Textual intertextuality and commercial branding are two poles of one derivative logic

Evidence

The true dynamism of the derivative media, however, is what happens in between these successes and failures, in the constant textual negotiation of influence and reference. 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