Intertextuality is an idea theorised by Julia Kristeva, who states "any text is the absorption and transformation of another". This means that media texts can be influenced by eachother and no media text stands alone. There are constant references to a variety of media texts. For example:
Avril Lavinge's music video 'Alice' is a direct link to the novel "Alice in Wonderland" as well as the 2010 film.
Another example is Iggy Azaelea's music video 'Fancy' which is a clear reference to the popular 90's film 'Clueless'
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