INTERTEXTUALITY

Consider the importance of intertextuality in pop music videos:

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Intertextuality is when one media text makes references to another media text. Media theorist Andrew Goodwin stated that there are 6 key aspects to a music video; two of these make reference to intertexuality. 
 

Many pop music videos use intertextuality for popularity. As mainstream artists tend to have a larger target audience & budget, they have more people to appeal too & making reference to another popular media text can help increase the amount of viewers they receive.

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In Ariana Grande's music video for Thank U, Next, she makes multiple references to classic feel-good films. Recreating iconic scenes from films including 'Mean Girls' (2004), 'Legally Blonde' (2001), 'Bring It On' (2000) & '13 Going On 30' (2004) is an effective way of using intertextuality as the films that Grande has made reference to would be strong interests of her audience demographic. This would not only attract the audience but they would also feel an emotional connection to the music video & would get a sense of nostalgia. 

 

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This approach has been used by several mainstream pop artists including Iggy Azalea who referenced 'Clueless' (1995) in her music video for Fancy. Taylor swift has also made reference to numerous action films in the music video for Bad Blood. The bold film-like opening creates tension & action & there is also various intertextual references throughout, to films such as 'Kill Bill' (2003), 'The Host' (2003) & the hunger games series. Swift has also made superhero references by giving each artist featured in the video a specific character to portray.

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After watching a range of music videos, all from different genre's, I found that the majority of the videos that made intertextual references were from the pop genre. This shows me that intertextual references are a convention of pop music videos & therefore I will try & use this technique within my work as it is a successful way of appealing to my audience.