Research: Intertextuality

The meaning of Intertextually is when a reference is made about other films, TV shows, celebrities, and it can be shown to the audience by the lyrics or the visuals of the music videos. Artists use intertextuality in their music videos to make specific references to specific events, people or films that they feel a connection to or they would want to express their own opinion and feelings. Certain artists do this to enhances the popularity of the artist because making a reference to films will increase the viewing of the music video. The use of intertextual reference also impacts the music video and the reaction from the audience, as they are able to form opinions based on the references, depending on whether they are positive or negative.

Example of music video with intertextual references:

Iggy azalea - Fancy

This music video reference 'Clueless' (1995) movie.  The use of mise en scene are all used to recreate the look of the film. In the music video the costumes are all 90's inspired teen outfits. They feature a lot of colourful and layered items. Mini-skirts and crop tops with knee high socks appear heavily throughout the extras and main characters. Iggy is well known for being curvy and having long blonde hair. Therefore, making her the perfect match for the main character in the movie ‘Clueless’. The music video features shots of fancy cars in LA which is popular with pop music videos as it gives the impression of a desirable lifestyle. For the main part, the music video was set in a high school. The school that they used in the video was the exact same school that they used in the movie 'Clueless'. This reinforces the connection between the two media products. The hallways and classrooms that have been used in the video are brightly coloured with light artificial lighting. Iggy and Charlie show a lot of confidence when singing and dancing. Their performance is meant to portray popular characters that run the school, again similar to the movie Clueless.

Eminem - Just Lose It

In Eminem’s music video there are many intertextual references present. A lot of references were made towards Michael Jackson, as Eminem is dressed as him in various scenes in the video. For example, at the beginning Eminem moon-walks down the side which refers to one of the most iconic music video of Michael Jacksons – Billie Jean, and his nose falls off which mocks his plastic surgery. The video also makes important references to his film ‘8 mile’, which is a way of promoting the movie. Moreover, there are various scenes where Eminem is dressed as another celebrity, such as Michael Jackson, Mc Hammer, Madonna and Elvis. In each of these scenes, Eminem performs something which is well known of that celebrity, for example; when dressed as MC Hammer he copies the dance to his song ‘Hammer Time’ and when dressed as Elvis he appears on a toilet which is where he apparently died, or Michael Jackson’s child molestation trial, this generated huge controversy and also contained intertextual references, such as the bad Santa film. The way in which Eminem was promoted as an artist during this video, was not only by his own lyrics referring to previous songs, but there were a few links to his film ‘8 mile’ and the use of many celebrities highlighted his importance and status in the industry. Some of the parodies in his videos portray him to be quite harsh, however the comedy effect makes him likeable as an artist and also proves him to be a more realistic and grounded singer. This sense of ‘realism’ is conveyed in many of his songs and music videos, relating to his past and background, creating a truthful relationship between him and his fans.   

Imagine Dragons - On Top of the World

In this music video from Imagine Dragons - On top Of the World there are different intertextual references about the Beatles, the movie 'Shining' and  the conspiracy of the fake moon landing. Through the use of iconography, costume, setting and other mise en scene we can see that the music video touch upon different interetexrtual ideas. First of all, we see a kid riding a bicycle referring the young actor in the movie 'The Shining', then there is  medium close up of the artist and the background has the same pattern and colour of the pavement of the movie. Moreover, there is another medium close up of the other artist wearing head band referring to the hippie culture which was quite popular during the 60's & 70's. Furthermore as the video proceed a slow motion is used to emphasises the characters walking in a line referring to the famous album cover of the Beatles 'Abbey Road'. Additionally, we see the characters getting reading by wearing the astronaut suit and leaving the audience with suspense. Then we realise that it was all an imitation of the band recreating the moon landing of the Apollo 11. 

Why is Intertextual reference used and why might it appeal to an audience?

Intertextual references may be used within music videos for various reasons, including

artists portraying their personal opinions and morals to the audience, wanting them to be publicly advertised in order to create a response from the media and influencing the audiences opinions. These influences and morals may be negative or positive. This may appeal to an audience as it is likely to entertain them and evoke humour from them, if the references are portrayed in a funny manner. 

Criticisms of Intertextual references

Offensive - If intertextual references are negatively displayed or associated with other artists they could be recognised as offensive by the audience and other artists. For example, Eminem - 'Just Lose It' contains intertextual references associated with Michael Jackson's nose and and Elvis Presley's death, mocking them, which is highly offensive, and may be considered offensive by a mass audience who were fans of the famous artists.

Influences opinions - Intertextual references are likely to provoke an influence over the audiences opinions which prevents the audience from having individual thoughts and opinions, thinking for themselves. If a popular artist with a large, global fan base is criticising another artist who is less popular, their global audience may also agree with the reference, if they trust and like the popular artist, which makes the less popular artist look bad. Therefore, negative intertextual references can influence a large audiences opinions in a negative way.

Spreads negativity - Negative intertextual references are likely to spread negativity as the audience may be already be informed about the popular issues that are displayed in the media. A further reference to the issue through intertextual reference within a music video may result in the issue being spread widely, especially if the artist has a large, global fan base. Therefore, the artists intertextual reference is likely to be spread globally also influencing audiences opinions.

Controversial - Negative Intertextual references can cause controversy if they are perceived negatively by the audience. For example, George Michael's, 'Shoot the Dog' music video, caused great controversy as a result of Michael displaying his personal opinions on the USA and UK, which was a negative opinion on the UK as the artist mocks the UK's values and royal family, and the leadership in the USA.

Artists can lose fans- Fans may turn to disliking an artist if their music video contains intertextual references that are inappropriate or considered as 'taking it to far', and as a result they may not listen to the artist's future music or watch their music videos to avoid negativity.

Conclusion:

I don't think that I will want to incorporate intertextuality in my music video because if I decide to use intertextuality in my music video then it most likely won't be something that is extremely well known because recreations of popular references usually look tacky so choosing something easier will be better for the representation of my artist. Another reason why I will not be using intertextuality because I want music to be unique and I want my audience to remember my artist from the song and not the film. However, if I did make intertextual references that my artist will be very popular as he/ she will be targeting at a wider audience, allowing them to grow worldwide.