Intertextuality

Intertextuality theories: 

• John Stewart says that: Most modern media incorporates, raids and reconstructs.
• Julia Kristeva says that: Any text is the absorption and transformation of another. 

Both of these theories suggest that every idea of modern media id an adaptation of a previous piece of media, and example of this could be MTV, this being the first music channel, then many others soon followed such as, 4 Music VH1 and Viva.

The promo I have chosen to analyse is 'Material Girl' by Madonna.

In this video Madonna has take A LOT of inspiration from a Marilyn Monroe song, there are very few differences between the two videos, in this shot we see Madonna surrounded by a group of men in suits, this could suggest that she (like Marilyn Monroe) is desired by the majority of the male population at this point in her career.  

In this shot we see Madonna being carried by the men in suits, emphasise her wealth in a way suggesting that money is power, you could also say that she may be exploiting the men because of the wealth of how she was viewed back when she made the video.

This shot is again showing Madonna surrounded by the men in suits, all of these shots show a great deal of femininity as there is a lot of the colour pink around, suggesting that she is extremely feminine.  

Again Madonna is surrounded by the men in suits, but this time they are in more of an order, suggesting that she can control the men, or there are the to add emphasis to the song, e.g. the song is named material girl so she may view the men as possessions rather than people.

We see Madonna with an actual material possession in this shot, which looks to be and expensive piece of clothing, which again adds emphasis to the song lyrics, 'and I am a material girl'