Intertextuality is the definition of the relationship between texts (especially literary ones) the way that similar or related texts influence, reflect or differ from each other. - The intertextuality between two novels with the same setting. An example of intertextuality in music videos is in the pop artist Lady GaGa's official music video for 'Paparazzi'. The video incorporates newspaper headlines and magazine articles throughout the three minute clip making it a form of intertextuality. The intertextuality in Madonnas 'Material Girl' is in her mimicking Marilyn Monroe in 'Gentlemen Prefer Blondes'. The clip is not of Marilyn Monroe herself but of the Hollywood representation of the sexy blonde who uses her beauty and figure to get what she wants from men.
Another example of intertextuality in the media is in Robbie Williams music video 'You know me'.The clip features Williams being taken to an Alice in Wonderland style setting where he is portrayed as 'The White Rabbit' from the story and film. This creates intertextuality between the film and his music video. In the last scene of the video there is a shot of Robbie Williams dressed as The White Rabbit in the Metro-Goldwyn-Mayors trademark icon in the place of the lion. Intertextuality for media purposes refer to other popular culture objects within the videos. The audience would then create their own individual meaning of the video according to the international suggestion created with relationships between primary and secondary texts. Intertextuality links to a content or a medium that binds texts to other texts. Many editors and directors use intertextuality in music videos because it combines different cultural codes taken from previous texts that are sensible for many audiences. Using intertextuality in music videos allows a viewer to identify with their theoretical framework of knowledge and use it to define their identity. This approach can be used to gain popularity for referenced ideas and influence consumers with a persuasive agenda. Like in my example of Madonna's music video for'Material Girl' she is using intertextuality because she is acting in the style of Marilyn Monroe in her song 'Diamonds are a Girls Best Friend'. This is a direct cinematic reference which allows an active audience to draw conclusions to the meaning of the message.
Another example of intertextuality in the media is in Robbie Williams music video 'You know me'.The clip features Williams being taken to an Alice in Wonderland style setting where he is portrayed as 'The White Rabbit' from the story and film. This creates intertextuality between the film and his music video. In the last scene of the video there is a shot of Robbie Williams dressed as The White Rabbit in the Metro-Goldwyn-Mayors trademark icon in the place of the lion. Intertextuality for media purposes refer to other popular culture objects within the videos. The audience would then create their own individual meaning of the video according to the international suggestion created with relationships between primary and secondary texts. Intertextuality links to a content or a medium that binds texts to other texts. Many editors and directors use intertextuality in music videos because it combines different cultural codes taken from previous texts that are sensible for many audiences. Using intertextuality in music videos allows a viewer to identify with their theoretical framework of knowledge and use it to define their identity. This approach can be used to gain popularity for referenced ideas and influence consumers with a persuasive agenda. Like in my example of Madonna's music video for'Material Girl' she is using intertextuality because she is acting in the style of Marilyn Monroe in her song 'Diamonds are a Girls Best Friend'. This is a direct cinematic reference which allows an active audience to draw conclusions to the meaning of the message.
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