Intertextuality

Intertextuality is the reference to another text. The music video is often described as postmodernism. We often see music videos often referring back to existing texts to get the viewer’s attention and recognition. However, it is not always recognised by all audiences but increases the viewer’s pleasure if then do make the reference the artist is making through the promo.

John Steward said that visual reference in music videos can come from a range of sources such as cinema, art, photography and fashion. A good example of this is in Madonna – Material Girl where she makes cinematical referencing drawing upon diamonds are a girl’s best friend’ through music video. Her video has a clear link to ‘Gentleman Prefer Blondes’ (1953), but the reference isn’t just towards Merlyn Monroe, but to the typical Hollywood looks. However, it can be argued that Madonna often imitates Monroe and makes reference to her often in her music promos.