Intertextuality operates on both textual-reference and commercial-influence axes.

Evidence

Derivative media operationalizes intertextuality. On one end of the spectrum, figurative devices such as allusion, parody, satire, and homage create constellations of textual reference and influence; on the other, commercial devices such as product placement, brand integration, branded entertainment, and native advertising deliver consumer influence. The latter typically involves a direct transfer of money, while the former often enacts an indirect exchange of cultural capital. The key to this exchange is the interplay between these two forms of “derivation,” the textual and the financial. — Andrew deWaard, Derivative Media, 168

Categorization

• XREF: This dual-axis reading of intertextuality (textual vs. financial derivation) connects directly to the reader’s core question about whether finance shapes textual form or merely correlates with it.
• DEEPTHINKING: The claim that textual derivation and financial derivation are in interplay, not parallel, is the theoretical linchpin for whether the book demonstrates causation or correlation.