intertextuality

Intertextuality is the way in which one media text is referenced in another.  Intertextuality is the meaning behind images and text in music videos. Some music videos have deep meaning behind them where as some have a concept that they follow.

Digipak analysis

The genre of music is more POP rather  than R&B this is because is more pure, brightly coloured and less sexy. Also it seems to be targetted a more teen audience who are into POP rather than R&B. Straight away you can tell that the target audience is female because of the use of the colour red and also the flowers. Shot types used are close up shot of Rihanna's face, to show her in a pure and delicate way which would target a female audience. Where as if it was for a male target audience it would be more revealing and sexy. In the inside of the digipak there is a big long shot of Rihanna laying in a bush of flowers. Rihanna is dressed in a white dress which symbols purity, however her hair is bright red which also matches the colour of the roses.

Questionnaire & Results

Gender?

Age?

Where do you live?

Favourite genre of music?          

Favourite artist?

Which type of music videos would you prefer narrative, concept or performance based?

Where do you shop for clothes?

What was the latest music video you’ve seen?

The song I am planning to use for my music video is rap song called ‘water’ by French Montana.

Would you prefer calm song or a hyped up song?

What do you look for in a music video?

Which would you prefer Knightsbridge or Kilburn?

Popular Culture

Theodor Adorno believed that big institutions keep creating false needs for people, in which people believe they need without really thinking. What Adorno said is true for some genre such as rap where rappers portray their rich lifestyle and force people to believing it is easy to do which then makes a lot of young people feel as if they need to have that lifestyle.

However Dick Hebdige believe that audience have the choice to buy what they want and change want they feel isn’t working and that it isn’t the institution. Hebidige thought that major companies will inveitably attempt to assimilate this resistance by attempting to provide products which these audience of subculture will consume.


Reflecting from both theories I believe that both theories are correct however they both apply to different music video genres. Hip-hop genres tend to go with Adorno theory as they are more controlled by the institute where as other genres like POP music are more based on the audiences opinion and feedback.