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Megatextuality: Re-enunciating media intertextuality in the age of global media discourse

  • Mehita Iqani

ABSTRACT

This paper seeks to re-negotiate ideas of media intertextuality in the context of theories of global media discourse. The paper starts by discussing in some depth "intertextuality" and the relevance of the concept to media studies, both methodological and theoretical. As an illustration of this, intertextual readings of a group of consumer magazine covers are made. Next, the paper addresses the context of intertextuality, which is argued to be the situation of a globalised media system. Next, the theory of "global media discourse" as related to magazines, is explored. Here, the paper references the work of Machin and Thornborrow (2003) and Machin and Van Leeuwen (2003, 2005, 2007), which focuses on the global discourse schemas of Cosmopolitan magazine. It is then argued that the perspective of globalised media discourse requires linking to the concept of media intertextuality and that, if this is achieved, the former could extend the latter by providing a focus on the multimodal mechanics of global discourses which thrive in the late modern globalised media system. The paper concludes by proposing that the relationship that exists between the two sets of ideas can be summarized in the term "megatextuality".

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