Nothing new: Intertextuality

Intertextuality’ a term coined by Julia Kristeva in the 1960s, acknowledges the presence of pre-existing texts in another text to add to its meaning. Kristeva believed that a text cannot be understood in its entirety without an understanding of the text it refers to. This concept is not entirely new, yet it has become a staple part of Postmodern work. Intertextuality, if seen from a critical perspective, also comes with the notion of not having unique and original material since the new texts rely heavily on previously existing material.

“Intertextuality seems useful because it foregrounds notions of relationality, interconnectedness, and interdependence in modern cultural life. In the Postmodern epoch, theorists often claim it is not possible any longer to speak of originality or the uniqueness of the artistic object, be it a painting or novel since every artistic object is so clearly assembled from bits and pieces of already existent art. - Graham Allen, Intertextuality”

Music videos use intertextuality as a tool usually to elicit feelings of nostalgia since it is quite a powerful tool of persuasion in media. Overall, there are multiple ways that text might be intertextual, and so they can be further classified as Homage, bricolage, calque/Translation, hybridity, parody and pastiche.

It imitates pre-existing media text as a form of respect and honour. It is like when you steal your sister’s clothes to dress up like her, as a compliment for her excellent fashion sense (basically make her think you appreciate her so that she would leave you alone with her clothes). Back to the topic, an example of Homage is BIBA- Marshmello x Pritam, which contains references to om shanti om, Devdas (2002), Dilwale Dulhania Le Jayenge (1995) and Kuch Kuch Hota Hai (1998).All the old Bollywood Sharukh Khan movies that I grew up watching(sadly, no one got the references when I played it in class). The ending is perfect as it references Dil To Pagal Hai(1997) dialogue “Rahul, naam toh suna hi hoga” (translation: Rahul, must have heard the name— I apologize for this weak translation, but I have no idea how else to put it) by replacing the “name” with marshmallow. The video for the song, directed by Punit Malhotra, an Indian Director, pays Homage to Shaurukh Khan’s iconic movies over the years.

Homage

Parody

Similar to Homage, parody also imitates media text. However, the critical difference is the perspective in which the source of inspiration is shown. Parody is quite more exaggerated for comedic purposes, such as seen in Weird Al Yonkonvic’s Music videos. He has quite a unique image for not having created even a single original song, only parodies.

The muppets have parodied the iconic Bohemian Rhapsody by the band Queen. The parody features replica visuals of the original music video. Instead, this time, all the band members have been replaced by the members of the muppets show. These parodies are for light humour and not to be taken seriously.

It refers to an artistic work in a style that imitates another work, artist, or period. ‘Pastiche’, again, is quite similar to parody and Homage, but the differentiating factor is that it is neither a form of honour nor an exaggeration.

Pastiche

It is simply put, work heavily influenced by another work, artist, or period. Matilda Mann - You Look Like You Can’t Swim, for example, is influenced by Wes Anderson’s colour pallet and shooting style.

Calque/translation:

Literal Definition: “Calque is a word or phrase borrowed from another language by literal, word-for-word translation.”

In terms of media, it refers to borrowing elements of location, outfits, etc., from different cultures. Coldplay - hymn for the Weekend, directed by Ben Mor and shot in India, is an example of Calque. It shows the people, locations and various other aspects of Indian culture in the video, which is borrowed since both the artists and director are not Indian.

Bricolage:

Bricolage is a French word from the French verb bricoler ("to tinker"). In English, the rough equivalent is 'do-it-yourself', and it is applied in an art context to artists who use a diverse range of non-traditional art materials to create an art piece. It amalgamates various available non-visual media to form a music video.

In Media theory, "The bricoleur, says Lévi-Strauss, is someone who uses 'the means at hand,' that is, the instruments he finds at his disposition around him, those which are already there, which had not been specially conceived with an eye to the operation for which they are to be used and to which one tries by trial and error to adapt them, not hesitating to change them whenever it appears necessary."

This music video from the Skinshape, for I didn't know, is a perfect example of bricolage as it converges the two mediums of print and video. It uses stop motion animation to create movement and features actual videos, such as one of an ocean, playing on TV and integrated into the frame.

Intertextuality: Definition, Meaning & Examples | Vaia. https://www.studysmarter.us/explanations/english-literature/literary-devices/intertextuality/