LO1: Starter & Theory task

What is Intertextuality?

The inclusion or mention of another media text within a media product. A good example of this would be the Simpsons who use celebrities in cartoon form within their story lines and create spin off episodes of other films and Tv programmes. Intertextuality is an example of Postmodernism. Intertextuality is useful for audiences as it gives a form of escapism in the form of enjoyment and familiarity.


Andrew Goodwin (1992)- Dancing to distraction

*1. Genre characteristics (Distinct in terms of mise en scene)
*2. Relationship between music and the visuals (fast paced editing , lacks continuity)
*3. Relationship between lyrics and visuals (What is sung is what you see)
*4. Voyeurism and notion of looking/screens within screens (The pleasure of looking at something and fetishism/ lot of use of mirrors, glasses and glass)
*5. Star image and brand (Will create an image for artist , denoted in Mise en scene)
*6. Intertextuality to film and other texts (Homage to other media products

1.

This video is stereotypical of the pop genre, there are lots of bright feminine colours such as pinks and baby blues which match the upbeat tempo. The stereotypical storyline for a pop song centers around the idea of utopia which is denoted in the use of high key lighting, in 0.33 you can see how this is intended to appeal to young females due to the mise en scene reflecting that of a teenage girls bedroom. The video as a whole appeals to a young audience as it is believed that they are most likely to be a fan of that genre - the set that the video has been shot on looks rather childish as a result.



2.

There is a strong relationship between the visuals and beat of the song as upon every drum beat a triangle appears or disappears from the screen. This repetition is symbolic of that of the music as continuously throughout the music and beat stays the same. There is also elements of other conventions mentioned by Goodwin such as voyerism what with the video being both a screen within a screen and also reflections of the artists appear with each change on the screen.

3. 

The song featuring in this music video is called 'Heres to never growing up' which is why the lyrics relate so strongly to the visuals, to start with the music video is set within a school which implies that those cast are of school age which relates to not wanting to grow up. There is also an aspect of intertextuality when Avril Lavigne says 'singing radiohead at the top of our lungs', however primiarily at 0.59 seconds the visuals to support show her singing although not the song she is referring to - it still relates. At 1.09 seconds the song mentions running which is then shown in the video even if not down the street as was sung. The mise en scene in the video is perfectly reflective of the rebellious nature of the song, showing the main artist in what would be deemed punk rock clothing, props such as the boombox represent the lyrics as Goodwin suggests.



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