2. What is intertextuality?
• Before I get into the details of my assignment, I would like to briefly
explain the tern “Intertextuality” and its role in media.
• Intertextuality is when one media text, refers to another old, existing
media text. For example, artists such as; Elvis Presley, Marilyn Monroe
and Michael Jackson are such legends that they can be recognized by
anyone, anywhere. Their style, their signature looks and so on.
Intertextuality is when these references are used to create a new
media text medium.
4. Pastiche:
• Pastiche is when someone gives tribute to an old piece of work. It’s
basically imitation, but not in a mocking manner. It is done in order to
honor and acknowledge the work of the previous artists by using a
new medium.
• Nowadays, examples of pastiche can be found in all forms of media,
including music videos.
• Before I studied the concept of pastiche, every time I saw an example
of it, it would amuse me so much because I had already seen the
work in a different text. It would boost up my interest and make me
feel more connected to the music video.
5. • My current favorite example of pastiche is “Unconditionally” by Katy
Perry. In her music video, she hasn’t taken reference from one media
text, but from several.
• Katy Perry starts her music video by impersonating “Snow White”. She
appears in a beautiful white dress, it’s snowing and people around
her are dancing as if it’s some sort of a ball. She really does look like
the fairest of them all!
• The lighting, the costumes, the entire mise-en-scene has followed the
reference flawlessly.
6. • In another scene, Katy Perry is dressed in a red, fierce dress and is
wearing cross earrings. Her dress catches on fire, this scene reminded
me of “The girl on fire” from the movie “Hunger games”. The music
video did come after the movie and “The girl on fire” has been and
still is, a very important reference.
7. • Another example of pastiche can be the significance of the owl. Even
though an owl can just be there as an animal, but the way it was
highlighted in the video made me believe that it was referring to
something else too. “Hedwig” was the name of the owl in Harry
Potter and he played an important and a dominant role in the movie.
I believe that he has been given reference to in Katy Perry’s music
video “unconditionally”
8. • Not only did Katy Perry give reference to the latest top movies, but to
one old, very famous movie as well. Dangerous liaisons, a 1998 movie
has been given reference to in Katy’s music video “Unconditionally”.
The same style, the costume and even the same hair-do has been
used and given reference to.
9. Parody:
• Now parody is the exact opposite of Pastiche. Its main focus is on
getting a good laugh out of an old, existing media text. It emphasizes
on mocking and ridiculing existing media texts, not honouring them.
• Nowadays, you can easily find a parody for any famous music video.
• “All about the bass” by Meghan Trainor has a parody version. In the
music video she’s being made fun of, ridiculed and mocked
constantly.
10. • Her official music video portrayed the persona of a fat girl, who’s
shown to be perfectly happy in her own skin. Meghan used her music
video to send out a message to all the fat girls that they are perfect
just the way they are.
• However, the parody completely turned over the idea, the concept
and turned against and ridiculed her for being fat and portrayed that
she was insecure about her figure.
11.
12. Homage
• Homage is basically when an one artist gives tribute or respect to
another artist. The artist may adapt a similar look, or style or dance
moves. For example, Michael Jackson came up with the moon walk
move and till now, people use that move as a tribute to him (for
example, Justin Timberlake)
• Speaking of Justin Timberlake, he gave Homage to Micheal Jackson in
his music video “take back the night”.
13. • “Billie Jeans” by Micheal Jackson has been an extremely popular
music video. MJ is shown to be walking in the streets of New York and
doing his famous dance moves. In order to pay tribute to him, Justin
Timberlake copied his style, his shoes, his moves in order to keep the
memories of the legend alive!
14. Calque:
• Calque is basically when a word is borrowed from a foreign language.
• One recent and popular example of Calque is “Bon Appetit” by Katy
Perry
• Bon Appetit means to “Enjoy your meal” and Katy Perry’s new music
video is entirely based on this concept. In her music video, she’s being
served as a meal and the plot of her music video is entirely based on
the French term “Bon Appetit.
15. Translation:
• Translation is basically when the message of a text is changed from
one medium to another.
• An example of translation can be Miley Cyrus’s latest song “Malibu”.
• She came out with a completely different objective in her new album.
All her previous songs have been on heartbreak and have been wild,
whereas this song was peaceful and it’s main focus is on living the
moment, trying new things. It’s a very calm and peaceful song as
compared to her previous music. This change occurred after Miley got
back with Liam.
16. Old songs Translation
Song: Wrecking ball. Exotic, wild look and
song.
Song: Malibu. Calm, decent, nature
loving and peaceful
17. Hybridity:
• Hybridity is basically a mixture of things; such as, culture and race.
• “Come and get it” by Selena Gomez can be used as an example here.
The music video is a mixture of Indian and American culture and
therefore, can be stated as a pure example of hybridity.
• The music, the costumes and the entire mise-en-scene is hybrid.
• Water, fire, earth and air have been highlighted which indicate
symbolism.
18. Bricolage:
• Bricolage is basically creating something innovative out of nothing or
using two different tools to create something new and different.
• An example of this can be “Photograph” by Ed Sheeran. He used
videos from when he was an infant, came up with a new song and
created an amazing music video out of it.
