Intertextuality – A Level Media Studies Eduqas Revision

Definition of Intertextuality

Intertextuality is a concept that refers to the interdependent relationship of texts due to shared or similar aspects, such as themes, images, icons, or narrative structure.
It involves an intentional or unintentional reference or allusion to another text within a text.
The concept was developed by the French semiotician Julia Kristeva, based on the works of Ferdinand de Saussure and Roland Barthes.

Intertextuality is key to creating complex layers of meaning within a media text.
It enables diverse connections and comparisons, leading to an enriched textual experience.
Through intertextual references, media producers can engage their audiences, provoke thought, and evoke emotional responses.

Referential Intertextuality: This form involves direct references to other texts, such as a quotation from a famous novel in a film.
Compulsive Intertextuality: This involves general or global references to a collective body of texts, like the constant references to pop culture in shows like ‘The Simpsons.’
Structural Intertextuality: This form is when the structure or format of a text is based on another, like how some shows are structured like traditional stage plays.
Transformative Intertextuality: This occurs when a text is transformed or adapted from an existing one, like fanfiction or modern-day adaptations of classic literature.

In film and TV, intertextuality is often used to pay homage, parody, make jokes, or add depth to a narrative. For instance, the ‘Star Wars’ series is rich in intertextual references.
Literature often uses intertextuality as a means of layering meaning and context. T.S. Eliot’s ‘The Wasteland’ is a prime example with its extensive range of intertextual references.
Music can also employ intertextuality through sampling or lyric references, which often serve to nod at influences or make political points. Hip hop is a genre particularly known for this.
Online content frequently uses intertextuality to make connections and prompt shareability, such as memes referencing popular culture.

Intertextuality allows for dynamic and multi-layered interpretations of a media text. The audience can discover deeper meanings through the knowledge and recognition of the external references.
It can boost audience engagement by creating a sense of familiarity or sharing an inside joke. For instance, fans can enjoy spotting references to other texts.
Intertextuality can facilitate critical thinking and debate about societal, cultural, historical, or political issues as it often places a text within a broader context.

Some critics argue that excessive use of intertextuality can create a barrier for audiences who are not familiar with the referenced texts. This can lead to a feeling of exclusion or confusion.
There are also concerns about originality. While intertextuality can result in innovative compositions, it might also encourage unoriginal or derivative works.
Some argue that intertextuality can oversimplify or misinterpret the referenced texts, which can lead to misinformation or a reductive understanding of complex issues.