Intertextuality - where one media product makes reference to the content, codes, conventions and paradigms of another media product in order to create meaning for the audience
Intertextuality is one of the most important and useful words in the whole of A-level media studies, and is absolutely vital for understanding how and why media products work. From a purely exam based perspective, he term intertextuality is comparatively VERY likely to be used. But even if it's not you really should be using it in both component one section a and potentially any question in component two
There are many common synonyms for intertextuality, such as
paying homage to...
making reference to...
a loving tribute to...
outright stealing from...
and even within the ontology of media studies there are a few other ways of talking intertextuality. For example, Roland Barthe's semiotic referential code is essentially an intertextual reference by another name.
But why is intertextuality so important? As the definition above suggests, when a producer utilises intertextuality, it helps to create meaning for the audience. If we have seen and decoded something before, then we will certainly understand it better next time. This allows producers to save time and effort, assuming that audiences will adhere to the prefered reading of the product. Intertextuality can therefore be seen as an effective form of anchorage, allowing the producer to precisely position the audience. It also provides the audience with the gratification of 'getting' or decoding a particularly obscure reference.
The following notes have been pinched from Olivia. Thanks!
LES REVENANTS
- Les Revenants has intertextual references to Texas chainsaw massacre (Julie is watching it on telly) - this would make the audience like Julie if you got it because you like that show. This positions the audience in a place where they can relate to Julie. It is a zombie horror show, but it is not typical. It differs because the zombies don't look like zombies in other shows.
- It doesn't have to be an obvious reference
- Victor makes reference to most horror films with little kids in them.
- Teen flick references with Lena's sex scene (coming of age drama)
RIPTIDE
- Ouija board - Low key red lighting signifies intertextual reference to 1970's Italian horror films. Binary opposition between the things we see and the song. The ouija board is a common thing in horror films. Contrapuntal sound - sound that doesn't belong with the vision
- Gun
- Makeup deteriorates and ends up reflecting blood dripping down her face - Woman singing isn't the person singing the actual song
- Shot of woman at the 'dentist' being tortured, anchored by song
- Knife going into woman's hand - hermeneutic code because it suggests something is going to happen as it cuts away to fast for us to see what has happened
HUMANS
- Extreme close up of eye - Terminator (explicit reference to robots), Blade Runner
- Moon - connotations of science fiction, space, the world beyond...
- Establishing montage tries to set the scene and get the audience interested in the show, it needs to be as hermeneutic as possible. We don't see Anita's face but we know she is going to be important to it is a proairetic code. It establishes a key theme at the beginning of the show, it is an intertextual reference to every android robot show.
- Also intertextual references to medical dramas and documentaries because it uses real life footage. They do this to widen the target audience. There is Techno music with drum and bass. All of these things widen to audience. We are unable to differentiate between real life and fiction - hyperreality.
- Then we are suddenly look like a sitcom e.g Outnumbered. Can target a bigger audience again. It gives something to the audience who don't like sci-fi
- Genre hybridity (sci-fi with sitcom)