Presentation on intertextuality within music videos, includes explanation of Andrew Goodwin's conventions and Stuart hall's preferred reading, I use examples of Iggy Azaleas "Fancy" and My Chemical Romances "The Ghost Of You"

1. INTERTEXTUALITY

2. What is intertextuality?
■ Intertextuality is the relationship between texts or media
– In music videos this can be hidden meanings that link to other pieces or work,
popular imagery or sounds etc.

3. Andrew Goodwin
■ Goodwin realized that in music videos it was not unusual to recognize the visuals or
music of the song as a reference to popular culture.
■ These pop culture references may include:
– Other music videos
– Films
– TV programs

4. Stuart Hall
■ Stuart hall devised the concept that there are 3 ways a audience can decode a media
text:
– Preferred reading-The audience understands and/or agrees with the meaning
encoded by the producer(s)
– Negotiated reading -The audience partly agrees
– Oppositional reading - The audience disagrees completely due to reasons of
ideology or lack of knowledge
■ Having intertextuality that meets the preferred reading of the targeted audience is
extremely important if you want the audience to connect with the media

5. Audience
■ Intertextuality can be used to connect with a certain demographic in a audience
– This means the video can appeal more towards a certain type of person, age,
gender, race etc.
■ Intertextuality can bring a deeper meaning to a product giving the audience more
pleasure and richer experience, this can be because they feel a greater connection to
the piece due to their understanding

6. EXAMPLES

7. My Chemical Romance –The ghost of
you
■ The entirety of this video is a reference toWW2, specifically the Omaha beach D-Day
invasion
■ The video feature’s the band as soldiers on the beach as well as performing in a
military bar before deployment
■ The video doesn’t just intertextualize the history but also the movie ‘Saving private
Ryan,’ as it contains many similar shots and the style of filming is extremely similar.

8. Intertextuality from Saving Private Ryan
Comparison of sections of music video
(right) to saving private Ryan (left)
Not only does the music video
intertextualise the history but it
also takes a lot of inspiration from
the movie “Saving private Ryan,”
arguably one of the best movie
depictions of war.This is easily
identifiable through the multiple
uses of shots which are extremely
similar.

9. How this effects the viewer
■ The use of intertextuality in this video will have a large impact on the viewer.The
event depicted in the video is remembered throughout history and holds great
meaning, because of this it adds a greater meaning to the lyrics.
– The lyrics of the song talk about the loss of a loved one and the damage it can cause
and what is left behind, this meaning will resonate with a lot of people that have
felt this and creates a emotional tie to the song and the video

10. Iggy Azalea - Fancy
■ This example features intertextuality which ties to Pop culture and post-modernism
rather then history.The whole video is a recreation of scenes from the movie
“Clueless.”This movie is seen by many as iconic meaning the references are easily
recognizable by the targeted audience
■ The use of this is very clever as the demographic of the movie and IggyAzalea’s fan
base align meaning the video appeals to a majority of the people that would see it

11. Intertextuality from Iggy Azalea - Fancy
Comparison of Fancy (left) to
Clueless (right)
As you can see the mise-en-scene of the
Video is a direct copy, the outfits are exactly
The same and whilst the setting of the corridor
And classroom aren’t perfect it is very easy
to see what it is based off

12. How this effects the viewer
■ Because Clueless is such a large movie and has a big fan-base, the music video will
connect with a large number of people, many find the recreation funny