ABSTRACT
The chapter introduces the ideas of entextualization and intertextuality and argues that literally every media product reader encounter is a mixture of the ‘voices’ of many different people. It explores in more depth the ways in which media producers manage this mixing of voices and position themselves in relation to the voices that they borrow. The issue of production formats essentially involves the question of ‘who is speaking’ in a text. In face-to-face communication, the question of ‘who is speaking’ seems rather straightforward; we expect that people who engage in a conversation are the ones who composed the utterances and the utterances represent what they think. But this is not necessarily the case.
