Intertextuality

Intertextuality, is the shaping of the meaning of one text by using a different one.
Broadly, if we see music promos as frequently drawing upon existing texts in order to spark recognition in the audience, we have a working definition of ‘intertextuality'.

• It is an idea that any text has been influenced and shaped by texts that have come before it.
  (anything read or seen in the case of movies)
• Therefore no film exists on its own and consciously or not all films borrow ideas from other films, past or present.
• Nothing exists on its own.
• An example of this is Batman. Cartoon ----> Film

It's important for writers, directors and authors. it exists because any kind of media can use it. it's not just in film. Posters, adverts etc all get their ideas from somewhere or use previous ideas as a guidline.

Intertextuality is influenced by creativity as it inspires you to create something. It's inspired by the world around you. Sometimes the media don’t even realise they are doing it.

The same is done in music videos.