Intertextuality And Post Modernism

Postmodernism 

Postmodernism can be defined as the collapse of distinction between the real and simulated and the blurring of boundaries between the physical world and its signification in society and culture. In a simplistic sense we could argue that early man’s use of smoke signals was a form of post-modernism. The relationship between what is being signified and what is actually meant is in this sense arbitrary i.e. only understood because of a common consensus on what symbols means not because there is any connection the form or pattern and meaning. In a more contemporary context post-modernism can be seen in the way in which media texts play with their own status and conventions. In this sense, they acknowledge the arbitrary nature of the meaning that is being communicated. 

Intertextuality

The music video is often described as a ‘Post-Modern’ form, a slippery term which is often used to describe intertextuality., one of post-modernism’s more easily definable features. Broadly, if we see music promos as frequently drawing upon existing texts in order to spark recognition in the audience, we have a working definitions of intertextuality. Not all audiences will necessarily spot a reference and this need not significantly detract from their pleasure in the text itself, but greater pleasure might be derived by those who recognise the reference and feel flattered by this. Arguably, it also increases the audience’s engagement with, and attentiveness to the product, an important facility in a culture where so many images and narratives compete for our attention.

Madonna whom is featured in her music video above wearing a 1930’s corset. This corset was worn by a model for a famous photoshoot highlighting how instantly shes incorporating features from other sources. Horst took a photograph of on a photo shoot . Madonna did not ask his permission to imitate this pose in her video though, insisted on using this idea to emphasise the glamorous lifestyle that she so desperately wanted. This is just one example of intertextuality found in her videos there are many more videos and many more examples. In the image below you can see that Madonna (whom is featured on the left) is immitating poses of famous film stars such as Marilyn Monroe , Veronica Lake and Marlene Dietrich. The video had been edited to look like a 1930’s black and white Hollywood film rt deco art movement to enhance these concepts.

I personally feel that this music video is trying to prove Madonna as a persona, as not only is she saying that this is her in the Vogue Music Video a huge celebrity she is also suggesting that she is a prized asset and deserves to be held in the same breath as individuals such as Marilyn Monroe, Veronica Lake and Marlene Dietrich stereotypically luxurious and particularly Monroe who was considered to be the best looking woman on the face of the planet at one point. However intertexuality also helps Madonna create an image of class within this music video, Madonna is almost filmed as if she's having a Vogue photo shoot an extremely desirable magazine adored across the world. Overall, I feel that Madonna is trying to highlight that she fits in to any situation and persona that is adored by the general public and she personally feels that she should be desired as Marilyn Monroe was etc.