Intertextuality Definition
"Intertextuality is the shaping of texts' meanings by other texts. It can refer to an author’s borrowing and transformation of a prior text or to a reader’s referencing of one text in reading another." Wikipedia
"Postmodern texts deliberately play with meaning. They are designed to be read by a literate (ie experienced in other texts) audience and will exhibit many traits of intertextuality. Many texts openly acknowledge that, given the diversity in today's audiences, they can have no preferred reading (check out your Reception Theory) and present a whole range of oppositional readings simultaneously. Many of the sophisticated visual puns used by advertising can be described as postmodern. Postmodern texts will employ a range of referential techniques such as bricolage, and will use images and ideas in a way that is entirely alien to their original function (eg using footage of Nazi war crimes in a pop video)." http://www.mediaknowall.com/
"Postmodernism - What's that then?"
"A currently popular (I hesitate to say fashionable although intellectuals do have fashions) intellectual concept. It is used as a way of grouping and describing the styles of thought and culture attracting most critical attention during the final few decades of the twentieth century. It is sometimes affectionately referred to as 'pomo' by people with beards. 'Postmodernist thought' has caused a revolution across all academic disciplines, from Physics to English via Geography. Postmodernism offers a different way of both constructing and deconstructing ideas." http://www.mediaknowall.com/
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