Media Theories

Intertextuality/ Parody/ Pastiche.

This is when artists link their music video to another text from any media source and fusing them with their own ideas. This can be to pay homage to another text; for example, using quotes from a famous film or television program to show your respect to that piece of work. However, it might also be used to make fun of a text; such as using a famous quote, but slightly altering it to make it humourous.

For example, Romeo and Juliet references in "Love Story" by Taylor Swift

Voyerism.

When an artist or performer is viewed unknowingly, for audience pleasure- normally male indulgent.

Objectification.

Seeing the body as an object and not related to the thoughts and feelings of that person. This is typically used on women, however men have recently become more objectified as women have become more powerful in the music industry.

Star Persona.

An artist portraying image of themselves to create an identity that the audience recognises, however this is not the artists real personality.

Empowerment.

Turning objectification on it's head and giving women control of their body. Often used by female artists to send good messages to their young female audience.

Commodities.

Using an artist's brand to promotes products in the music videos. such as drinking as certain drink or wearing certain clothes.