Intertextuality in Music Videos

Intertextuality is when a media text references another media text. It can be used to create pleasure for the audience at recognising the reference as it privileges them because they are 'in on the joke' while it can also create a nostalgic effect for the audience. It can be used as both a serious or humorous effect. Intertextuality is reflected in the fluidity of genre boundaries and the blurring of genres.

Examples of intertextuality:

Robbie Williams - 'You Know Me'

This image is referencing the white rabbit from the book 'Alice's Adventures in Wonderland' by Lewis Carroll.

This screen shot above references the Metro-Goldwyn-Meyer trademark lion however it is replaced with Robbie Williams wearing the white rabbit costume for comical effect.

Taylor Swift - Love Story

Both screenshots above and below are from Taylor Swift's music video 'Love Story'. The screen shot above is inspired by the Shakespeare play 'Romeo & Juliet' as shown by the costume and also the storyline of two lovers forbidden to be together by their families is also a intertextual reference from Romeo and Juliet. The music video uses a modern day storyline in some sections (shown by the screen shot below) to contrast the 1500s mine-en-scene.

Madonna - 'Material Girl'

This music video was inspired by the 1953 film 'Gentlemen Prefer Blondes' which featured Marilyn Monroe:

The whole music video is a homage to the film mostly obvious from the strong miss-en-scene links. The red setting, the men in tuxedos, the blonde hair, the hot pink dress and the abundance of diamonds. The intertextual link is mostly used to express that Madonna is a 'material girl' due to her seductive nature which she uses to get men to buy her jewellery.