Intertextuality refers to the way a text (written or seen) is shaped by other texts that have come before it. Adverts and music videos use it the most in order to obtain a certain reaction from their target audiences or in the music video sense, its used just for show. It may appeal to an audience of people who liked the original, and want to see how it has been used, and they may or may not like it. However the connotation of the old text may overshadow the connotation of the new text.
Examples
The influence of video games will predominate for the younger audience with the more plasticised look of characters emerging ( e.g. Robbie Williams 'Let love be your energy' directed by Olly Reed in 2001 & The Red Hot Chilli Peppers 'Californiacation' directed by Jonathan Drayton & Valerie Faris.
Robbie Williams let love be your energy
Intertextuality & Cinema
Directors who started with music videos include:- David Fincher: Madonna Vogue & express yourself
- Spike Jonze: Fatboy slim- Praise you
- Michel Gondry: Bjork & Foo fighters
Jhon Stuarts description of the music video "incorporating, raiding & reconstruction" is essentially the essence of intertextuality.
- From Madonna's 'Material girl' ( Mary Lambert 1980 drawing on 'Diamonds are a girls best friend' ) 2Pac & Dr Dre's 'California love' (Hype Williams 1996, drawing on 'Mad Max') there are many examples of cinematic references which dominate music video.
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| Madonna- material girl (1984) |
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| Gentlemen prefer blondes (1953) |
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| Robert Palmer- Addicted to love (1986) |
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| Shania Twain- I feel like a woman (1999) |
Stuart goes on to say that using something familiar to the audience may generate both potentially nostalgic associations and new meanings.
Most evident in music videos e.g. Madness 'Our house' and Kid British 'Our house is dadless'
Intertextuality: Madness- Our house
In this video there's evidence of intertextuality when the band is sitting in front of the TV in a dark room moving their heads in all directions.
This is taken from Queens 1975 hit Bohemian Rhapsody
There's also intertextuality at the beginning of Kid British 'Our hose is dadless' which samples Madness 'Our house' throughout
Use of intertextuality in my groups music video?
Since the music video my group plan on doing will be based on society and changes etc. I thought of using a segment from Tupac- Changes and incorporating it into our music video during the editing stages.
I'm thinking that we could take pics and videos of all the things happening in society in the past and future and making it one image of our choice that would relate to the video.
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