1. Intertextuality - Referencing other pieces of media text inside a piece of media eg a man could be drinking a can of Coca Cola on EastEnders.
2. A theorist, Stewart, suggests that visual music video references come from many sources, but the main three are usually cinema, fashion and art photography.
The reason why intertextuality is used by music artists is because not everyone finds a reference, so the people who do may feel like they are part of an elite group. Another reason could be so that the audience can have a particular identity with the text.
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