Intertextuality

Intertextuality

ˌɪntətɛkstjʊˈalɪti/

noun

1. the relationship between texts, especially literary ones.

Within the media field, especially music and their videos, intertextuality refers to the influences from other sources of media, such as film, television, advertising, fashion, games, print media but also other music videos as the artists tend to mimic and take influence from other artists 

This is shown in music videos by artists implementing these media soruces into their productions

For example

By using the influence of the novel and the film 'Alice In Wonderland' in the production with the way the protagonist is dressed in the same style, but also, at the end of the video, the trademark lion in the metro-goldwyn-Mayer is replaced by the rabbit.. Creating intertextuality between the film and video.

Katy Perry's Last Friday Night has a range of intertextual references in the video, including a social media site mimicking facebook, there version being 'FriendPlace' also, the typical 80's style and fashion, but in addition to this, the use of credits shown at the beginning and the end of the production creates a film like atmosphere. Showing three different media types influenced in this video, Tv/Film, fashion and social media/internet. 

Taylor Swift Love Story is heavily influenced by the classic love story of Romeo and Juillet, that the whole video is revolved around that idea and even the lyrical content links to it.

Parodies are all over the internet, this video is influenced primarily by Taylor Swift's Black Space, giving another media platform intertextuality works.