Intertextuality

Intertextuality 

Following Andrew`s Goodwin's theory, I have decided to analyze in more depth the concept of intertextuality in music videos and have created a few questions which will help me to understand the concept and therefore will have the option if wanting to apply the technique to my music video.

What is intertextuality? 

Intertextuality is the complex interrelationship between one text and other texts taken as basic to the creation and interpretation of the text. This is used when the director and the audience have a common understanding of a media text, allowing the director to communicate to the viewer in terms of that original text. 

Examples (to demonstrate my understanding) 

Some clear examples of intertextuality seen in the music video industry is;

• Bad Bunny - Hoy Cobre 

A clear example of a musical video in the reggaeton genre which imitates intertextual references is “Hoy Cobre” interpreted  by Bad bunny. Throughout the music video, we can appreciate Bad Bunny having a conversation with Snoop Dog and later on appearing other celebrities such as Karol G, Sech, Ricky Martin and the famous boxer Felix Verdejo. 

• Katy Perry - Last Friday Night 

One intertextual example seen in Katy Perry's last friday night clip is the references to Rebecca Black as she is presented in the music video. 

• Madonna - Vogue 

As clearly stated in the title of the song. Madonna plays homage to the famous luxury brand. Additionally, we can also appreciate intertextual references to famous Hollywood stars which were tried to be imitated. 

Explain why is it used and why it might appeal to an audience 

Intertextuality is used due to the more enhanced experience the audience have when identifying this technique which can therefore lead to new interpretations by bringing other context or ideas. Due to the layers added into the fragments, the sense of connection and interaction between the director and the viewers. 

Explain if I am going to use any intertextual references in my music video 

Although intertextuality is a great technique used by famous music video directors and have been increasingly used in more modern music videos. I believe that it will be difficult for me to play homage to Feid when recording the video. However, I will try to imitate in some way his movements and some of his props in order to make the video more enjoyable and interesting for the viewers.