Why is intertextuality used in music videos?
Intertextuality is the reference of other media in order to borrow meaning from said text. In a short form media, like music videos, this is highly impactful, being able to provoke meaning and emotional response from a 90+ minute film into a 3 minute video. In addition, intertextuality plays of the cultural competency of the target audience, making them feel special and smart, increasing the enjoyment by the viewer.
How will I utilise intertextuality?
This scene is from Mel Gibson's Braveheart, where William Wallace is visited by his dead father in his dream. This is used as a 'coming of age' scene in the film and acts as an internal reflection on Williams role as a leader, Scot and a man. He is no longer bound to the politics between the clans or the pressure to follow in his father's (Malcolm Wallace) footsteps, he can do what is truthful and right in accordance with himself. Malcolm therefore puts this very succinctly and even poetically with the line "Your heart is free have the courage to follow it". This zoom in shot itself is not just iconic but so is the movie, having strong links with masculine identity and, of course, freedom. I could pay homage by using a similar camera movements, but instead of a dead body, use a reflection of my protagonist in order to mirror the two sides to them and ultimately reject the side that tries to be conventional. This is very appropriate within the second verse of Drunk Walk Home, where the lyrics talk about a lack of freedom in addition of the harm, strain and frustration of society's norms.
Fight Club is an immensely popular movie and is quite polarising, being championed by 'bro' culture, whilst being a satire of the same thing. This makes it perfect for intertextual reference, in my opinion, as the social context and meanings it invokes juxtaposes each other. This Duality is complimented by the film as a whole, but especially the final act where Tyler Durden is revealed to be the same as the nameless narrator and him subsequently killing the projection of Tyler and, in turn, this hyper-masculine figure. referencing the imagery within the closing scene of the narrator and Marla holding hand, could then provoke the closing end of a journey through masculinity and coming to terms with one's inner turmoil in a really unpretentious way. This could even close the duality created from the Braveheart intertextuality and therefore work really cohesively. This reference will also be very easy to decipher due to the popularity of the film, therefore being effective towards my young 16-25 audience, despite being released in 1999.
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