Intertextuality

Abstract

Abstract Intertextuality is a term that indicates that all texts, whether written or spoken, whether formal or informal, whether artistic or mundane, are in some way related to each other. It is a particularly apt term to understand current media culture, with its ever increasing abundance of images, sounds, characters, and stories. The term comes from literary studies but was taken up by critical media scholars in the 1970s and 1980s to examine particular popular genres. Currently, the term has found some currency among media psychologists as well. In this entry, the provenance of the concept of intertextuality is described, using James Bond and Lady Gaga as iconic examples. Further, various levels and dimensions of intertextuality are explained. It is shown how intertextuality is an intentional product not only of artists, writers, and media producers but also of particular processes of interpretation and reading.