Intertextuality is when one media text references another in order to appeal to a target audience or for advertising purposes. In music videos, artists use intertextuality by mixing different media texts that would interest their target viewers. For example, Lady Gaga's "Paparazzi" music video features newspaper headlines about the singer that relate to the song lyrics. While the newspapers may not match the target demographic of 18-24 year olds, they fit the theme of the video. Similarly, Katy Perry's "Last Friday Night" references the fictional social media site "Friendplace" to appeal to its young teenage target audience. Using familiar social media sites helps attract and engage the intended viewers of a music video.

1. Intertexuality is a way in which one media text is referenced in another, this is done by many artists
to appeal more to the target audience and sometimes good be used as a form of advertising. By
using intertextuality in music videos, artists are showing a mixture of media text that would interest
their target audience. An example of this could be shown in the music video of lady Gaga ‘Paparazzi’
Throughout the music video we have various shots of newspapers with headlines featuring the
artist. The headlines fit in with the song and the lyrics of the song as she sings about being
photographed by the paparazzi and being famous thanks to the paparazzi. It is clear that there had
been intertexuality used in the music video as the front of the newspaper is the media text. The
media from does not necessary have to fit the target audience as the target audience would be 1824 for this music video however it fits in with the theme and the mise-en- scene of the music video.
Another example could be seen in the music video of Katy Perry ‘Last Friday Night’ which takes a
different approach to intertexuality and does fit in with the target audience.
In the music video it refers to the social networking site ‘Friendplace’ which is place to ‘facebook’
where people can post pictures and comment on the pictures that their friends have posted. This is a
very popular social networking site that usually ever teenagers has and as she has aimed the music
video at young teenagers it is most likely that this will attract the target audience and be more
familiar with the scenes in this music video.