Intertextuality in music promos (R4)

Intertextuality in music promos

Intertextuality is where a media text references another text, for example a painting, film or TV programme. On the next task I have done used the example from The Red Hot Chilli Peppers song 'Californiacation'.

The two theories of intertextuality

There are two theories about intertextuality used in a music promos, one being from John Stuart and the other Julia Kristeva.

John Stuart: modern media "incorporates, raids and reconstructs"

Julia Kristeva: "Any text is the absorption and transformation of another"

Media texts are like mosaics of references to other texts. It could be argued that no texts are truly original - they are just rehash of previous texts.

Types of intertextuality:

Parody:

The intertextuality references use the conventions of the original text in a absurd or ridiculous way to create humour and maybe poke fun at the original text.

Pastiche:

A bit like parody, but the intention is more light hearted and not as mocking as a parody. Often is a bit more respectful to the original text.

Homage:

Here the intertextual references show respect for the original - they aim to show how worthy it is. The copy is basically indicating how good the original was.

Audiences enjoy seeing intertextuality due to being in on the joke; they understand where the reference is from and so find it funny, wanting to watch the video more or watch some of the artists other videos.

Examples of where intertextuality has been used:
The Simpsons are well known for using intertextuality in their TV show, recreating photos and scenes from famous album covers or scenes in movies.