The term 'Intertextuality' refers to the process of creating references to any kind of media text via another media text. Media texts often can borrow iconic imagery in this way in order to help promote an idea or image, create more connection to an audience, reach a more educated audience or pay homage to other media texts.
Using concepts and images familiar to the audience may generate both nostalgic associations and new ideas.
John Stuart's description of the music video as 'incorporating, raiding and reconstructing' is essentially the essence of intertextuality as it is clear across all types of music videos that they often each take ideas from each other, movies, art and history itself.
EXAMPLES OF INTERTEXTUALITY
EXAMPLE 1: MADONNA 'MATERIAL GIRL' & MARILYN MONROE IN THE FILM 'GENTLEMEN PREFER BLONDES'
- Madonna's music video for 'Material girl' is a perfect example of how media texts borrow the iconic imagery of other media texts as the video paints Madonna similar to Monroe's classic 'Diamonds are a girls best friend' look, donning a pink dress and diamond accessories.
EXAMPLE 2: RED HOT CHILI PEPPERS 'CALIFORNICATION'
- Red hot chili pepper's music video for 'Californication' depicts the band members as video game characters. During the 90's, the video game culture was on the rise and a cartoon style video was at its time very interesting to the young, hip, rock audience.
EXAMPLE 3: BOWLING FOR SOUP'S '1985' AND ROBERT PALMER'S 'ADDICTED TO LOVE'
- The music video for '1985' is comedic and shows how fun the band are as they don't take themselves very seriously. A section of the video 'spoofs' the iconic music video for 'addicted for love' which is a very 'serious' music video, making Bowling for soup's version therefore a funnier version. This is achieved by placing the male members of the band in high heels and dresses like the girls of Robert Palmer's video, making fun of how serious and sexualised the other, earlier music video ultimately is.
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