Media texts frequently reference other texts. Artists like us to recognise the reference e.g. Robin Thicke (2013) or Lady Gagas Born this way is referenced to Madonna.
Intertexuality is common in our modern world of music which many will not recognise unless they look closely. For example fashion in 2013 is now playing on traits from fashion from previous years e.g. The 80's.
Michael jackson has previously been referenced to other celebrities such as chris brown with his similarities to his choreography.
Core Definition of Intertextuality ; The shaping of texts' meanings by other texts.
The Notion was introduced by Julia Kristeva. Kristeva argued against the concept of a text as a isolated entity which operates in a self contained manner and states that "Any text is the absorption and transformation of another."
Intertextuality – Music Videos John Stuarts description of the music video as “incorporating, raiding and reconstructing” is essentially the essence of intertextuality. Using something familiar to the audience may generate both potentially nostalgic associations and new meanings. It is perhaps more explicitly evident in the music video than in any other media form, with the possible exception of advertising (and the Simpsons!)
Michael Jackson and Chris Brown
Chris has huge reference to Michael Jackson in the video. His dancing, choreography and choice of outfit all has intertexuality to Michael. The song has an infectious catchy beat whilst the video features street fighting in a similar sense to Michael Jacksons Bad and You Rock my world video.
Intertextuality can be demonstrated in several ways in the media
- Mimicry ; ( Often this borrowing of a text to link it to a second one is stylistic. THis means that a text will mimic or otherwise copy stylistic features of another text, for example Rhianna’s “we found love” and Katy Perry’s ” The one that got away” music videos)
- Marketing of media texts
- Parody ( Taking the mickey out of different texts for example “scary movie”) ,
