MEDIA WITH IZZY
INTERTEXTUALITY
Intertextuality is the shaping of texts’ meanings by other texts, i.e. making references within the media to other types of media products whether it is specific artists or work that they have done. One of the reasons as to why it could be used is in order to criticise someone or something through taking a piece of text and incorporating it into another context for the purpose of parody. However, this has also proven to be an assertive way to gain publicity, particularly if what they are addressing is a controversial matter.
Intertextuality in music videos Intertextuality is the way in which one media text is referenced in another.
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An example of this is Lady gagas ‘paparazzi’video features newspaper headlines and articlesthroughout making this a form of intertextuality in her video.
multiple music videos prefer to add a reference towards another pieces of media such as songs, films, artwork and fashion. Intertextuality can be either the main part of the video or just small hints in the corner of the video for the audience to discover. For example a video that uses intertextuality throughout is Taylor Swift's "Love Story" which is based on Shakespeare's novel "Romeo and Juliet".
The video is about around a forbidden love story and the song even mentions both the names 'Romeo' and 'Juliet'. The costumes and setting match the theme of 'Romeo and Juliet' which makes the intertextuality very apparent the second the video is clicked on, however Taylor Swift has added a small 'modern' twist to the video to give the story her own feel to it.
Another example of a vide that contains subtle references to interextuality is Katy Perry's "Last Friday Night". The video is fun and enjoyable to watch but their are a few hidden references that have to be looked at closely.
larger part of the music video is made to look like a film with the credits and opening sequence to make it look like a official movie extract. This is a clever way of presenting a music video with a strong narrative.
Hiden aspect of in intertextuality within the music video is highted in the social media page that is briefly shown at the beginning of the song. Which is called 'Friendplace' a section of the page arguably links to facebook as the two social media outlets have simarlarities for instance
users having their own personal profile which they can update with statuses and pictures that people can comment on. The reason it was a made up social media site and not an actual Facebook page could be because of copyright laws or even because it was easier to make a fake site than use a real one.
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