From Madonna 'Material Girl' (Mary Lambert 1985) the intertextuality links back to the 1953 film 'Gentlemen Prefer Blondes' starring Marilyn Monroe. Very since then, there has been many example of cinematic references which dominate music videos, for example:
Robert Palmer - Addicted To Love & Shania Twain - Man I Feel Like A Woman
Some text refer directly to each other, such as Remakes of films, extra diegetic references to the media/society in the animated videos, such as Robbie Williams music video for the song 'Let Love Be Your Energy', the video has a cartoon based video which has intertextuality to video games and to the song 'Califonication' by Red Hot Chili Peppers . The interpretation of these references is influenced by the audiences' prior knowledge of other texts.
In 1968, Roland Barthes announced 'The Death of The Author' and 'The Birth of The Reader' thereby declaring that 'A text's unity does not lie in its origin but yet in its destination', In other words there is no longer such a thing as original text which is very postmodern. This in the process highlights how interpretation lies within the audience and this is subjective and it is the audience that creates meaning.
Intertextuality is commonly used a lot in modern music videos, artist such as Robbie Williams, who's concept in the music video for his song 'You Know Me', is taken to a world, just like in Alice in wonderland and he is dressed up identical like the rabbit from the film. This thereby creates Intertexuality between the music video and the film. at the end of the video, you see him as the rabbit in the Metro-Goldwyn-Mayer trademark instead of the traditional lion, thereby creating Intertextuality between the two.
No comments:
Post a Comment