Research: Intertextuality

Intertextual reference

Introduction.

Intertextuality is when something is referenced to another source of media. In music videos intertextuality is used to refer to other things in media. This may include past events, famous people, films, animations. There are various reasons why artists include intertextual references in their music videos this is because they may want to provoke a reaction from the audience and cause discussion. This could be both a positive or negative reaction and may have historical and political influence.

Examples of Intertextuality

Formation -  Beyonce

The intertextual references that ‘Formation’ by Beyoncé is referring to is the town of New Orleans, past and present. The Images used in the music videos shows the old grand Plantation houses which are usually seen in the south of the US. These houses would have been used by the slave owners. Moreover, the music video refers to slavery and the recent floods in that city and shows the contrast of the new condos/apartments that have been flooded that belong to the working/middle class.

Gorillaz – feel good inc.

The intertextual references that are in ‘Feel Good Inc.’ refers to cartoon animation and also to comic strips as well as several references that are seen in Anime. Unlike formation this music video refers to the animation in context of the relationship between the song and the visuals. Rather than in the lyrics itself.

Pussy Riot – Mother of God, Drive Putin Away

The references in Mother of God, Drive Putin Away were clearly shown from the outset it refers to the Russian Orthodox Church in Russia with various images and scenes showing to take the mick out of both of the Russian leader and the Russian orthodox church. The point of the music video and the use intertextuality was to provoke discussion as well as used a satirical and protest against Russian president.

Advantages of intertextuality

There are various reasons why to bring intertextuality into a music video. This includes portray personal opinions to the audience or to help the audience to understand the point of the music video by bringing something from popular culture. This is, of course, depending on the context of the music video or why intertextuality is being used. For example, Fat boy slim and Moby both used historical recordings blues songs from the 1920 & the 1930s to contrast to their own style. May provoke an audience reaction which may be vital for the artist. Another advantage of intertextuality is that it may be more entertain or more ironic because of the references.

Disadvantages of intertextuality

They are disadvantages of using intertextual references if they are used badly or in a way that may have a negative impact on the audience. First, it could be offensive to the audience I have either used badly or that it is offensive and shouldn’t be associated with the artist or that music video. Another reason why there is a disadvantage of using intertextuality in music videos is when it comes to personal opinions. This depends on the artist opinion however at sometimes using intertextuality in a negative way or to influence an opinion may provoke a negative reaction. This may include various members of the audience maybe agreeing to that view or that view isn’t taken too kindly and the artist receives criticism from its audience and from various artists. Using intertextuality on certain music videos maybe seen as controversial depending on the context and references made. 

Conclusion

This will be depending on the context of the music video, however, yes, I would like to use intertextuality in my music video. This is used to show historical context or may to show a reaction of another art form. Using intertextual references would require additional work to ensure that it is used effective within the music videos and used correctly would ensure that a point has been made and provoke a reaction from the audience. I also rather not use negative references especially if against other artists or considered offensive therefore I will need to ensure the references I choose would be suitable for the music video.