Target Audience Theories - John Stewart's Theory

"Incorporating, raiding and reconstructing" is essentially the essence of intertextuality, using something with which the audience may be familiar to generate both potentially nostalgic associations and new meanings. It is perhaps more explicitly evident in the music video than in any other media form, with the possible exception of advertising.
In other words, Intertexuality is where media texts (such as music videos) reference other media texts, especially films, video games, fashion and photography. This is John Stewart's idea that music videos in particular uses many conventions seen in other media texts to generate a new interest in something that already exists. It can also be where a media text has taken an older one and re-invented it. This is a good way to create more interest around the product as the audience will recognise the reference and can relate to it. It may also link two different audiences together creating one larger one.

There are several examples of Intertextuality in the music industry today. Here are a few:

Beats merch in 'BR' by Lady Gaga

Lady Gaga and Nicki Minaj- Beats
Lady Gaga and Nicki Minaj have Dr. Dre's Beats product line of electronics featuring in their videos as they have partnerships with him. He also frequently features in some of their songs and subsequently his product line has a firm place in more than one artist audience.



Madonna- Gentlemen Prefer Blondes

Madonna's Material girl.

Madonna's Material Girl video plays on a reference from the film Gentlemen Prefer Blondes and the character Marilyn Monroe plays. There is an archetype of famous and successful Blondes who are very materialistic and will use their attractiveness to attain what they desire. In this case, the song in the film is named "Diamonds are a Girl's Best Friend".


Eminem- Robin from DC's Batman comics

Eminem as "Rap Boy"

Eminem and dancers in the song "Without Me" dress up as various superheroes from the DC universe of comics and films. The whole video is stylised as if it was a comic with features from comics such as black boxes, vibrant colours and large speech bubbles/action boxes.

APPLICATION TO MY PRODUCT:
The only Intertexuality in my chosen song, Habits (Stay High) by Tove Lo is the line which says "Binge on all my Twinkies". Despite being a Swedish singer/songwriter, Twinkies are an Amercian brand of sponge cake, about the size of a small chocolate bar. It isn't a particularly healthy snack and emphasises the characters bad habits/unhealthy lifestyle. Nevertheless, by placing this reference in her song, she automatically appeals or at least makes a nod to her American audience. This will be taken into account when replicating the video for myself.