Intertextaultity in Music Videos

Intertextuality is the way in which one media text is referenced in another. 'Postmodern' is often used instead as another term of intertextuality. Postmodernism involves bringing together two different conventions. It breaks the typical conventions and norms; takes little bits of everything and bringing it together. Post modernism emphasises parody and irony, focusing on the satrical nature of music videos. Cinema and television are often used as a reference in music videos. For example the Beastie Boys video for sabotage, where references to police shows are made. The three frequent sources are: cinema, fashion and art photography. Intertextuality is used so that the audience are familiar and are able to make nostalgic associations and new meanings.

Eminem is an artist who often uses intertextuality and postmodernism in his music videos, often mocking celebrities and tv shows. The video 'Lose Yourself' is a good example of intertextuality:

This entire video is eminem mocking celebrities (including himself). We see at the beginning that Eminem is supposed to be Micheal Jackson, this would ammuse the audience as everyone know him very well so therefore are able to understand the humour.


There is a reference to a tv show where he has dressed up as the host, he then comes on dancing as MC Hammer which fits with his lyrics, where he actually says "pyjama time" instead of Hammer time. All his actions in the video fit with his lyrics, making it amusing for the audience. This creates a postive outlook on the song and the artist as it makes it look as if it has been done well. A reference to Justin Timberlakes video, which suggests an audience who watch many videos. As well as making fun of others he also makes a reference to his film 8 mile which would entertain the audience, as he is able to make fun of himself. At the end Micheal Jacksons nose falls off which again is satirical humour (postmodernism), where everyone can laugh as only certain artists would be able to make this kind of joke. 

This is the type of video we expect from Eminem. Another video that uses intertexuality is his video 'We Made You'. In this video he makes fun of many female celebrities exaggerating them, such as Kim Kardashian's bum and Jessica Simpsons weight gain.

His vidoes are fun and a lot of props and costumes are used. He also makes a reference to Guitar Hero/Rock Band, which is a video game.This is done so that the audience will recognise the style and this will provide a certain pleasure for them, it also goes with the lyrics. The bachelor is also imitated in this video which makes the video more comedic.

From this I have gained the knowledge that it is key to keep the audience engaged by using things that are familiar to them, and also to push typical conventions to make an appealing video. As we are doing a pop genre I think it would be appropriate to use sources of art and cinema, to make the video more lively and satrical. As it is a love song where a lot of comedy could be used.