RESEARCH: INTERTEXTUALITY

RESEARCH: INTERTEXTUALITY

What is Intertextuality?

An intertextual reference is a direct link between two texts, films or products. Modern music videos utilize intertextuality to identify themselves with famous products and possibly increase their popularity. In addition, Goodwin points out that popular music videos have intertextuality therefore many popular artists use it, however not only pop as intertextuality is popular across many genres. Music videos can reconstruct or recreate scenes or texts to create intertextual references. Sometimes these can be hard to pick out because not every reference is overly obvious, so you have to look closely to see them combined in the narrative or introduced briefly in the visuals.

Examples of Intertextuality in Music Videos:

Lady Gaga- Paparazzi

The music video has many references across. It touches upon famous and iconic movies and ideas. For example, the opening references Sunset Boulevard (1950). There are shots of a glamorous house and newspapers, which references the famous film from the Classical Era. Following on there is another intertextual reference. After Gaga is pushed off the balcony, she falls into an endless black and white pit. This references the popular Hitchcock film Vertigo (1958). This shows that Lady Gaga identifies with popular filmmakers which helps to broaden her appeal and even attract Hitchcock’s fans. Another reference includes the German film, Metropolis (1927). Gaga wears a copy of the Fembot costume. These references show that the artist’s videos have more in-depth meanings by referencing famous and classic works.  

Lana Del Rey- National Anthem

The music video heavily references the American Culture and ideologies. It opens with the main artist in a white dress, singing ‘Happy Birthday’ for the President. Straight away this references the iconic performance by Marilyn Monroe in 1962 for J.F Kennedy. This shows that Lana associates with American history and Broadway icons. Following on, Lana is performing in a field of red roses which is a reoccurring pattern throughout the video. This is an intertextual reference to the film American Beauty (1999), directed by Sam Mendes. The film has become an iconic classic, which subverts traditional American values, clearly showing that Lana has mixed opinions about the stereotypical America. However, she also demonstrates the common ideologies like the idea of a nuclear family or American dream through the rich house and the family she stands with in the front yard, which references the traditional American goals for people.

Blur- The Universal

The video references the film Clockwork Orange (1971). Straight away from the beginning the band is referencing the opening of the film and reconstructs the scene in the Milk Bar.  The band is referencing the characters from the film, like quasi-Droogs, with the lead singer wearing eye liner like Alex DeLarge in the film. Although the singers don’t engage in the narrative, the lead singer turns to the audience and gives a sly smile, similarly to the character from the film. There are some still shots and quick cuts of orange illustrations that reference the promos for the film. Similarly to Blur, Panic! at the Disco was also influenced by the film. Brendon, the lead singer, referenced the film in his video, I Write Sins Not Tragedies. Brendon also wears the hat like the main character in the film. These show how a film can influence different music videos in many ways and inspire various artists.

Why are Intertextual References used and why are they Appealing?

Intertextuality is used in modern music videos for various reasons. For some audiences it allows to identify with events or recreated scenes. Artist who utilize references from famous works are showing awareness of the iconic moments. By having an intertextual reference an artist can broaden their appeal. This is because people may be the fans of the reference and therefore enjoy the music video more, which is beneficial for the artist. Lastly, references can also be entertaining if done in a humorous way. They can also be interesting for audiences who look out for these and find them, thus making them feel proud or good about themselves.

Criticism of Intertextuality.

• ·         Disrespectful: Some artists can use intertextuality in a mocking way, create a parody or joke about serious situation, which is disrespectful to the original product. This can upset the audience and make the artist unpopular. Many rappers often use intertextuality in a mocking way. Eminem is known for controversial references, such as mocking Michael Jackson’s nose in his lyrics and videos.
• ·         Delicate Topics: Sometimes an intertextual reference can touch upon a controversial topic and can provoke discussions or upset the audience. For example, The Cranberries make references to the IRA in their music video ‘Zombie’. This is a delicate and controversial topic due to the troubled Irish history and the victims affected by the terrorism, which caused a wave of debates and shock for some audiences.
• ·         Audiences: If an artist touches upon a controversial or delicate topic through intertextuality they can lose fans, especially if they mock the reference.
• ·         Personal Opinions: Through intertextuality, an artist can forward their views across. This can make others upset because they can have contrasting views. In addition, a mainstream artist can reach a lot of audiences globally, and if she/he is putting forward their views they need to be aware that everyone will be effected by that, which can cause issues and disagreements.

Conclusion

Overall, intertextuality is an excellent way to enhance one’s music video and show further industry awareness. It can help to gain audiences and generally improve the way an artist is perceived. However, it is clear that there are some downsides to it. Artists can lose viewers due to the different approaches to various situations and tastes. After my research I would like to include an intertextual reference in my product because I like the further meanings that it can give to my music video. In addition, it enhances the product and can help to breakthrough in the industry.