Intertextuality in music videos

John Stuart

describes the music video as "incorporating, raiding and reconstructing", it's essentially the essence of intertextuality.

Intertextuality is when you use something which the audience may be familiar with to generate potentiality nostalgic associations and new meanings.

Intertextuality is perhaps more explicitly evident in music videos than in any other media from, with the possible exception of advertising.

In Goodwin's theory, we also come across Intertextuality. Goodwin made a point that there if often an intertextual reference (to films, tv programmes, other music videos) which can contribute to the postmodernism of music videos.

Intertextuality is not always used in music videos. However when they are, they do not serve one purpose in music videos. They are used for different reasons such as: part of the narrative, direct link to the other media text. Also the intertextual link does not have to be visual they can also be apart of the lyrics.