Intertextuality

Intertextuality is a mix between two different media texts. John Stewart theorises that visual reference in music videos come from a range of sources. The three most popular being cinema, fashion and art/photography.

One example of intertextuality in a music video is Eminem's video for 'Without me'. In this video Eminem parodies many different pop culture references in the music video. Throughout the video the narrative is told like a comic strip, and Eminem dresses up as Robin (Batman and Robin). This pop culture reference immediately tells the audience that Eminem is acting as a hero. In this video Eminem also parodies reality TV shows, talk shows and people such as Elvis and Osama Bin Laden.

Another video to use intertextuality is Example's 'Last One Standing'. This video is based on 60's cop shows, however instead of catching murderers and bank robbers they are chasing people who have pirated his album. The title used at the beginning of the video as well as the costumes used establishes the concept of a 60's TV cop show. In the video the typical cop show is parodied with the use of a chase scene in which Example's character does unnecessary tricks and flips while chasing the criminal. It is also parodied with the use of bad fight scenes, stereotypical characters and a cheesy freeze frame at the end of the video. 

Tinie Tempah's video for 'Wonderman' is a homage to 70's TV show The Six Million Dollar Man. Tinie Tempah stars as the hero (Wonderman) and is on a mission to save the world and Ellie Goulding who features on the track playing a doctor who is helping him. The video follows narrative matches the TV show where an astronaught crashes and is badly injured and has to be rebuilt with bionic limbs, and becomes a secret agent. This is all seen in the video, and also uses action shots that would  be part of the TV shows story line, such as cathing criminals and exploding buildings. The video is meant to be fun and also connect with the song.