Mediálne texty ako neskolaudované križovatky (k samoúčelnosti intertextuality v textoch populárnych médií)
Media Texts as the Crossroads without a Final Approval (On the Notion of "Purposeless Intertextuality” in the Popular Media Texts)

Summary/Abstract: Media texts are widely theoretically characterised by concepts of polysemy and the excess of meaning. In postmodernity, these two features are significantly strengthened by “obligatory” presence of various intertextual references. However, those references often play the role of mere complements, irrelevant for the preferred reading of the text. It seems that many intertextual bonds are created just “for effect”, or even unconsciously, under the pressure of the postmodern discourse. Moreover, the intertextual references frequently are (or have to be) semantically emptied and they act merely as means of the formal evoking of an atmosphere, emotion, etc. of the original text. The consistent reading of such allusions could even undermine the preferred interpretation of a text. Therefore, such linkages of texts could be labelled as the “purposeless intertextuality”. The aim of this paper is to contribute to the cultivation of theoretical and methodological reflection on the issue.

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