MULTIMODALNO ČITANJE MUZIKE

As a dimension of an overall experience, the contemporary popular music offers a space for dynamic realization of the interaction of different media. As a multilayered and complex concept that evolves continually, popular music needs a recognizable matrix for the analysis of its meaning. The aim of this paper is to set a concept of sociolinguistics of music as a means of reading through popular content, within the frame of the critical theory with particular emphasis on its multimodal justification. The focus of the research is multimodality genesis, as well as understanding and interpretation of sociolinguistics of music through the analysis of the artist’s social engagement. By equalizing the importance of the narrative, (audiovisual) visual, musical, and non-musical level of meaning in the popular contemporary music, the analysis goes beyond the known concept of popular text. With the possibility of being interpreted by the means of sociolinguistics of music and viewed through the perspective of multimodality, the contemporary music becomes a complex content. Readable as a language in the context of modern communication, the contemporary music is translatable by the mechanisms of visual literacy and grammar, thus being affirmed and developed as a complex product of the modern cultural industry.