Research: Categories and intertexuality of music videos

What is intertexuality?

Intertextuality is when the music video has formed a relationship with or shows reference to something/one else. This can be done in a number of ways, for example gimmicking an artist, referring to a film or even making references to someone political. This is often called an intertextual reference as it is being ‘referred’ to in the video. Theorist Andrew Goodwin suggests that intertextual references in music videos are becoming very popular as it is now a new way of entertaining the audience and allow the artist to illustrate their views.

Purpose of intertexuality?

Intertexuality is used in most music videos as it allows the audience to relate themselves to the music or artist due to the unique effects used by the artist in the music video. References allow the music video to seem controversial which then allows the audience to make they own interpretation of the music video. Some intertextual references can appeal to a target audience due to the audience manipulating these references into humour and making the music video more interesting compared to the usual conventional music videos.

An example of intertexuality is Madonnas music video "material."

This music video conveys intertextual reference to Marilyn Monroe: By all three of the artists dressed up in a white dress with a curly, blonde, short and classy win, red lips and also her beauty spot.

The intertexual shot of Madonna surrounded by the men in suits is not necessarily an image of Marilyn Monroe. Its more of the typical Hollywood blonde star she tries to create which is what she wants people to see. As Madonna continues to reinvent herself she is not seen as a someone who is simply just copying Marilyn to sell herself out. 

An example of intertexuality in music videos could be Lady Gaga's 'paparazzi' music video where we see photographers taking pictures of her and we see newspaper headlines and articles intertextually referring to her own life by form of newspaper (from 2:20 to 2:30). Andrew Goodwin also stated that artist can also make intertexual references to their own lives.

A popular artist who has made his fame and recognition through intertexuality is Marshall Bruce Mathers also known by his rapper name, Eminem. In this video we see that he refers to many famous icon however one of the main famous people we recognise is Michael Jackson where he mimics notorious parts in his life in which the media and the audience will recognise such as his constant surgeries and the law suits hes been through. Moreover he shows scenes from music videos such as 'billie jean.'

The criticisms that may follow intertextual references...

 There are also significant criticisms of intertextuality. There is the issue of the intertextual reference  used is legal and that the artist/band are legally able to use it in their video. It could also be considered as offensive to some viewers as it could convey people in negative ways.

Advantages of Intertexuality

• Forms a relationship with Audience. 
• Unique to other conventional Videos.
• Targets Audience’s interest such as Humour
• Brings something new in the music industry 

      Disadvantages of intertextuality:

• Offensive to the public.
• Influences opinions of the public on e.g. political issues.
• Spreads negativity if the reference is portrayed negatively.
• Artist's can lose fans if they do not agree with the artist's opinions.
• Controversial, which may be in the media for negative reasons.

      Overall, I do not plan to use intertextuality because it maybe offensive to the public and if it is, this would result in negativity being spread if the reference is portrayed the wrong way. How by using intertexuality, it creates a new form of entertainment for the public and is likely to gain more publicity for the artist. In addition, I know that I would have to be careful with what references I choose to make in order to not offend any of the public whilst portraying my opinions.