Paid brand relationships have replaced literary quotations as intertextuality’s sources

Evidence

For philosopher Julia Kristeva, who coined the term intertextuality, “any text is constructed as a mosaic of quotations; any text is the absorption and transformation of another.” Similarly, her contemporary Roland Barthes proclaimed that “the text is a tissue of quotations drawn from the innumerable centres of culture.” Kristeva and Barthes were primarily concerned with literature; in our digital world of constant textual bombardment, the quotations we experience are often paid brand relationships and the mosaic is a synergistic corporate strategy for managing IP. — Andrew deWaard, Derivative Media, 33

Categorization

• DEFINE: Grounds intertextuality in its Kristeva/Barthes origin before tracking its financial reframing.