Intertextuality

A music video is a short of film that is used to accompany a piece of music. They categorised in three different styles, performance based, concept based or narrative or story based.

The purpose of music videos is to market the sale of the song and promote the artist or the album.

However, music videos use a wide range of techniques such as animation and documentaries.

A music video consists of different sound and editing including jump cut, straight jump , split

Scene and editing to the beat.

Intertextuality is the way in which one media text is referred to in another.

It can also be found in a number of forms.

An example of this is ‘AHA’ by take on me.

Intertextuality is usually used in music videos to create a familiarity with the video to the audience.

The conventions of music videos depend on the genre of the music video. The general codes are style, camera, editing, sound and mis-en-scene.

The way things are done in music videos describes the genre of the music video

Close-Up’s can be shown as well as the style of the artist. E.G props, actions and visuals.

Goodwin believes that lyrics are often represented through images (visuals) on the screen.

The images in music videos usually mean one of these things, illustrate, amplify or contradict the lyrics.

The visuals contrast with the lyrics in order to reinforce the message of the song.

Goodwin believes that music videos should include repetition of narration and performance in order to make it easier for the audience to gain interest rather than losing interest.

Laura Mulvey

Her theory is based on females in the media especially in the music industry.

Laura suggests that women are portrayed through the ideas of men.

Women are often seen in voyeuristic ways. For example, Miley Cyrus

Shania Twain- Man I Feel Like A Woman (1999)

Robert Palmer- Addicted to love (1986)