intertextuality

Intertextuality is when refrences, images, narratives or ideas are taken from one media and put into another. There are 3 different types of intertextuality; homage, pastiche and parody.
An example of homage intertexuality would be from 'Madonna-Material girl' which took images and ideas from the film 'gentlemen prefer blondes' in particular Marylin Monroe's song Diamonds are a girls best friend.

http://www.youtube.com/watch?feature=player_embedded&v=hUngb7Mbzn8

Madonna copied this imagery exactly by using almost exact replicas of costume, similar hair, make up, setting, props and copying the same routine.
This is a form of flattery as in the 50's marylin was a very well known singer and actress who was an incon to many and was someone people desired to be. Madonna copied this video as she wanted to be like her as well as creating publicity around the video.

Pastiche is using the imagery of one text to make a comment about another. This is also another form of getting the music videos noticed.
In 2005 The red hot chili peppers video for 'californication' borrowed lots of ideas from the world of video games.
Californication did not copy one idea, but i range of imagery from a general selection of games. Games that can be identified in the video are references towards GTA and extreme sports style games. The band have been cleverly involved into the shots by making CGI of each member as a character in a game. Overall the video does this to promote as well as  making people aware of the video game industry and its growing rate.

(Screen shot form GTA)

Parody’s are used to mimic a media text. These are usually humorous and create the most publicity. They will exaggerate parts of the film in order to do this.
An example of a parody in film, rather then the music industry is films like 'Scary Movie' This is because they copy plots, conventions, and characters and exaggerate these conventions in order to take the mickey out of serious horror films.