Intertextuality

Intertextuality is the term used to describe references made to other media texts.

Idea/image borrowed or repackaged from other texts into another piece of work. This can carry a theme, or can allow people to relate the new piece of media to the intertextually linked piece of work. This can be used to have a humourous effect, or can carry a more serious message.

The use of intertextuality puts some members of the audience in a privileged position, as some may notice the link made to a previous piece of work, and would be 'in on the joke' .However, the text can still be understood by others unaware of the intertextual reference