Research: Intertextuality

What is Intertextuality?

Intertextuality is a literary implement that creates a relationship between 'texts', or in this case, one form of media referring to another form of media. An intertextual reference is also the way that similar texts influence, dwell on, or differ from eachother. Andrew Goodwin stated that when analysing music videos, there are often intertextual references to TV shows, films and other music videos. An example of intertextuality in a music video is in Chris Browns She Ain't You, a song dedicated to Michael Jackson. 

Within the video, Chris Brown repeats several moves often associated with the highly respected late singer MJ; There are also various jump cuts in which he is dressed in attire similar to that of what MJ wore in his smash hit Smooth Criminal, a white suit and a black hat, this is a very strong intertextual reference due to the fact he is also performing in a similar style as MJ. This is used to show the respect and influence one singer has on another, this is a common intertextual reference, where other artists are influenced by another artist to create something similar.The audience can be able to observe and analyse this reference, which makes it easier for the artist to gain notability within the music industry.

Another example of intertextuality within a music video and another form of media is in Kanye West's Power video. It starts off with an extreme close up of his face, of which it then gradually zooms out as the song proceeds, using several different shots but never changing angle or scene, to depict Kanye West as this powerful man with a wide range of mythological creatures placed in a pattern around him. The bright colours of white and cream are used to represent him as being innocent and an angel, which is an unjustified reflective of his character, which in turn helps to manipulate his star image and increase public and journalistic attraction.

The final example of inter-textuality in a music video is one I found when analysing the music video to Will Smith's 1997 hit Miami. There are various moments in which the notion of looking are exploited as he is topless for a small period during video, thus showing off his muscular body and well proportioned shape. Male hip-hop artists are majorly known for showing off and displaying what they consider their best assets, even if it includes their body shape or personal belongings. The newspaper in the music video provides an inter-textual reference, so does the tempo of the song when it switches up and gets a bit groovy, there's a sense of an inter-textual reference to salsa music, the flashing lights and rhythmic dancing are used to support that. 

Advantages
An intertextual reference within a music video increases global appeal, in the case that it could take the specified reference and use it to attract attention from others. Such as an artist making a song and featuring anime characters throughout the entire video, it is a constant inter-textual reference to anime and can therefore increase target audience characteristics.

Audiences are able to observe and analyse the music video, allowing for potential hype over what the intertextual reference is and how it fits into the music video. Artists sometimes use an intertextual reference towards highly respected icons or iconic events, and is used in a way to allow for the audience to see them as being respectable artist rather than following others who choose to follow the disrespectful path and mock the reference.

Disadvantages

An intertextual reference could be negative and cause controversy. This can influence the artists already established fanbase to expand the feeling from the music video to what has been referenced. After Kanye West dropped his controversial song, 'Famous', where he stated within his lyrics 'I feel like me and Taylor might still have sex, why? i made that bitch famous', this specific lyric caused controversy and sent social media into global shutdown. This also allowed for a feud between pop star Taylor Swift and rapper Kanye West to clash on Twitter, both loyal fanbases clashing, ensuring that his fanbase took this hate and dislike influenced by the lyrics to openly mock Swift on social media. 

Conclusion

In terms of an intertextual reference within my music video, i will look at all aspects and make sure if i do include any reference to other forms of media, it will be delicately censored to avoid any controversy or negativity. However, i may change my mind and decide to influence controversial aspects of my music video without attracting any negative feedback. I will try to avoid any offensive tones and biased opinions and instead focus on manipulated ideas and generic conventions of an intertextual reference.