Intertextuality refers to the use of other popular culture objects within another video and the audience creates their meaning of the video according to the intention suggestion created with relationships between primary and secondary texts. For example, a music video can contain references to a book. Many editors or directors use intertextuality in music videos because it combines different cultural codes taken from previous texts that are sensible for many audience. Using intertextuality in music videos allow a viewer to identify with their theoretical framework of knowledge and use it to define their identity. This will also open up to a range of audiences viewing the video. For example, in Paramore's Decode there will also gain some views from twilight fans since it is a soundtrack for the film 'Twilight'.
A very popular example of intertextuality is 'Material Girl' by Madonna. In this video, Madonna acts like Marilyn Monroe in Diamonds are a Girl's Best Friend. This is a direct cinematic reference which allows an active audience to draw conclusions to the meaning of the message.
Another example of intertextuality that I found is 'Love Story' by Taylor Swift. The song is about love and they have used references from the classic Romeo and Juliet play by Shakespeare because it matches the theme perfectly with its passion and story. Using a well-known reference that fits the song perfectly is another bonus as it can gain more popularity and makes the music video more memorable.
Apart from the lyrics mentioning scenes from Romeo and Juliet they also used mise-en-scene to connotes the period that it is set in. For example, the use of corsets on Taylor Swift and peasant blouses on guys. They also chose to based the shooting on a castle which is a huge signifier to Romeo and Juliet.
Recreating scenes such as Taylor Swift (as Juliet) standing on a balcony looking out using a low angle long shot, the dance inside and meeting in the dark to see each other allows audience to realise the link between the song and music video to the play 'Romeo and Juliet'.
Balcony Scene
Dancing Scene
I am still not too sure whether to use intertextuality in our music video because we need to find a good example and recreate it the best way possible to have a positive effect. If we do decide to use it, we need to avoid recreating the scenes badly because it will just make it seem like we are making fun of the original reference which will result in a negative effect. However, I understand that using intertextuality can give our video a deeper meaning and recognition.
Recreating scenes such as Taylor Swift (as Juliet) standing on a balcony looking out using a low angle long shot, the dance inside and meeting in the dark to see each other allows audience to realise the link between the song and music video to the play 'Romeo and Juliet'.
Balcony Scene
Dancing Scene
Meeting in the Dark Scene
I am still not too sure whether to use intertextuality in our music video because we need to find a good example and recreate it the best way possible to have a positive effect. If we do decide to use it, we need to avoid recreating the scenes badly because it will just make it seem like we are making fun of the original reference which will result in a negative effect. However, I understand that using intertextuality can give our video a deeper meaning and recognition.
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