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Intertextuality

Definition: The shaping of texts' meanings by other texts. Notion introduced
by Julia Kristeva . Kristeva argued against the concept of a text as a
isolated entity which operates in a self-contained manner and states that:
"any text is the absorption and transformation of another" Bit
Heavy
Definition Every text (and we can insert any cultural object here: image,
film, web content, music etc.) is a mosaic of references to other texts,
genres, and discourses. More Like It! Where a text alludes to, or
references, another text
Some texts refer directly to each other – such as in 'remakes' of films,
extra-diegetic references to the media / society in the animated cartoon
The Simpsons , and many amusing contemporary TV ads. The
interpretation of these references is influenced by the audiences’ prior
knowledge of other texts.
Audience Pleasures This particularly self-conscious form of intertextuality
credits its audience with the necessary experience to make sense of such
references and offers the pleasure of recognition. By referring to other texts
and other media reminds us that we are in a mediated reality. This runs
counter to the dominant 'realist' tradition which focuses on persuading the
audience to believe in the on-going reality of the narrative.
More Heavy Theory In 1968 Barthes announced 'the death of the author'
and 'the birth of the reader', declaring that 'a text's unity lies not in its origin
but in its destination' - in other words there is no longer such a thing as an
original text – very postmodern . This highlights how interpretation lies with
the audience – that it is subjective - it is the audience that creates meaning.
Something Else to Consider The notion of intertextuality problematizes the
idea of a text having boundaries and questions the dichotomy of 'inside'
and 'outside': Where does a text 'begin' and 'end'? This again is
postmodern