Intertexuality

Intertextuality

What is intertextuality? 

The concept of intertextuality was coined by post-structuralist Julia Kristeva in 1966. She introduced the notion that 'any text is the absorption and transformation of another.' Intertextuality using two different pieces of media texts and using them together to create new text or form of media. 

Intertextuality this is a form of parody and pastiche. Madonna and Michael Jackson are the biggest examples of intertextuality in music videos. Artists and produces use intertextuality for reasons such as popularity as making a reference to a popular film or book will boost the amount viewing the music video. Intertextuality is often hard to incorporate into a music video since it has to be used smartly and usually the thing that is being incorporated has to be well known, easy to create and has to have a meaning for the music video to work.

I will be using the examples of Marilyn Monroe and Madonna to explain what I have learnt about what intertextuality is. In the two videos below we have Intertextuality from the Madonna music video 'Material Girl'.                      



A scene in a the film from 'Gentlemen prefer blondes' from 1954 was used as a focal point in Madonna's material girl music video. The intertextual image is not necessarily of Marilyn Monroe but of the Hollywood archetype of the sexy looks who uses her appearance to get what she wants. In Madonna's music video she makes a clear references to Marilyn Monroe in "Diamonds are forever" in the way that she dressed and the background. In the footage Madonna is dressed in a similar pink dress, same hair cut, similar jewellery and men around her doing as she wishes.

Another example of intertextuality is in the music video ''Sabotage" by Beastie Boys this was directed by Spike Jonze in 1994. This music video contains intertextuality through the use of television as a point of reference and is a homage and parody of 70's crime drama TV series such as 'Hawaii Five-O' and 'Starsky and Hutch'. The video is portrayed as the opening title sequence to a fictional 70's-style police show called Sabotage. They use the band members from Beastie Boys as characters in the video. 


                     

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Video 4 - Sum 41

 This is the final music video in the four that i have watched. I have gained a lot of knowledge about the different types of music videos by analysing four different videos. For my final video I have chosen -

Sum 41 - The Hell Song

                           


The music video was of a concert with dolls and action figures, with Sum 41's faces on those "performing" in front of a Lite-Brite screen. They were joined with other action figures such as those of Snoop Dogg, Ozzy Osbourne with his family, Marilyn Manson, Korn, Metallica, Eddie the Head, Gene Simmons, Spice Girls,Angus Young, Jesus, Alice Cooper and Ludacris . Also, the dolls' obscene finger gestures and nudity are comically censored, which are used to make it look like real life. The video was directed by Marc Klasfeld.

Marc Klasfeld is an American music video director. He has directed over two hundred music videos for artists such as Britney Spears, Katy Perry, Jay-Z, Red Hot Chili Peppers, Michael Buble', Nelly, Foo Fighters, Avril Lavigne, Aerosmith and many others with multiple MTV award wins and nominations.
Klasfeld made his feature film writing and directorial debut in 2005 with The L.A. Riot Spectacular.
He is also the founder of Rockhard, a music video production company that also houses directors Ray Kay, Robert Hales, Ethan Lader, Erik White,Jon Jon Augustavo, and Steve Jocz. Rockhard has produced videos for Justin Bieber, Lady Gaga, LMFAO, Britney Spears, Aerosmith, Prince, Mariah Carey, Kelly Rowland, Jessie J, Willow Smith, Adam Lambert, Big Time Rush among others.

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Video 3 - Jimmy Eat World

Music Video 3 -

                         



The song's video is directed by Paul Fedor. The video features young people in underwear and received plenty of play on MTV, especially on Total Request Live. David C. Hayes, a famous B-horror actor/writer, appears in the video.


The music video features a fully clothed teenage boy (Josh Keleher) who attends a pool party at which Jimmy Eat World is playing, only to find everyone, except the band, in their underwear. Much of the crowd is making out, but the boy is excluded. Finally, out of frustration, he starts to strip to be like the others, only to bump into a teenage girl doing the same thing in the wardrobe he is in. The kids keep their clothes on and leave the party, arms around each other, as the song concludes. Paul Fedor is an American music video director and visual effects designer. Fedor has been a part of the computer graphics industry since 1994. He directed music videos and commercials. He is the founder of the production company Natural Selection.

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Video 2 - Snow Patrol

This is my second video that i have chosen to watch take inspiration from. I have chosen this video since i think it could have many different meaning and could have different meaning behind it.


                                          Snow Patrol - Chasing Cars





This video does not have any real meaning behind it, it is split between people relating it to a romantic song or a break up song and the artists themselves said it is as what you make it out to be yourselves. The editing is slow to keep up pace with the songs beat and lyrics. In the music video Gary Lightbody lies on open ground as cameras film him from different angles. It starts raining, splashing his face and hands. Gary enters a pool of water next to him and in the end of the video, he gets out of the water, rises on his feet and looks up at the camera as it zooms out overhead.
If I was to make this myself i would keep it in one shot and just use the lead singer on his own and have him engage the audience with the camera and i would keep the editing and tempo slow all the way through rather than using so many camera angles that the original as did. 


The denotation of the lyrics of the chorus ‘if I lay here’, is physically represented by him lying on the floor of each location he is in. Near the end of the video he is lying on the floor at the top of an escalator, people then walk over him like he isn’t even there, this may be used to represent how invisible and lonely he may feel.

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Video 1 - Arctic Monkeys

Throughout the next four weeks i will be watching many different music videos to get ideas and find out what makes a good music video to plan for my own video. Today i have looked at the music video Arctic Monkeys - R U Mine

This is one of my favourite arctic monkey videos they have produced due to its simplicity and effectiveness. The whole video is in black and white for a classic feel. The whole song is filmed inside a car with alex and his drummer singing along to the song, it has no true narrative.The final shots of the scene introduce the rest of the band into the video showing them as a group. The editing between shots is very well done and as a audience you don't really notice them until you view it in depth. The video shows the band playing around in a car, again, with Alex Turner showcasing his prowl as a front man. Air guitar and drums included, the offering features the expected girls in masquerade masks and a live performance at the end.

If i was to do this video i would use the band in the whole of the video and not in the last few shots of it, i would also decide to make it a narrative with the lead singer singing the words in sync with the music. I would maybe set it in a bar and focus on alex turner and connote that he is singing about a woman. 

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