Intertextuality in Music Videos

What is Intertextuality in music videos?
Intertextuality is when a text references to a different separate text within itself. Literary Critic, Julia Kristeva, states that within her critical analysis and cultural theory, her work addresses intertextuality as 'The shaping of texts' meanings by other texts' of which 'any text is the absorption and transformation of another'. This 'absorption' of other texts (including; film, art etc) within a music video is known as an intertextual reference; a popular convention of a music video and normally goes by unnoticed, however there are a few music videos that portray this explicitly.

One example of intertextuality in music videos, is Madonna's pop video for 'Vogue', despite the obvious reference to the popular fashion magazine within the title, the video makes reference both to Marilyn Monroe. This is denoted through the visual appearance of Madonna, she can be inferred and denoted wearing a low neck and a white dress. This white dress relates to Monroe's iconic and famous white dress, in addition to both having blonde curly hair, flawless skin and bold lips. The pose of which the artist is also standing in also signifies the ideology of being on a vogue cover. This of which in parallel with the title, conforms to the suggestion and connotation of 'Vogue' being an intertextual reference in her music video. The monochrome tone of the music video throughout, connotes to the ideology of being captured in time, this conform the ideology of elements of monroe, as she was an iconic character in the media that is now captured in time; a timeless celebrity. With this connotation in mind this further signifies Madonna's want and desire to become or how she views herself as a timeless celeb.


Another example of intertextuality in music videos is, Taylor Swift's 'Love Story', which has strong intertextual references to iconic love stories and fairy tales. These love stories and fairy tales including; Romeo and Juliet and Rapunzel, referenced highly through the periodic costumes and such 'fantasy' and 'enchanted' locations such as the woods or a castle. Through the lyrics themselves there is a strong reference to love stories, 'pulled out a ring and said marry me Juliet'- conforming and making the visual reference all the more synchronous. This conforms the conventional 'relationship between visuals and lyrics'.  These certain love stories are globally known. Therefore universally the world are able to understand and relate to the intertextual reference as the tales aren't restricted to one society or country. By making this intertextual reference Taylor becomes a marketing technique for the timeless stories of Romeo and Juliet and the film developed from the story. However, this reference also benefits the artist as she becomes iconography for Romeo and Juliet, marketing her music, the demographic will remember her song, 'Love Story' featuring this reference when reminded of Romeo and Juliet. This ultimately will grow her target audience from niche to a mass.

A third example of the use and importance of intertextuality in music videos is Becky G, 'Shower'. This is one of the more explicit intertextual references in music videos. Throughout the production, like many of her other music videos debuted, there is close up shots of a product in the music video. For example, 'Shower' has extreme and close up shots of her drinking from a branded water bottle and makeup. This is significant as it has no relevance to the narrative or the production itself it is acting as a promotional scheme; to market a product of which sponsors the artist and her career. This benefits the company as her target audience that look up to her will want and have the desire to inspire to be like her and therefore, drink the same drink or use the same makeup as her- purely because they are inspired by her. This not only benefits the company but the artist as she is the face of that product, she is accessing a different audience, marketing the product but also marketing herself as an artist- widening her target audience to a mass demographic.

As my production is of a modern day love story, my music video and narrative works and plays on the idea of different elements of love stories. Like Romeo and Juliet the element of love and enjoying each other company is a conventional hegemonic reading throughout my production. However there are intertextual references to  drama film (directed by Nick Cassavetes) The Notebook, in the sense of a normal love relationship going through a hardship or difficult time. However, to subvert the conventional love of a hetrosexual relationship by music video, exposes the fights and the negative side of the love; a side which mainstream media fail to express.