Examples of intertextuality
As you can see, these image share similar qualities. The colours are largely similar, as are the props and costumes. Madonna (on the left) referenced the iconic Marilyn Monroe in her music video. This is a prime example of the use of intertextuality to convey meaning.
Quentin Tarantino used intertextuality to reference the 1978 film Game of Death. This added to the Japanese feel of the film, despite it's American background. Of course the abundance of samuri swords helped communicate the intention aswell.
Intertextuality is also used in advertising to convey meaning. Here carlsberg has depicted a pearl in a clam using bottle caps, and a drop of their beer. This gives the impression that the beer itself is valuable and precious, which is explained in the tagline "Probably the best beer in the world".
Why so Intertextual?
Referencing the past, other cultures, stories or elements of reality through intertextuality has become a huge part of media culture. This is inevitable at this point in the time line of the ever-evolving world of media. Take the example of Madonna's reference to Marilyn Monroe. Within media, once one thing has been done, other people will try to make it better. This is how new genre's develop. In a way Madonna tried to do a similar thing by recreating Marilyn Monroe through herself, changing aspects to make it her own. Future artists will go on to reference her in a similar way.To look at it another way, simple references to pop-culture add another dimension to the media from the audience's point of view. Reminding them of past experiences and feelings, creating inception. In it's won way referencing itself has become pop-culture, adding a level of intelligence and ingenuity to media.
The reason why audience crave certain references is the same reason why people still listen to the Beatles, or sit down and watch old movies from their youth. It reminds them of a given thing, or time. Unlike many other devices within media, intertextual references have a level of subjective meaning.
