Intertextuality

By Fiona Sirowy

what is intertextuality?- Intertextuality is the reference to or application of a literary, media

or social text within another literary, media or social text.

- Furthermore, it is the idea that no text can exist as a self-sufficient whole or function as a closed system. This is because any work is shot through with external references, influences and quotations. Also, the reception of a text is informed by other texts, which questions the idea of originality because people’s ideas are usually inspired by those of others.

why is intertextuality used?The use of intertextuality can potentially spark

feelings of nostalgia and create new meanings of the text for the audience.

In addition, it may also create a sense of reality and continuity in the texts.

Shows such as Family Guy and The Simpsons use intertextuality of society to relate to the audience and possibly create controversy around a political topic.

An example of intertextualityMarilyn Monroe Madonna

Gentlemen Prefer Blondes (1953) VS Material Girl (1985)

Madonna - Material girl (1985) The intertextual image of Madonna is not necessarily an image of Marilyn Monroe but of the Hollywood archetype of the sexy blonde woman that uses her looks to her advantage in order to get what she wants from men hence, why this song is called Material Girl. This conveys that pretty women could be material girls as long as they keep men satisfied. Also, it gives off the message that men can easily be tricked as all it takes is a woman to look sexually appealing for her to have them ‘falling at her feet’ like they are in the video.

More examples...Similarly to Madonna’s video, many music videos parody each other - this is called

intertextuality. For instance:

Robert Palmer Addicted to Love (1986) VS

Shania TwainMan I Feel Like A Woman (1999)

Shania twain - man i feel like a woman (1999)In this video, Twain is seen surrounded

by men just like Palmer was surrounded by women is his. Audiences viewed this as a feminist song suggesting that women can do the same as men and that they are both equal. In some of the shots, Twain is covered up yet the men are wearing very tight clothing, which suggest that men can also be objectified just as women.

katy perry - last friday night (2011)Katy Perry’s Last Friday Night video contains

intertextuality such as credits rolling at the start and end of the video and outtakes, creating a film-like effect.

The social networking site called ‘Friendplace’ is also intertextuality as it acts as a Facebook in the video.

In terms of the character’s attire, they are all wearing neon-coloured, 80s type clothing, contributing towards the intertextuality within the video as it follows the 80s theme.

a recent example of intertextuality- Taylor swift’s bad blood music video (2015)

In order to get the full encoded meaning of this media text, the audience must be aware of the females real personas. For instance, they all have the look of a ‘bad girl’ because this is how they come across in reality.

THANKS FOR READING!