18th June 2015
Intertextuality
A text that references other films or events that happened
at the time. For example:
Simpsons- Hannibal-Mr Burns
Simpsons- the Beatles- Abbey road
Shrek- Disney princesses/ Charlie’s Angles
Media texts 9 films,
TV adverts etc.) Are like a mosaic of references to other texts.
·
They can be used for humorous or serious effect-
parody/pastiche or homage (copying)
·
Privileges part of the audience- they’re ‘in on the joke’- but the text can still be
understood by others unaware of intersexual references
·
Nostalgia- reminds audience of the past.
·
Intertextuality credits its audience with the
necessary experience to make sense of such references and offers the pleasure
of recognition.
·
Intertextuality is also reflected in the
fluidity of genre boundaries and in the blurring of genres.
Examples of
intertextuality in music videos
·
Red hot chilli peppers ‘californacation’ - video
game footage
·
Robbie Williams ‘let me entertain you’- Kiss
image
·
Eminem ‘without me’ – References super hero’s
The rise of MTV in 1981, potential of medium quickly
realised by artists- result= big budget promos
Early audience demographics white male’s artist and rock
artists
MTV unfriendly?
MTV ignored black rap videos-Niche audience
Small budgets
Threatening content- Gangster rap
·
By mid-1984 firmly established as key channel
for music video
Own Oscars for music vids- some directors later found
Hollywood fame
VH1 established 80s-demographic/content
MTV Europe launched 1987
Greater diversity of musical genres
Diversity
MTV became more lifestyle orientated-covered popular culture
in general.-e.g. film, TV
Unplugged series hugely successful-CD
The real world
The present
Convergence availability of music videos on YouTube
(copyright) iTunes, mobiles
Wider range of genre based music
Channels (cater for niche audiences)
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