Intertextuality through the video clip

Abstract

This study analyzes from a musicological approach the different possibilities that technology provides to a variety of creators when interacting with existing products from the music industry. Consumers contribute to new features appearing, when these users start at the same time to create new content. They generate information and add value to that provided by the recording industry. This study intends to show how, from a music video, other forms of expression arise that transcend beyond mere musical content. We will observe new semiotic processes through which the parameters of a specific business object can condition the meanings of others. Thus, we are in a time when new media may use meanings which other existing products provide them indirectly with. In turn, they will become part of the intertext which will continue linking them to others yet to come.