Intertextuality refers to how one media text references another. Music videos often use intertextuality to be humorous or increase popularity by appealing to fans of the referenced text. An example is Robbie Williams' "You Know Me" video, which references Alice in Wonderland by dressing Robbie as the White Rabbit and including backup dancers as the Queen of Hearts in the same settings from the film. Other music video examples that use intertextuality include Iggy Azalea's "Fancy" referencing Clueless, Taylor Swift's "Love Story" referencing Romeo and Juliet, and Eminem's "Just Lose It" referencing MC Hammer's "Can't Touch This".

1. INTERTEXTUALITY IN MUSIC VIDEOS
SAEED MOULAI

2. WHAT IS INTERTEXTUALITY?
 ‘Intertextuality is the way in which one media text is
referenced in another’

3. WHY USE INTERTEXTUALITY?
 Intertextuality can be an effective tool in making a video humorous, at times
seeing a particular artist pretend to be someone else or part of something
else can be quite comical, particularly if that artist is an opposite genre to the
reference they make, for example a rock artist making references to a boy
band music video. Using intertextuality can also increase the popularity of the
video as fans of the text that are featured may also decide to be a fan of that
artist.

4. EXAMPLES OF INTERTEXTUALITY IN MUSIC VIDEOS
 An example of Intertextuality in a music video is 'You Know Me' by Robbie Williams where the video
features the artist being taken to an 'Alice in Wonderland' style setting with Robbie William's dressed up
as the rabbit from the film. This creates intertextuality between the film and the music video.

5. EXAMPLE 1
Here we can see Robbie Williams is dressed in a White
Rabbit costume which is showing that Robbie Williams is
replicating the Rabbit, the setting also shows Robbie
Williams in many of the same locations as in the film Alice In
Wonderland.

6. EXAMPLE 2
 Another example of
intertextuality between the film
and the music video is through
the use of back up dancers
dressed as the character the
‘queen of hearts’ from the film. It
is also worth noting about the
flooring in the shot in the music
video as it is frequently used in
Alice In Wonderland too. The
costume used in this music video
also links in with Mulvey’s theory
of the male gaze.

7. EXAMPLE 3
 Also at the end of the video there is a shot of the artist in the
Metro-Goldwyn - Mayer trademark Lion replaced with the
rabbit character.

8. OTHER EXAMPLES OF INTERTEXTUALITY IN MUSIC VIDEOS
 Iggy Azealea’s Fancy – Clueless (film)
 Taylor Swift’s Love Story – Romeo And Juliet
 Madonna’s Material Girl – Gentlemen Prefer
Blondes
 Eminem’s Just Lose It – MC Hammer Cant Touch
This