Intertextuality In Music Videos

INTERTEXTUALITY IN MUSIC VIDEOS

The term intertextuality refers to the process of creating refunds to any kind of media text via another media text. Intertextuality means for a type of media to pay homage to another media text. In other words intertextuality is the way in which one media text is referenced in another. An example of this is Lady Gagas 'paparazzi' music video, as this video features newspaper headlines and articles through out the video.

Another example of intertextuality in music videos, is San Cisco's "Awkward", music video. The video features emoticons of text messages from iMessage. The video uses the same text layout of the iPhones iMessage, promoting social media platforms.

In The Wombats latest music video, "Give me a Try", intertextuality is presented. the music video features its own dating app replicating legitimate dating apps such as "Tinder" and "Hot or Not". The music video presents the dating app as a real life experience. This enables the audience to have a special connection with the context of the music video, as many of the audience have used dating apps. This way the music video appeals to the audience in a comical way, as the audience are able to relate. 

Intertextuality is used in music videos so the audience are able to connect and relate to the context. In recent pop music videos artists are seen with the latest social media and mobile phones, this will make the audience want to posses these items and trends, as fans of artists aspire to look and act like their role models. Artists create trends for society, such as new shoes, clothing, devices and other social networks. The trends creates much popularity for the companies advertised.