LO1: Starter - Intertextuality

Intertextuality is the relationship between texts - references another text - an aspect of post-modernism.

For example, the Simpons often reference other texts.

This is useful for audiences, as the connotations of intertextuality help the audience identify and understand what the product is about (for example by identifying genre), which is useful for promos as it means people are more likely to understand and watch/listen to it. In addition, people enjoy watching intertextual products as there is a comfortability to it - people understand it and so like it.


Andrew Goodwin (1992) - Dancing to Distraction

1. Genre characteristics
Images and visuals always appear in each genre

 Typcial of the hip hop genre, Candy Shop by 50 Cent features women in a sexualised position, wealth shown via jewelery and expensive cars, and both performance and narrative (although the latter is very loose).

2. Relationships between music and the visuals
Montage, non-continuity

The fast paced Irish-themed music fit perfectly in the visuals of the video - showing the night life of Galway, which was mentioned in the video. In addition, throughout the video imagery of things typical to Irish music were also shown, for example Irish dancing, violins, pubs etc.

3. Relationship between lyrics and visuals
What the artist says is being shown on screen

In this video, the lyrics talk about the struggles of a woman because of a man who is exploiting her, which is shown in this video. Although actions and lyrics aren't timed together, the general theme is shown via mise en scene and acting.

4. Voyeurism and notion of looking/screens within screens
Pleasure of looking at something - e.g. women at objects - going through doors, tunnels, cameras etc. Looking at mirrors, TVs, comuputers

Throughout the video, the artist is constantly looking into either a mirror or the camera, which is also often travelling down tunnels/corridors. This goes perhaps over the top, using some convention in every scene to stress the point of the video. This gets the point of the video across, that everyone can always see everything (connoted by the song name).

5. Star image and brand
Images represent the audience

Although at first the protagonist is shown to be weak, progressively through the video the character gets stronger (connoted via animal and nature imagery - natural strength). In addition, the confident body language and louder voice towards the end also shows this, and represents the audience it targets - young girls who also want to feel strong, which this imagery supports.

6. Intertextuality to films and other texts
Referencing other texts (homage, pastiche etc.)

Lady Gaga uses similar imagery to Madonna's music videos, for example using similar shots from 'Gils Gone Wild' in her music video. This can be seen as paying homage to an artist she thinks shes similar to, or on the other hand pasticheing a video as it can be seen as a more certain way to generate success and interest, as its a formula thats proven to work.