The Communication Phenomenon "Barbie": Postmodern Intertextuality in the Culture of the Metamodern Era

This work explores the role of postmodern intertextuality in the film "Barbie" (2023) directed by Greta Gerwig, considering it in the context of changing cultural paradigms from postmodernism to metamodernism. The research analyzes the theoretical foundations of intertextuality in postmodernism, its evolution in the era of metamodernity, as well as the features of its application in cinema. Special attention is paid to the influence of intertextual references in the film "Barbie" on its perception by the audience and the dissemination of information about it through informal communication channels (Word-of-Mouth, WoM). The empirical part of the work is based on the results of an online survey of 530 respondents who watched the movie "Barbie". Data analysis revealed that intertextual references were noticed by the majority of viewers, but did not have a significant impact on their assessment of the film. However, they played an important role in stimulating discussion of the film and its recommendation, confirming the hypothesis that the postmodern intertextuality in the film "Barbie" plays an important role in spreading information about the film through WoM. The results of the study allow us to conclude that intertextuality, despite its postmodern nature, can be an effective tool of film communication in the era of metamodernism, contributing to a deeper immersion of the viewer into the plot, expanding its interpretative field and stimulating informal discussion.