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Intertextuality- Nike Campaign Grade 11 2022-23

Intertextuality is a complex and contested term. It was first used (in French) by Julia Kristeva in the 1960s, even if the notion, in some form, pre-existed Kristeva by centuries. The language of those literary theorists who write about intertextuality can seem frighteningly formidable, at least to this writer. Mention of intertextuality throws up a range of vexing questions: What, for example, is originality, and where does originality begin? Can meaning ever reside independently in a text, or is all meaning relational, intertextual, and thus always receding out of sight? And if all meaning is interdependent – text to text – can we say anything for certain about a text, or does anything go? Does it even make sense to refer to literary ‘works’ as unitary entries?

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