ELEMENTS OF INTERTEXTUALITY IN MEDIA NARRATIVES

Abstract. The article examines the role of intertextuality in media narratives, with a particular focus on key elements such as reminiscence, allusion, paraphrase, collage, and hypertext, which facilitate the creation of multilayered messages capable of integrating media content into broader cultural and social contexts. A significant component of the study is the analysis of citations, regarded as one of the main tools for strengthening narratives by referencing authoritative sources, including classical literary works, political figures, and musical compositions. These references, in turn, lend additional weight and credibility to media messages. This approach underscores the importance of citations for the flexibility of media narratives, enabling them to adapt swiftly to changes in socio-political environments. Furthermore, special attention is given to how other elements of intertextuality, such as allusions and collage, contribute to the formation of new semantic connections that enrich media messages and enhance their versatility. This study highlights the significance of these tools in fostering cultural processes and civic consciousness in the modern information age, emphasizing the high social relevance of the topic in the context of contemporary media practices.