Intertextuality

1. Intertextuality
In music videos, intertextuality is implemented in order to add a cinematic element. It is mai
nly used in narrative music videos which include synergy such as in Love me like you do musi
c video where scenes from Fifty shades of grey were added. In different words, intertextualit
y is when a media text refers to another media text. It adds a deeper meaning to the music v
ideo by adding reference to an element which was previously used for different media prod
ucts eg movies.
A good example of intertextuality is Madonna’s music video Material Girl. She was using the
scene of Marilyn Monroe from the movie Gentlemen prefer blondes. She tried to emphasise
on how at that time, Hollywood was stereotyping women with blonde hair being seen as a
sexual element.
Cinema, fashion and art photography are known as being the main three elements used in
music videos as visual references.
Another element which was developed in the early 2000’s was the use of video games style.
Red Hot Chili Peppers decided to implements the style in the music video Californication. At
that time, there was a new era where the younger audience was fascinated by the new
technology which was providing them with video games. This was a great opportunity for
the band to promote their music video. As a result, it increased their popularity and even
today the music video has over 200 million views on YouTube.
In conclusion, the intertextuality was a success for Red Hot Chili Peppers, and eventually
other bands such as Linkin Park used the same video game style for ‘Breaking the habit’
Californication
Red Hot Chili
Peppers
Breaking the habit LinkinPark