Intertexuality - Is the shaping of a text with a similar
meaning to another text, figures of Intertexuality can include allusion,
quotation, calque and plagiarism. Intertexuality is also the way texts refer to
other media texts where audiences may realise and experience joy from the
acknowledgement. This process of referring to other media texts is called
Intertexuality.
Intertexuality can be expressed in a variety of ways in Media
such as Parody, Mimicry and Marketing.
·
Parody is when one text takes the mickey of another.
·
Mimicry is when one text is stylishly linked to
another, often used in music videos.
·
Marketing is used often when one text makes references
to another to market the product and video.
The Beatles
last performance on rooftop in 1969.
In 1962 the Beatles decided to perform for one last time at
Apple records rooftop studios in Abbey road In London’s Saville Row. It was
their last performance and lasted 42 minutes. The idea was to entertain masses
of crowds during general commute to perhaps Market them one last time before
the band going their separate ways. The Beatles being an iconic Rock band
around the world raising the bar for any other band to follow.
U2 – Where
the streets have no name.
U2 performed “where the streets have no name” on a rooftop in
Los Angeles for the filming of its music
video which won a Grammy award for best
performance music video. The song is also the opening track from their 1987
album. The Intertexuality portrayed within the video is the mimicry and
marketing aspect as the video portrays similar stylish qualities that were
expressed in the Beatle’s video portraying catchy ideologies and performing for
the people, for free to create entertainment and market themselves through word
of mouth. I motive for Intertexuality could be to brand themselves due to
audiences being able to make connections between the two videos and experience
joy. The video could also be marketed further as The Beatles are the most
iconic rock band of all time; therefore U2 will be branded perhaps similarly
and will gain popularity through this Intertexuality. U2 could also be portraying
homage to the Beatles and this could lead them to be seen in a positive light
through the eyes of their audience and perhaps wider audiences across the
world. The two-step flow theory may also be expressed here as The Beatles are musical opinion leaders therefore they are the trend setters that U2 follow, allowing audiences to make the intertexual connection and experience joy as they understand the motive behind the intersexuality.
