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Intertextuality

Intertextuality refers to when one media text incorporates another media text and in the process alters said media text. Intertextuality has many sub types such as:

Pastiche:

Pastiche is when a media text imitates another media text or style in a positive way.



Marina and the Diamonds' music video for 'Shampain' is a pastiche of Micheal Jackson's 'Thriller' music video as a bunch of undead girls join her for a choreographed dance sequence.



The music video for 'Gives You Hell' is a pastiche of a typical 50's neighbourhood, with the 'family oriented' side of the warring neighbours dressing in typical 50's fashion too.

Parody:

In a parody a media text often uses references from another media text to to mock it.



Bo Burnham's 'Repeat Stuff' music video parodies Justin Beiber in parts of his music video as a way to poke fun at the unoriginal and vague music they produce which plays off of teen's self esteem issues.



Ryan Higa generally pokes fun at the k-pop fandom by forming a kpop boy band (Boys Generally Asian) who don't have any of the skills kpop bands usually do including speaking Korean in the music video for 'Dong Saya Dae' and still manage to get famous. While it's a general parody, the music video uses a lot of references from Big Bang including G-Dragon's iconic 'Fantastic Baby' hair.

Homage

Giving an artist or a particular media text respect is known as homage. This can be done through the imitation of style, editing, locations, themes and iconography.



The music video for 'Irresistible' pays homage to Nsync's music video, 'It's Gonna Be Me' by revamping the narrative of the music video. The music video even has cameos of some of Nsync members.




Will.i.am pays homage to the movie 'The Great Gatsby' (1926) by utilising certain elements to transport the audience back to that era such as white noise, styles and even replicated the dress of the heroine.

Calque

Calque is when a word or phrase from a foreign language is taken and used in a music video. However, the cultural theme incorporated can also be visual.


Rihanna's music video for 'Te Amo' repeats the phrase "Te Amo" which is 'I love you' in Spanish.


The music video for 'Chun-Li' uses some obvious visual references from Japanese Culture especially when it comes to costumes.

Translation

When the meaning of one media text has been warped by another media text to mean something else, it is said to be translated.


The 'Daydream' music video uses the phrase, "Wishing on a scar" in a hopeful manner, hoping to heal and grow from the pain he has experienced, while it was first used in a hopeless manner in Lord of the Lost's song 'Wishing On A Scar'


Taylor Swift's 'Look What You Made Me Do' is chocked full with references to her feud with Kanye West. If the snake imagery wasn't enough, at the end her 2009 MTV awards version says, "I would like to be excluded from this narrative", a fun poke at herself which was initially a serious reply to Kim Kardashian posting the audio of a phone call between her and West discussing the lyrics of 'Famous'.

Hybridity

Hybridity is when different levels of media are mixed together, effectively blurring the lines between high and low cultures.


The 'Big Me' music video by the Foo Fighters is a comical exaggeration of advertisements, making the entirety of the music video look like an advertisement while it retains elements of a music video such as performance.


My Chemical Romance's 'I'm Not Okay (I Promise)' music video is edited like a trailer containing shots which are typical of music videos such as performance shots and shots which introduce a cinematic genre, Teen Movies.

Bricolage

Bricolage is when a material is used for a purpose it was not initially designed for.


Lady Gaga uses a literal telephone as a headpiece in her music video for 'Telephone'.


 In BlACKPINK's new music video, 'DDU-DU-DDU-DU' phones are used as guns.

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