Audiences come with background knowledge across all media platforms, not just music videos. This allows producers of music videos to reference other media texts within their video.
Goodwin argues that intertexuality in music videos there are always intertextual references to other music videos. films or TV.
Where Stewart said that there are always visual references including cinema, fashion and photography.
Not all audiences will spot the reference, singling out those who do, making them feel special, important and more connected wih the artist and their interests.
Because so many music video directors started their careers as film graduates, they draw upon cinema as a starting point, therefore making intertextuality a common feature.
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