Intertextuality

Intertextuality is the process of creating references to any kind of media text via another media text. This notion was introduced by Julia Kristeva. Artists and bands incorporate intertextuality into their music videos to incorporate references to films, TV shows, books, events, people, media products or other music videos. It is useful as it creates a feeling of nostalgia with the audience which helps increase its popularity by creating familiar feelings, causing them to want to watch it again. Some texts refer directly to each other such as remakes of films or TV shows like the Simpsons which make many intertextual references, often for comedic effect. The owners of a text are always informed before it may be used due to copyright reasons. If another media text is referenced inside another it can be seen as a form of promotion and advertisement for it as it helps raise publicity for it.

'All The Small Things' by Blink 182 incorporates intertextuality in the form of a parody. This video takes elements of other music videos by using other artist’s locations, outfits or elements of their star image to then mock them for humour. Some of the references made in this video include: Backstreet Boys - 'I Want It That Way', Britney Spears - 'Sometimes', Christina Aguilera - 'Genie in a Bottle' and Sugar Ray - 'Someday'.


Robert Palmer's 'Addicted to Love' (1986) was parodied in Shania Twain's 'Man! I Feel Like A Woman' (1999). It mocked the use of mannequin style females in the band and used very similar visuals as the original. Examples of some of the imitated aspects of the video are the use of the same background, the facial expressions of the guitarists, the shot types such as panning down the bodies of the people included, the dancing and movements of everyone and the costumes and makeup. Shania Twain imitated Robert Palmer's video to celebrate women and their beauty and show her view that women shouldn't have to worry about dressing for men and should enjoy having fun.




Paramore's video 'Decode' contains clips from the 2008 film 'Twilight'. These clips have been incorporated between shots of the band performing in what seems to be the same location of the forest where the film was set. The band are also wearing the same style of makeup and costumes shown in the film creating the impression that they are part of the movie.



If intertextuality fits in with my final idea for my own music video, I'd like to try to incorporate it as it may allow the audience to feel more familiar and connected to it. This would make my video enjoyable and possibly feel more personal to the audience meaning it would be a success.

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