Intertextuality

This refers to the process where one media text may take ideas from another existing text, it may be a carbon copy, a pastiche, a parody or a homage (for example a music video man borrow elements from a well known film)

This borrowing of images, narratives, etc and reconstructing them can be seen as “post-modern”

An example of a music video that uses intertextuality is,

Robbie Williams “Let Me Entertain You”

In this video Robbie Williams has made a reference to "Kiss" with the black and white face paint he has, and there is also a reference to Ozzy Osbourne as Robbie holds a Dove with agression, and once when Ozzy wasn't "right in the head" bit the head of a Dove.