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INTERTEXTUALITY

INTERTEXTUALITY. Section B. By the end of this lesson. You will be able to define what intertextuality is. You will be able to identify how intertextual references are used within media texts to cross promote media products.

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INTERTEXTUALITY

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  1. INTERTEXTUALITY Section B

  2. By the end of this lesson... • You will be able to define what intertextuality is. • You will be able to identify how intertextual references are used within media texts to cross promote media products. • You will be able to give examples from your own case study areas of how intertexuality is used to help promote your topic area.

  3. What is Intertextuality? INTERTEXTUALITY is the way in which texts refer to other media texts that producers assume audiences will recognise. One of the pleasures that audiences experience in the consumption of media texts is the joy of recognition. One form of this pleasure comes in recognising the reference in one media text to other media texts. This process of referencing is called intertextuality.

  4. Intertextuality can be demonstrated in several ways in the media. Here are a few: • Parody, pastiche and homage • Mimicry • Marketing of media texts • Reviews of media texts in other media forms • Media performers working in more than one media form.

  5. Parody, pastiche and homage

  6. Parody, pastiche and homage Kill Bill films, with their relentless sampling of international movie traditions ranging from French New Wave to Hong Kong kung fu, to Japanese samurai, to Italian spaghetti western showcase in an extreme form of filmmaking that openly acknowledges that art is a mix of other texts and styles. Tarantino recognizes this secret truth: all movies are rip-offs of something else. They all borrow, beg, and steal. They are an amalgamation, a mix, a sampling of others. A pastiche.

  7. Mimicry Often this borrowing of a text to link it to a second one is stylistic. This means that a text will mimic or otherwise copy certain stylistic features of another text. Usually this is done in order to create a particular impact, although there may be instances where this borrowing may seem simply a matter of convenience to give a music video, for example, a particular look. For the reader of the image, however, the connotative power of the original text is likely to be carried through into the new text.

  8. Marketing of media texts

  9. Reviews of media texts in other media forms

  10. Media performers working in more than one media form.

  11. Love the Way you Lie... List all the different types of intertextual references you can find in this video...

  12. Apply examples of intertextuality to your own case study topic area... • mimicry • parody, pastiche and homage • marketing of media texts • reviews of media texts in other media forms • media performers working in more than one media form.

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