Music videos are often described as post modern. They often refer to other media texts such as cinema, television, fashion and photography. This can draw recognition from the audience. This is called Intertextuality. Intertextuality can also be used to create humour out of a pre- existing media text. In music videos intertextuality can be shown in many different ways.
One way intertextuality is shown in music videos is through television. An example of this is in the music video Sabotage by the Beastie Boys.
Another type of intertextuality in music videos is refferring to a movie. Material Girl by Madonna is a mimic of Marilyn Monroes performance of 'Diamonds are a girls best friend' in the movie Gentlemen Prefer Blondes.
The Red Hot Chilli Peppers refer to many video games in their music video of Californication such as Grand Theft Auto and Tomb Raider. This is something which would attract a younger generation of viewers.
In the Music video of Addicted to love by Robert Palmer has been referenced in different media texts such as the video for 'Wild Thing' by Tone Loc who has tried to make humour through imitation of the original video by Robert Palmer.
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