Intertextuality is when a media text reference another media text.
This can either be reflected in the style of the video or done in a humorous
way. It can generate nostalgic associations along with helping audiences take
further levels of meaning away from a text. It is most evident in music videos.
One music video in which intertextuality is evident is Labrinth ‘Express
Yourself’.
The first incidence in which intertextuality is shown in this music
video is the reference to ‘The fresh prince of Bel Air’ opening sequence in
which Will Smith turns upside down in his chair.
This may be referencing in some way that Labrinth is on a same level as Will Smith; popularity, money etc. It also creates nostalgia for the audience as it was a popular show of the 90’s therefore those who recognise the existing text feel a sense of flattery.
Another example of intertextuality in this music video is the
reference to The Simpsons.
The familiar mise-en-scene of Barts’ class room again creates
nostalgia for a majority of the audience who would have watched The Simpsons.
It also creates a persona for Labrinth. Bart was known to be a naughty young
boy and so through the music video Labrinth is maybe referencing himself to
have similarities to Bart. This creates a connection to the audience who may
not know Labrinth allowing them to create there own image of the star.
Finally, the use of soldiers in this text.
These green soldiers on the beach reference those from Toy Story. Again
being a popular film, those who pick up on the reference will feel flattered.
This feeling of flattery creates a connection between the start and
the audience. It brings them together. Through these references Labrinth is
showing his audience that he has similar interests to them and although the
references are of a range of popular texts, those who pick up on it feel a
connection to the star and therefore builds upon his fan base.
Other examples of where intertextuality is evident is Madonnas ‘Material
Girl’ with strong references to Marilyn Monroe in ‘Diamons are a girls best
friend’.
and ‘Man, I feel like a woman’ by Shania Twain parodying ‘Addicted
to Love’ by Robert Palmer.
