Intertextuality

The term intertextuality refers to a media text having references to another previous media text. In basic terms it means paying homage to a previous media text. John Stuart's description of a music video is 'incorporating, raiding and reconstructing' which is essentially the essence of intertextuality. Intertextuality is usually used to generate a nostalgic association and also to give an old media text a new meaning. It is evidently more explicit in music videos.

Intertextuality In Television

The two images below are an example of intertextuality of a TV programme in another TV programme.The picture on the top shows a scene out of the animated series of the simpsons, the episode was called 24 minutes and paid homage to the style of 24 the american tv series. throughout the episode the timer counted down and we saw the classic 24 split screen a bart became like Kiefer Sutherland's Jack Bauer and lisa as Chloe O'Brian as they try to stop the bullies stink bombing the school's bake sale. this is much like 24's Jack Bauer trying to stop terrorist from attacking America.
This was probably done to pay homage to TV series  and maybe to attract fans of the 24 series.

Intertextuality In Film

Intertextuality is used a lot throughout the film industry, it is more evident in spoof films such as 'Scary movie' and 'Disaster movie' thety pay homage to some of the biggest movies or crazes at the time and take a funny take on some of the biggest films at the time, for example Scary movie which  paid homage to some of the biggest scary movies up to that time, in particular 'I Know What You Did Last Summer' and 'Scream'.
The 1999 film success 'The Matrix' had a loose basis on Alice in Wonderland by lewis Carol another example of intertextuality. In the matrix Neo the main actor takes a pill and ends up in an alternate world he has never been in where he must fight the machine, thios is much like Alice in Wonderland where the main character Alice falls down a rabbit hole into wonderland where she is told she is the chosen one to defeat the jabberwocky. Both Characters are unfamiliar in there surounding there is a constant theme of what is real and what is a dream.

Intertextuality in Music Videos

Intertextuality is explicitly used in the Music Videos  to create a nostalgic feeling in the audience and also to pay homage to some clasic films.

The two images below are from Blurs 'The Universal' and  Stanley Kubrick's 'A Clockwork Orange'. The video much like A Clockwork Orange starts with the band imitating the opening scene where the quasi droogs  are sitting on a sofa in the famous 'Korova Milk Bar' we also see lead singer Damon Albran wearing the eye makeup much like Alex DeLarge. The music video were all meant to pay homage to Stanley Kubrick as even the single cover art imitated the opening scene from Stanley Kubrick's '2001: A Space Odyssey'.

Andrew Goodwins theory on music videos

Andrew Goodwin's writing in 'Dancing in the Distraction Factory' (1992)

1. Music video's demonstrate genre characteristics (e.g stage performance in rock video's)                Goodwin believes that most videos have genre characteristics i.e different genres of music have different stereotypes which play throughout such as a  dance routine in a pop song or a stage performance for a rock video

Dance routine in a pop video classic genre characteristics

  2. There is a representation with lyrics and visuals. The lyrics  are represented with images in the music

In the song  Ed Sheeran says he will be drunk tonight and we see him drinking 



 3. There is a relationship between the visuals and the music. The tone and atmosphere of the visual reflects  the music.


The song is quite slow and depressing so the video is dark and has a slow tempo to accompany the music

 4. The demands of the record label will include the need for lots of close ups of the artist may develop motifs which recur across their work.

Michael Jackson was well known for wearing his glittered glove on one hand

5. There is frequent notion of looking (screen within screens,mirrors, stages, telescopes etc.), this just refers to the singer either looking into the camera at the audience or the singer pushing focus to another person in the video most likely a love interest



Chris Martin in this song is constantly looking into the camera in this video (screen within a screen)

6. There are other intertextual  references to films, TV programmes and other music videos.

In Little Waynes' ' 6ft 7 ft' video we see at the beginning a reference to  Christopher Nolan's 2010 film, Inception

The original scene from the film



 

Second Day

Second Lesson

Development of technical  codes

• A key inovation of the modern music video was mainly the immprovement of the recording and editing processes along with other developments such as chroma key also known as green/blue screen.  e.g Take me on by A ha was well known  for its video in which it combined  real actors with combic book concept.it was the first of its kind a nd lead tto many more similar music videos after.

Take Me On- A Ha

• The advent of high quality color videotape and camcorders enabled many pop acts  to produce promotional videos                                                                                                                                                                 

In the 1990's a number technical codes became very common:  

• Most commonn associated with the music promo is fast cut montages
• Many images thrust at viewer then creating multiple viewing  
• Non representational techniques in which the artist is not seen have become more common
• Lack of edits/long takes 

Example of chroma key

Directors who started by directing music videos include:

David Fincher: Madonna 'Vogue' and 'Express Yourself' 

                      ' Fight Club' and 'Se7en'

Spike Jonze: Fatboy Slim 'Praise You

                   'Being John Malkovich' and 'Adaption'           

Michel Gondry: Bjork, foo fighters

                        Eternal Shine Of The Spotless Mind