Intertextuality

Intertextuality refers to the ideas and concepts that are borrowed from other media forms and are put into another media form. Inter-textuality can be seen on many platforms such as television, film and even music videos. Intertextuality is a vague term on its own,but it  has various types associated with it,which include:-

• Pastiche
• Parody
• Homage
• Calque
• Translation
• Hybridity
• Bricolage

Pastiche

Pastiche an artistic work in a style that imitates  another work, artist, or period. And is  put together into one piece of work.

Example:-

•  "Dark Horse" by Katy Perry,in which she portrays to be Cleopatra the egyptian queen, she is shown wearing a colorful dress and a wig sitting on her throne. And is also shown at the top of the pyramid in a scene, dressed as Isis ( the egyptian goddess).

Dark Horse

Katy Perry copied cleopetra's make up, costume and styling

She also copied how cleopetra traveled and how she used to sit in a fancy sail boat with the slaves on her side.

She is  shown sitting on her thrown with her slaves standing on her sides who are dressed in  fancy costumes.

She is also seen as Isis, the egyptian goddess of health.wisdom and marraige.

Parody

Parody is an imitation of the style of a particular writer, artist, or genre with exaggeration for comic effect and sometimes also used for mocking purposes.

Example:-

• The Weeknd's "Starboy"  parody by Bart Baker is surely a one that would make many people laugh, Baker mostly targets Abel's look in the video.He also talks about his luxuries and the weeknd being a super rich popstar in a mocking way.

Starboy

Here he talks about The Weeknd being a rich man who's very proud of himself.

He talks about he thinks he looks better with his haircut as compared to the past when he had weird hair.

Here he is targeting how The Weeknd seems to be a proud man by mentioning that even if he chops his leg he'll still be the best no matter what.

Homage

Homage refers to the special honour or respect shown publicly,to an artist or any media forms.The artists performing may opt for a similar look and style to pay tribute to the artists from the past.

Example:-

• Chris Brown's "She ain't you" is a tribute to the late Michael Jackson Brown's outfit was noted for its similarities to the costume that  Jackson wore in his music video for Smooth Criminal in 1984.

She ain't you

Chris Brown tried to copy Jackson's style from smooth criminal with almost the same hate and the same attire.

Calque

Calque means to borrow a word or phrase from another language or borrowing ideas from different cultures and ethnicitys from around the world and put them in a single piece of production.

Example:-

• Coldplay's "Hymn for the weekend" ft. beyonce is very good example of calque it shows the indian culture in very detail.From their attire to their festivals everything is shown very nicely.

Hymn for the weeknd

Shows the indian hindu monks,with their trident.

Shows Holi, an indian festival of colors.

Girls are shown performing the bharat natyam dance.

Beyonce is seen wearing a rajhistani attire with heavy jewellery and fany clothes.

Translation

Translation refers to when the narrative of a media product is changed another form,usually it relates to the previous music videos and has a similar message to the previous music videos or can be a reply to the music videos made in the past.

Example:-

• George Michael's "Last Christmas" and "December Song( I dreamed of christmas)" is a good example,last christmas talks about how his lover left him on christmas day and in the december song he talks about he felt when his lover left him and he wonders how would his ex-partner be doing now.

The lyrics of both of these songs link and its definitely gives an idea that the december song is written keeping last christmas in mind.

Hybridity

Hybridity refers to the merging and sampling of different types of music, TV Shows or films,e.g different ethnicitys and races brought together along with different time periods and so on.

Example:-

• "Love you like a love song"  by Selena Gomez is an example as different costumes and props are showed in the different scenes of the video. And there are both old and new times shown, along with different races, ethnicitys and cultures are represented in the music video.

Different worlds and time peridods are shown

Bricolage

In Bricolage already existing materials are combined into one piece of work and are used to form a new media product with a very different style and meaning. It includes creating a new media product from a versatile range of things.

Example:-

• Recently George Michael's new single ft. Nile Rodgers "Fantasy" was released the video definitely made everyone nostalgic clippings from Michael's big hits were put together into one new music video.

Clips from his  live performances and many of his hits a few of them being Careless Whisper, Father Figure,Outside and many more songs were also put together for the music video of Fantasy.