Intertextuality & Postmodernism; Lady Gaga - Telephone

I decided to look at the use of intertextuality in Lady Gaga's music video; Telephone. Lady Gaga is known for including many intertextual references in her miusic videos and is es one of the key influential figures in cultural society today. Her videos often have little sense to them, and are hard for the audience to understand the reasoning, but this is also one of the reasons she's so popular as no one knows what to expect next. This particular music video is over 9 minutes long and is very much narrative based.

In this particular video, she and director Jonas Akerlund were directly inspired by Tarantino’s pop-art aesthetic and this is reflected through the strong colours and cartoon feel. It's shown right at the beginning where the video has opening titles reading 'Streamline Presents, Telephone, Starring Lady Gaga and Beyonce, and Tyrese Gibson' even before we see Lady Gaga herself. This sequence appears to be similar to a film or television episode opening, which suggests a blurring of the line between reality or truth, and hints that this video will be more than the average one.

The pop art style of the video, fits with Lady Gaga's pop image as a brand. There is also the use of subtitling and other text on screen which isn't a convention within most music videos, identifying Lady Gaga as unique and willing to push boundaries. The video alternates between Japanese and comic book-style subtitles, channelling Roy Lichenstein and Andy Warhol. She was inspired by Warhol's exploration of mass consumer culture and advertising , so Gaga and Akerlund challenged the gender stereotype of the "perfect housewife" portrayed heavily in 1950s pop culture, using Wonder Bread and Miracle Whip (like Warhols 'Campbell Soup' can).The art element is strong in the music video, and throughout the parts where there is no singing, the editing seems to follow the rules of continuity which also breaks the conventions of music video. 

The video is a follow on from Lady Gaga's previous music video 'Paparazzi' where she gets arrested for killing her boyfriend. This shows a strong sense of identity, and a building of a narrative as she continues the theme throughout more than one video. It builds her up as a character which adds to her appeal.

Towards the end of the video, there are intertextual references to a news station where there is a report on Gaga & Beyonce being on the run. There is also a radio announcement in the video. The video is very American with shots of diners, motel rooms and outfits with the American flag on. Her outfit is very Wonder Woman-esque (a DC Comics superheroine who was created in the early '40s and was regarded as the model of the feminist movement) suggesting Lady Gaga is the modern-day Wonder Woman. The wonder woman theme is also continued through  the chained clothes she wears in the prison sequence, because Wonder Woman is often depicted as being chained by male villains and having to break free of their power and control. Also by having Beyonce (who is a major US popstar) feature in the video and feature on the song as well, she is creating a synergy between the two artists and therefore her market is widened as Beyonce's fans will want to watch the video/buy the song as well.

TV News Station:

American Motifs:

The influence from Tarantino also came into the video through the prescence of the 'Pussy Wagon' from 'Kill Bill'.  Lady Gaga is a controversial artist, and by putting the car into her video she is likening herself to the character from 'Kill Bill' who is trying to get revenge on those who wronged her, suggesting Gaga is doing the same within the video. Also, whilst in the car Beyonce feeds Gaga a Honey Bun (a Pulp Fiction reference, which also fits with Beyonces's "Honey B" nickname in the video). As the women drive off there is also a similarity to Thelma and Louise. The video has a strong sense of feminism as she is trying to break the stereotypes of women in the pop music/music video industry today. In the prison it is women who are restraining her, and in the dance sequences she is surrounded by men, subverting the 'norm' and defying expectations of the representation of women in today's society. In this way Lady Gaga is idolised and admired for her strength and independence.