be.
Simon Firth's theory is that "Music videos may be characterised by three broad typolgies: performance, narrative and conceptual." (1988), I believe this video to be a conceptual video as there isn't a narrative within the video, but there are also aspects of performance as she is singing into the camera directly addressing the audience.
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