INTERTEXTUALITY Intertextuality refers to the process of creating

INTERTEXTUALITY

Intertextuality refers to the process of creating references to any kind of media text via another media text. In other words Intertextuality essentially means for a type of media (film, television, music etc) to pay homage to another media text. (shaping of texts' meanings by other texts. ) Julia Kristeva argued against the concept of a text as a isolated entity, which works in a self-contained manner and states that: "any text is the absorption and transformation of another"

Audience Pleasures • The interpretation of these references is influenced by the audiences’ prior knowledge of other texts. • This particularly self-conscious form of intertextuality credits audience with the necessary experience to make sense of such references and offers the pleasure of recognition. • By referring to other texts and other media reminds us that we are in a mediated reality. This runs counter to the dominant 'realist' tradition which focuses on persuading the audience to believe in the on-going reality of the narrative.

Intertextuality and Genre There are intertextual frameworks (references) at work that are less obvious or direct. The assignment of a text to a genre provides the audience of the text with a key intertextual framework. Each example of a genre utilises conventions which link it to other members of that genre.

Forms in Intertextuality

Pastiche is when a piece of work imitates another creative piece of work in more of a celebratory rather than in a parody/mocking fashion. It is moreover like a stylistic mask. Pastiche simply uses images in an empty surface way to sell the product. It’s only a matter of imitating.

Parody is a piece of work which imitates another in order to comment, trivialise or satirise. An example of this is with the Nicki Minaj - Anaconda and Anaconda - Bart Baker, where the latter 'makes fun of' the former. This is because the video was said to be rather controversial due to the sexualised manner Nicki Minaj portrays the female body Parody aims to mock an original in a light comic or critical way. Parody can only be effective through our knowledge of the text being parodied. It often exaggerates features of the original.

Homage is a way of giving respect to an existing performer or media text. Characters may adapt a similar look and style to pay tribute to the celebrities in the past. Media producers may intentionally use locations, themes and iconography from the popular texts.

Calque is when a word or phrase is borrowed from a foreign language or text. The example I chose for this was Christina Aguilera, Lil' Kim, Mya and Pink's song, Lady Marmalade, where they draw on the French burlesque show of Moulin Rouge which inspires the entire video.

Translation is when the message of a text is changed into another form but having drawn on the message.

More…. Hybridity – (mixing & sampling of different kinds and levels of music, TV, ads, films etc. ) Hybrid forms are said to level hierarchies of taste. It is said that all distinctions between high culture & popular culture have gone or become blurred.

More…. Bricolage – a work that is made from combining existing materials, independent of their original purpose, where aspects of one style are given quite different meanings when compared with stylistic features from another.