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2016, vol. 13, iss. 35, pp. 257-264
Musical conception as an auditory text and a means of conveying messages within the mass-media radio discourse
University of Arts
Keywords: radio; music; auditory text; language; mass-media discourse; playlist; auditorium; indexing system; listeners; audience
Musical conception of a modern commercial radio determines the discourse of that mass medium. Music on the radio acts as an auditory text and it represents the main means of sending clearly outlined and unique messages to the audience. Contemporary radio audience is a specific collective likened in some parts to a modern society (McQuail, 1976: 18), and musical conception/database serves as a kind of indexing system. Through its playlists, radio sends messages that may allude to various social activities, and by influencing the consciousness of listeners it moulds a sense of their reality. In addition, music playlists point to a specific timbre and format of the radio station. Music on contemporary commercial radio is treated as an auditory text that is focused on psychological fulfilment and personal taste, and it has a definite impact on the lifestyles, values and needs of the audience. Whether it is an attempt of influencing or shaping the audience, imposing false needs, or the opposite -responding and reacting to clear demands of the target group, commercial radios use music playlists as auditory texts which constantly create and implement new models of communication and interaction.
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article language: Serbian
document type: Review Paper
DOI: 10.5937/naslKg1635257K
published in SCIndeks: 02/02/2017

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