"Where a text alludes to, or references, another text."
Music Videos are often described as postmodern. They draw broadly upon existing texts (from TV, cinema, theatre etc, video games, costumes, fashion, art, photography, even history, etc) to inspire ideas or create new twists, and also to spark recognition in the audience. Some music videos can therefore be seen as a mosaic of references to other texts, genres, and discourses. Some audiences will miss the reference, but it will not necessarily detract from their viewing pleasure. However, it is argued that greater pleasure is drawn when audience feel flattered when they 'get' the reference. Intertextual references may also be presented as parodies: humourous, satirical, mocking or playful references.
The notion of intertextuality was introduced by Julia Kristeva, who argued against the concept of a text as an isolated entity which operates within a self-contained manner, stating that "any text is the absorption and transformation of another".
Examples:
Blur - The Universal
This music video replicates the costumes and settings used in 'A Clockwork Orange'
30 Seconds to Mars - The Kill
The band pays homage to 'The Shining', recreating some of its most famous scenes.
Robert Palmer - Addicted to Love
One of the most famous references to fashion photography. Imitated by Shania Twain's ‘Man I feel like a woman’
R.E.M. - Bad Day
Rather than referencing a particular television show or film, the band imitates a news broadcast
Red Hot Chili Peppers - Californication
Referencing a videogame style popularised by games like Grand Theft Auto.
These are only a select few examples, representing the diversity of intertextual references found in music videos.
