Intertexuality is the way in which one media text is referenced in another.
Intertextuality in music video's supports Andrew Goodiwn's theory "Dancing in the distraction factory". This theory suggests music videos contain codes and convetions e.g a relationship between lyrics and visuals, technical aspects, star representation and intertextual references.
One example of intertexuality in music videos comes from Lady Gaga's- "Paparazzi". In this music video there are many references to Newspaper articles and headlines. This is a intertextual feature as another media text was included in the video. Depending on the type of intertextual reference, one reason an audience would enjoy this feature is because of the feeling it can evoke. For example if a music video included references to past decades such as the 70/80's it may create a sense of nostalgia. In Gaga's music video meaning is created by showing reference to other popular cultural objects i.e. the use of newspapers. Using intertextuality in music videos allow an audience to identify their theoretical framework of knowledge, and use it to define their identity. This approach can be used to gain popularity for referenced ideas.
Intertexulity can be seen in other forms of media for example film. The comedy horror film "Scary Movie" is based on "Scream", "I know what you did last summer" and "Sixth sense".
Another example of intertexuality in a music video is from Gwen Stefani's- "What you waiting for?". In the music video Srefani throws a pocket watch and falls back on her chair causing her to fall back on her chair and transporting herself to a fantasy world based on the film and book "Alice In Wonderland" and "Through the looking glass". The picture on the left shows the reference to Alice in wonderland in Stefani's music video, whereas the picture on the right shows the original scenes from Alice in wonderland. The audience can also infer this through the location and mise-en-scene of the props and costumes. This intertexual reference is appealing to the audience as it communicates a different meaning then the original text. Therefore this direct cinematic reference allows an audience to draw conclusions to the meaning of the message.Lastly for my music video I won't be adding any intertextual references, however I will be adding elements of Goodwin's theory. The visuals will match the lyrics this means that we can convey the narrative of the song. I will also use star representation, this will be created by the male lead being presented throughout the video, this will have the effect of creating more audience interaction. Therefore this engages the audience.
To sum up intertextuality in music videos and other forms of media can entertain the audience by providing new meanings and better knowledge of the original text.
