Intertexuality

Intertexuality is the linking of different forms of media. It can refer to music videos, Dance, film and cultural references. Each audience member will experience a different form of intertextuality as it all links to your readings of certain media texts and your cultural and social backgrounds. This implies that the audience member will only understand a reference if they know what it is referring to.

There are three main ways that intertextuality is used, the first being Parody. This means obviously copying the original and changing aspects about it to add a comedic lilt. An example of this is changing the words to a song.

The second way intertextuality can be used is through Pristege, This is smililar to parody however it references the media text it was influenced by but doesnt copy it and is more respectful.

The third way is through Hommage, this means borrowing ideas and themes directly from another media text but doesnt replicate them.

An example of this would be Iggy Azalea and Charlie XCX's Fancy Music video. Its clear that Iggy is almost parodying the Classic teen film Clueless. This resemblance is a great example of cultural references as if an audience member had not seen Clueless, They wouldn't have understood the reference within the music video.

Product placement is also a huge part of intertextuality and synergy within music videos. This allows for the record label/artist and a company to promote each other. An example of this is within Miley Cyrus's We Can't Stop music video. We can see that one f the first shots within this video is of a beats pill. This obvious product placement means that Miley's fans will want it because she used one and Beats will promote Mileys new song.