The shaping of texts' meanings by other texts/ Where a text refers to another text.
This was introduced by Kristeva - Kristeva argued against the idea of text as a isolated entity.
Some texts refers directly to each other for example remakes of films, extra-diegetic refers to the media. An example of this is in 'The Simpsons' and many amusing contemporary TV ads. The interpretation of these is influenced to the audiences knowledge before watching it.
How can this be linked to Music videos?
Intertextuality is used in many music videos;
One example of this is in Robbie Williams song 'You know me'
In this song the whole theme is a 'Alice in Wonderland' styled theme while Robbie Williams is dressed up as a rabbit. This created a intertextuality between the music video and the movie.
Another example of intertextuality in a music video is in Taylor Swifts 'Love Story'.
In this there is a Romeo and Juliet theme throughout with Taylor Swift playing the 'Juliet' role. This makes a intertextuality link between the old play/movie and the music video.
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