INTERTEXTUALITY
Intertextuality is when media texts reference another media text - this can either be reflected in the style of the video or done in a humorous way (like a parody). It can help audiences take further levels of meaning away from the text.
Intertextuality cans be applied to music videos as they can use aspects form movies or other music videos. A case where intertextuality has been use is in Blink-182's All The Small Things video.
The music video for All The Small Things uses the ideas form many other famous music videos, the particular videos used include:
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Britney Spears - Sometimes (1999) TLC - Creep (1994) Sugar Ray - Someday (1999) Ricky Martin - Livin La Vida loca
98 Degrees - I Do (Cherish You) (1999) N-Sync - Tearing' Up My Heart (1998) Christina Aguilera - Genie in a bottle (1999)
Backstreet Boys - Quite Playing Games (1996) Backstreet Boys - I Want It That Way (1999) blink-182 - What's My Age Again? (1999)
In Blink-182's All The Small Things, all of the recent artists of that time are parodied, mostly The Backstreet Boys. They have achieved this by matching the setting, costume, proximity, so that it looks exactly the same as the original. The intended effects of this is to reestablish the ideology in alternative rock that pop music is almost seen to be a joke. This gives the video a comical effect and encourages the audience to keep watching to see all the other artists which are parodied - because they understand the reference between al the other videos, they enjoy it more.
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In order to reinforce the fact it is a joke, at the end we see them parodying themselves in their other hit song of the same year What's My Age Again? where the famous scene where blink-182 are running down the road naked is replicated except in a different setting. We can see there are other elements of the video in it also, for example, in What's My Age Again, there is a man dressed up in a banana suit running along side them as they're naked and in All The Small Things, the same man appears in the same banana suit in the background of a few shots.
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This video was made purely for the enjoyment and comical factor, not to patronise and dig at the other artists. They are purely just messing around (another ideological factor of alternative rock music.