What is intertextuality?
Intertextuality in media refers to the use of references or allusions to other media texts or popular culture in a particular media text, such as a film, TV show, or advertisement. It is a way for media creators to connect their work with the larger cultural context and to create meaning through reference to other works. Intertextuality can range from direct references or parodies to more subtle nods or Easter eggs that only a knowledgeable audience will recognize. In media, intertextuality can also refer to the use of existing characters or storylines from one media text in another, such as the adaptation of a book into a film or TV show. The use of intertextuality in media can enhance the audience's understanding and enjoyment of a particular text and also create a sense of connection to the broader cultural landscape.

Examples of intertextuality:
For example in "Formation" by Beyoncé. In this music video, Beyoncé references the aftermath of Hurricane Katrina and the Black Lives Matter movement. The video features images of a flooded New Orleans and a young boy dancing in front of a line of police officers, alluding to the police brutality that has sparked protests. Another example of intertextuality can be found in "This Is America" by Childish Gambino - This music video is full of intertextual references to other events and cultural touchstones. For example, Gambino's dance moves resemble those of Jim Crow caricatures, while the video as a whole references the Charleston church shooting and the Black Lives Matter movement. Another example"Thriller" by Michael Jackson - This iconic music video references classic horror movies like "Night of the Living Dead" and "An American Werewolf in London." It also features a voiceover by horror legend Vincent Price. A final example can be Lady Gaga's "Telephone". In this music video, Gaga makes multiple references to Quentin Tarantino's directing style with many of the shots, costumes, and settings resembling scenes from his movies. She makes references to his movie "Kill Bill" with Gaga dressed in a yellow jumpsuit like the one worn by Uma Thurman's character in the movie and the truck they drive is called "Pussy Wagon". There are also references to Tarantino's "Pulp Fiction" when Beyonce refers to "Honey Bee" referencing "Honey Bunny" in the movie.

Why is intertextuality used and why might it appeal to audiences?

Intertextuality is used in media for several reasons. First, it can add depth and richness to a piece of media by drawing upon and referencing other texts, which can create a sense of interconnectedness and meaning. It can also be used to appeal to an audience by tapping into their existing knowledge and understanding of other texts, which can create a sense of familiarity and comfort. Additionally, intertextuality can be used to critique or comment on other texts, which can add a layer of complexity and nuance to the media.

Intertextuality can appeal to audiences because it can create a sense of engagement and participation. By referencing other texts, media can invite the audience to draw connections and make associations, which can create a sense of intellectual satisfaction and accomplishment. It can also appeal to audiences by creating a sense of shared knowledge or experience, which can foster a sense of community and belonging. Finally, intertextuality can appeal to audiences by tapping into their nostalgia or appreciation for certain cultural artifacts, which can create a sense of pleasure and enjoyment. Overall, intertextuality can be a powerful tool for creating meaning, engaging audiences, and fostering cultural connections.