Intertextuality in Music Videos

 Intertexuality is when one form of media references another, combining both together into one product. This can be used in any from of media from televisions shows, films and music videos. The media don't necessarily need to be the the same form of media to be referenced to be a from of intertexuality. For example, when looking at the filming industry the film "Quadrophenia" based on the 1960's (a film created by the band The Whos) was released in 1979, producing a poster that became famous because it was made in a time period when films were not promoted anywhere near to extent that they are now.   

Years later in 2006, the film "This is England" based on the 1980s was created, with a poster that when placed next to each other, can clearly be seen to make reference to the "Quadrophenia" poster. Both show the cast lined up against a a fence, wearing clothing from their time periods. All of them are in laid back poses while of the group members wears a bowler hat. Although the photograph for "Quadrophenia"is in black and white while the photo for "This is England" is is colour, the colour of the title are identical: white, red and blue. This is to match the British flag, the location for both films.

"Coldplay" created another example of this in their music video "Strawberry Swing" in which the protagonist dresses up in a blue suit and red cape and then flies in the sky off into space, referencing the well known comic book hero "Superman", who also wears a blue suit and red cape. Not only does the costume link to the super hero, also the idea of flying into space, as "Superman", is famous for his action packed scenes when flying in space in both the comics, and flying off before the credits in early "Superman" films. In fact, one of "Superman's" famous moments was in first"Superman" movie, in which he flies around the world to reverse time.

Music videos try to reference media that is popular with the target audience, to attract more attention. The more attention for the video results in more people listening to the music and therefore more people wanting to buy the song, increasing profit. Both Medias promote each other. People who like comic book heroes would learn about the song, while people who like the song be grow interest in the comic book characters.This has been made easier throughout time with the increase in technology, allowing people to view music videos on televisions, phones, tablets and the internet on websites such as "Youtube".