Intertextuality in Print, Online and New Media

1. By Abiya Shah

2. Intertextuality is when a media
texts refer to each other by title,
scene, character, or storyline. The
interpretation of these references
is influenced by the audiences’
prior knowledge of other texts.
This can be either reflected in
style of the video or done in a
humorous way (like a parody). It
can help audiences take further
levels of meaning away from a
text.

3. For instance, a contemporary example of intertextuality within a music video would be ‘Iggy
Azalea’s – Fancy’, in which the narrative behind this music video was taken from the 1995 film
‘Clueless’, as Iggy Azalea reconstructs the protagonist ‘Cher’ and replicates many of the
messages in the film, the most obvious one is that material things are crucial in life and
secondly, popularity and self image. Intertextuality between the film and music video is
shown through the mise-en-scene.
They are both set in a school, although the
music video is slightly updated they both
look very similar. Costume is crucial for the
music videos replication of the film. The
same patterns and designs can be seen
worn by both Iggy and the protagonist Cher.
This reconstruction would easily be
recognized by many audiences (specifically
young females) who watched Clueless as
the film and the pop music video would
have the same target audience, therefore
this would be very appealing to have a hit
film as a music narrative.

4. An older example of intertextuality within a music video would be ‘Madonna – Material Girl’
taken clear reference from ‘Marilyn Monroe – Gentlemen Prefer Blondes’, specifically by the
visual image of Madonna as there are clear comparisons between the two stars and at the
time would have been the Hollywood archetype of the sexy blonde who uses her looks to get
what she wants, therefore strengthening the title of both the song and the film of glamorous
women winning men over and being spoilt due to their immaculate looks. Nevertheless,
Madonna has tried to recreate Marilyn’s good looks and status by acting and looking very
alike, which links within to the song lyrics and these lyrics and the title of the song would be
expectable of Marilyn who famously was known as a woman who got what she wanted due to
her beauty.

5. A lot of animated shows use intertextuality, they interpret it into a funny scenario as
audiences like to see features that they recognize and notice that it has been interpreted into
a different way. The Simpsons uses a lot of intertextuality, at the start the programme was
aimed at adults therefore the intertextuality they use make references from are more older.
For example they created the same scene in 'The Shining' and remade the iconic image of
'The Beatles' walking across the zebra crossing.

6. References from Movies like A Clockwork Orange
have also been adapted by the Simpsons as well
as using references from Twilight in their
Halloween special.

7. Other examples include Chris Brown using
intertextuality at his concert imitating the
likes of Michael Jackson. And The Simpsons
copying Nirvana’s Never Mind album cover.

8. Intertextuality
is also adapted
into Print media