10.11

 our understanding of media products comes from other media products - intertextuality 

intertextually is the shaping of the media product's meaning through referencing another product. products provide context within which other products can be created or interpreted - reflecting the fluid boundaries of genre convention 


intertextuality allows us to see the media in a different perspective 

example of a double mode of address - simpsons has many rude jokes but primary TA is young teens - allows media products to adopt a double mode of address - secondary TA of adults 

provides audience with a funnier meaning 
allows the audience to feel pleasure through feeling smart from getting a reference 

without intertextuality we would view each media product as completely new, struggling to interpret it on its own terms
both audiences and producers make use of intertextual references