Intertextuality

Intertextuality is a reference for another text; music videos often have some aspects which refer to another existing text. Music videos have entered a postmodern era where old existing text is being used to engage viewers even more. These recognitions are not made easily by viewers they are just there to pleasure the viewers. Intertextuality can come across in different forms such as; cinema, art, images, fashion, dances etc...

Here are some examples of intertextuality:

Rose coloured glasses by Kelly Rowland:

These types of scenes/shots are very popular as they are close ups and it is an easy way to sell the artist. They focus on the main aspects of the artist and their facial expressions.

Already Taken by Trey Songs:

Nelly ft. Kelly Rowland Gone is another example which uses the same shot to illustrate Voyeurism

Voyeurism is another important aspect in music videos, every music video has some kind of sextual desire. It either has the ‘male gaze’ or it makes woman the ‘object’, voyeurism is used to sell the artist and to pleasure the viewers.

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