2. What is intertextuality?
The French-Bulgarian philosopher Julia Kristeva believed that no text existed by itself but were all
referencing another, saying:
“Any text is the absorbtion and transformation of another”
Therefore, depending on the preferred reading of a text (reception theory, S. Hall) , different
interpretations or symbolisms can be picked up on depending on whether the viewer is aware of what is
being referenced. Otherwise they can have a contested or oppositional reading.
Intertextuality is also post-modern, as it originally begins by referencing a certain text, but can continue
being reinterpreted and re-referenced intertextually, making it also a product
of the simulacrum (Baudrillard).
Example: In Miley Cyrus’ music video for “Wrecking Ball”, certain close-ups of her face
reference Sinead O’Connorsmusic video for “Nothing Compares 2 U”. While this is culturally common
knowledge, someone unaware of this text might lose some of the preferred reading and symbolism in
the song.
3. Notebook
The purple notebook on young Olivia’s bed
is the same as the one I announced the
tracklist with on Instagram. This detail
falls under Altman’s “Easter Eggs” or
Intellectual Puzzle concept. This links the
music video to the socials and digipack,
while also creating cultural capital
(Bourdieu) with fans.
4. Heart
The heart installation is an
intertextual reference to the
heart leitmotif I chose for
Olivia, which features on her
socials frequrently, as well as
being the background for her
tour poster and CD.
This image is also included in
the digipack as a double
spread with some colour editing,
and is another piece of cultural
capital (Bourdieu) for fans.
5. Monuments
The monuments seen in the
video are well known in
Luxembourg and fit with my
viral concept which is to take
pictures in these locations and
reshare them online.
6. Diner
This diner shot is an intertextual
reference to the 1994 film “Pulp
Fiction”. The retromania (Reynolds)
of the diner is appealing to older
audiences that were younger when
the film was released, as well as
those who were young in the 50s/60s,
making this shot a simulacra
(Baudrillard) and very post-modern.
This image is also included in the
digipack front cover and Instagram
profile picture and is another piece
of cultural capital (Bourdieu) for
fans.
7. Diner
The diner also had posters of
Elvis Presley and Marilyn
Monroe which are icons of the
1950s. They are internationally
recognizable and broaden the
age appeal, as well as the
gender as they both appeal
greatly to both genders.
8. Bar
This reference was very simple
and accidental, as the bar was
Irish and had an Irish
numberplate. Olivia posed in
front of this as she is originally
Irish, which is cultural capital
(Bourdieu) for her fans.
9. Airport
This is a sign outside
Luxembourg airport and is often
featured in social media
campaigns. The signs say
“hello” in Luxembourgish, which
was a simple way to strengthen
the Luxembourgish audience.
