Research: Intertextuality

 Intertextuality...

What is Intertextuality?

In many music videos you will find there are often links to other films, TV programmes or other music videos etc. This is also known as 'intertextual references', which these references can be expressed visually or lyrically, usually to refer to certain ideologies, past or current events and sometimes other celebrities. The slightest things can be classed as an intertextual reference for example, lyrics referring to other artists which only lasts a couple seconds in the song. A music video can also do this by displaying a quick image referring to an event.

In class, as a group, we analysed George Michael's - 'Shoot The Dog' music video; was a cartoon animation which is easier to create intertextual references. Throughout this music video we were able to identify a wide amount of intertextuality which we understood was George Michael's personal views on past and currents situations with the UK and US at the time and also a portrayal of his own persona varying throughout his career in the music industry. This is a list of what we identified:

• The Simpson's TV programme 
• Government officials such as the Queen, President and Prime minister.
• Nuclear warfare
• Poppy day
• David Beckham and Paul Scholes (World Cup)
• America taking land from the UK
• Cowboys vs Indians
• Current government, internal affairs
• Modern day trends and styles
• Saddam Hussein
• Trevor McDonald
• Bush being portrayed as 'dumb' and George Bush's 'bitch'

Another example of intertexuality in music videos would be Eminem's - Just Lose It which also has many intertextual references throughout. A huge reference Eminem created in this video was the idea of Michael Jackson's hair setting on fire while performing in which Eminem exaggerated this idea and made it parodic. His parody of this idea made his imitation of Michael Jackson either funny or very offensive to his fans.

Another intertextual reference that was recently hyped about was Ray J's - 'I Hit It First' music video which portrayed his own relationship with Kim Kardashian. The lyrics stand out immediately even through the title of 'I Hit It First', which this song was said to be a 'diss track' to Kanye West as he is now dating Kim Kardashian after Ray J and Kim Kardashians sex tape had been released. Ray J then created a music video to this song in which we can identify that he casted a female that looks very similar to Kim Kardashian. This itself is an intertectual reference and throughout their are aspects such as the edits of being filmed by a cam recorder to connote the event of their sex tape.

Artists use this idea to appeal to an audience because...

• Personal/audience entertainment
• Gives a clearer understanding of the artist and their views.
• Expresses the Artists own views on social or past events
• Tells the artists story
• Original music video concept

Why this can be criticised by the public...

• Controversy
• Some audiences can be offended by some of the ideas and visuals
• Spreads negativity to the public
• Can influence a younger viewers understanding thoughts
• Can offend other artists in the industry

Overall I think that intertextuality in a music video can boost the interest and entertainment to the views due to the excitement in exaggeration of those events or ideas portrayed in the visuals. I can look forward to creating my own intertextual references when I create my own music video because now I known what is need when create intertextuality. I am also considering to use this due to the simple idea of boosting entertainment in the visuals.