The term Intertextuality refers to the process of creating references to any kind of media text via another media text. This means that different types of media such as film, television, music and many other different formats link to one another in an way. 

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An example of intertextuality in music videos which make references to film, is the video 'You know me' by Robbie Williams. 

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This video features the artist being taken to an ‘Alice in wonderland’ style setting with Robbie Williams dressed up as the rabbit from the film. This creates intertextuality between the film and his music video. Also at the end of the video there is a shot of the artist in the Metro-Goldwyn–Mayer trademark lion replaced with the rabbit character which is a connotation of popular films as they feature this trademark. This will link Robbie's song to the Alice in wonderland film which helps to promote each other by reaching out to new audiences. 

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Another example of intertextuality in music videos are the link with the lyrics in 'Love story' by Taylor Swift. This makes references to the Shakespeare story of 'Romeo and Juliet.  

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The lyrics of this song talk about Romeo and Juliet. This video is made to look like a modernised version of the story, relating more to the lyrics of the song. This link to the traditional story of Romeo and Juliet is seen within the mise-en-scene as it follows the same narrative and includes similar elements of mise-en-scene. For example, the type of costumes worn in the video are similar to outfits that would have been worn at the time Romeo and Juliet was made. This is also portrayed through the setting of the formal dance set in a ballroom which would have took place of the time of Romeo and Juliet however formal dances in ballrooms don't take place as much anymore so shows a link to the original play which was written in 1597.

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By using intertextuality it helps to promote a media product in different formats which helps attract different target audiences and enables the audience to make links between the different media platforms.