Part I Intertextuality The semiotic notion of intertextuality is associated primarily with poststructuralist theorists. Each media text exists in relation to others. In fact, texts owe more to other texts than to their own makers. Texts are framed by others in many ways. Most obvious are formal frames: a television programme, for instance, may be part of a series and part of a genre (soap or sitcom). Our understanding of any individual text relates to such framings. Genre theory: Within semiotics genres can be seen as sign systems or codes - conventionalized but dynamic structures. Each example of a genre utilises conventions which link it to other members of that genre. Such conventions are at their most obvious in 'spoof' versions of the genre. Links also cross the boundaries of formal frames, for inst....

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