Intertextuality

Intertextuality is a way in which one media text is referred to in another.
Intertextuality is usually used in music videos to create a familiarity with the video to the audience making the new product equally as recognisable and familiar
.
Intertextuality is also a way of showing admiration toward an artist or their work.

An example of intertexuality can be seen in Robbie Williams music video 'You Know Me' as the visuals show the singer's mis-en-scene include him dressed as a rabbit which links to 'Alice in Wonderland'.By doing so the artist creates a link between the two media products which the audience will become familiar with.