intertextuality

Definition:

The shaping of texts' meanings by other texts.




Notion introduced by Julia Kristeva,

Kristeva argued against the concept of a text as a isolated entity which operates in a self-contained manner and states that any text is the absorption and transformation of another

Every text (and we can insert any cultural object here: image, film, web content, music etc.) is a mosaic of references to other texts, genres, and discourses.