Research: Intertextual reference

Intertextual Reference

What is intertextuality?

Intertextuality is when something in a music video is an ideology or refers to other things within the media, for example, existing past events, famous people, films etc. Artists include intertextuality in their music videos for various reasons, one being because Goodwin mentions in his theory that intertextual reference is one of the key characteristics that should be and is likely to be evident within all mainstream music videos, allowing the success of the video and encouraging it to fulfil conventions. The use of intertextual reference also impacts the music video and the reaction from the audience, as they are able to form opinions based on the references, depending on whether they are positive or negative. Identifying intertextuality within a music video can be difficult as it may not be portrayed in an obvious way, or may be concealed within the narrative. Having intertextuality within a music video can be beneficial as it is likely to enhance the video making it more entertaining. 

Examples of Intertextual references

Music videos that include intertextual references include...

• Naughty boy ft. Sam Smith- La La La

Wizard of Oz

LaLaLa music video

The 'LaLaLa' music video includes an intertextual reference to the Wizard of Oz throughout the music video, as the young boy reflects Dorothy's character, as he finds three characters on his travels, which is similar to the 'Wizard of Oz'. He finds an abandoned dog which resembles the lion, then a old, homeless man, who is given a heart by the little boy, reflecting the tin man and finally a male dressed in an animal costume reflecting the scarecrow. This reference is portrayed in an intelligent manner as it is not immediately obvious until the audience see the little boy buy the heart for the homeless man, in which it then becomes clearly obvious that the videos intention is make the narrative reflective of the popular film, which also allows the video to promote a message and a true story to the audience.

• George Michael- Outside 

In George Michael's music video 'Outside', Intertextual reference is evident as there are references to Michael's personal life and the major events that impacted it. This is evident at the beginning of the video, as a couple are caught kissing in public toilets by the police, and the man is arrested as a result, which reflects George Michael's personal incident when he was caught having sexual intercourse with a male police officer and arrested for the act. The intertextual reference is further evident throughout the video as other couples begin making out in public locations such as boats, cars, and buildings and being caught by cameras and helicopters, suggesting the lack of privacy and the fact that the couples will face consequences as a result of their actions. George Michael purposefully includes this intertextual reference in his music video as it was a major part and influence on his life, as this is when it become publicly exposed officially that George Michael was gay. 

• Britney Spears- Oops!... I Did It Again 

Titanic 

Opps!...I did it again

In the Britney Spear's music video, there an intertextual Reference to the film 'Titanic', as the lover gives her a necklace, provoking the artist to react by claiming, "But, i thought the old lady dropped it into the ocean",which relates to the ending of Titanic when the old lady is perceived to be dropping her necklace into the ocean to reinforce her love for her dead lover. The intertextual reference in this video is relevant to the couples relationship, suggesting that it is as valuable as the couple in 'Titanic'. 

• Robbie Williams- You know me

Alice in Wonderland 

In 'You know me' music video there is an intertextual reference to 'Alice In Wonderland' as the artist is dressed up as the white rabbit from the film while performing. The white rabbit in the film is perceived as the character with the most logic, suggesting that Robbie Williams is also portraying himself as logical, but also exploring a fantasy like the white rabbit does. 

'You Know Me' music video 

Why is Intertextual reference used and why might it appeal to an audience? 

Intertextual references may be used within music videos for various reasons, including

artists portraying their personal opinions and morals to the audience, wanting them to be publicly advertised in order to create a response from the media and influencing the audiences opinions. These influences and morals may be negative or positive. This may appeal to an audience as it is likely to entertain them and evoke humour from them, if the references are portrayed in a funny manner.  

Criticisms of Intertextual references

- Offensive- If intertextual references are negatively displayed or associated with other artists they could be recognised as offensive by the audience and other artists. For example, Eminem contains intertextual references associated with Michael jackson's nose and and Elvis Presley's death, mocking them, which is highly offensive, and may be considered offensive by a mass audience who were fans of the famous artists. 

- Influences opinions- Intertextual references are likely to provoke an influence over the audiences opinions which prevents the audience from having individual thoughts and opinions, thinking for themselves. If a popular artist with a large, global fan base is criticising another artist who is less popular, their global audience may also agree with the reference, if they trust and like the popular artist, which makes the less popular artist look bad. Therefore, negative intertextual references can influence a large audiences opinions in a negative way. 

- Spreads negativity- Negative intertextual references are likely to spread negativity as the audience may be already be informed about the popular issues that are displayed in the media. A further reference to the issue through intertextual reference within a music video may result in the issue being spread widely, especially if the artist has a large, global fan base. therefore, the artists intertextual reference is likely to be spread globally also influencing audiences opinions.

- Controversial- Negative Intertextual references can cause controversy if they are perceived negatively by the audience. For example, George Michael's, 'Shoot the Dog' music video, caused great controversy as a result of Michael displaying his personal opinions on the USA and UK, which was a negative opinion on the UK as the artist mocks the UK's values and royal family, and the leadership in the USA.

- Artists can lose fans- Fans may turn to disliking an artist if their music video contains intertextual references that are inappropriate or considered as 'taking it to far', and as a result they may not listen to the artist's future music or watch their music videos to avoid negativity. 

Will you use Intertextual reference in your music video?

After researching intertextuality and identifying how various artists have used them in their music videos, I am considering including intertextual references within my music video to entertain my audience and make my video more interesting to watch. However, I will ensure I do not include negative references regarding other artists, or popular events that may be perceived as controversial or offensive as I do not want my video to receive negative criticism and be unsuccessful as a result. Therefore, I will consider how to add intertextual references into my music video discreetly, although I will make it evident to the audience, allowing them to identify it. I will also make sure that it fits in with my narrative appropriately beforehand.