Intertextuality

In this post, I will be following on from my previous post on Goodwin and Mulvey's theories and taking a closer look specifically at intertextuality (Goodwin).

Intertextuality can come in the form of a Parody or Pastiche. A pastiche references a previous media text in its video. A parody also does this but simultaneously makes fun of a previous media text often by exaggeration. Intertextuality can involve any reference from past books, TV series, films, etc. and can be incorporated into a video in many ways such as through setting, acting or clothing.

Here are a few examples:

Iggy Azalea - Fancy (2014) + Clueless (1995)

For the music video for 'Fancy', Iggy Azalea based the whole video on the movie Clueless. You can see above a few collages that I have made comparing and contrasting some scenes from the movie and some shots from the music video. This video will most likely be understood and create feelings of nostalgia for teenagers from that era (people born in the mid-late 70s - early 80s).

Charli XCX's and Troye Sivan - '1999' (2019) + many 90s references

I made a few more collages showing the music video and intertextual references:

Film - American Beauty

TLC - Chasing Waterfalls music video

Eminem - Slim shady music video

Marilyn Manson and Rose McGowan's VMAs red carpet look

Intertextuality is used to engage audiences as they make links between different media texts. It appeals to an audience because they connect/ identify with these previous media texts which could bring feelings of nostalgia, excitement and joy. For example, if someone is watching a music video and it references one of the favourite movies, it could make them connect to the music video much more as they recognise the reference and really enjoy it.

In my music video, I could include some intertextual references from the 1990s to match my song. However, after looking at a few popular movies from the 90s, there isn't much that I could fit into my music video while having it still make sense. Also, a difficulty I would have with making an intertextual reference of a movie, for example, is the fact that I only have 2 male actors and recreating e.g. a scene properly would be quite complicated.