: 20-24
Lviv Polytechnic National University
Faculty of Education and Socail Work Thompson Rivers University, Kamloops, BC Canada

The relevance of the chosen subject area is determined primarily by the complexity of structural, semantic and communicative organization of the media text phenomenon due to its sign character, plurality of sign systems, correlation of the author and his audience in terms of understanding and decoding textual information, lying in the planes of different approaches to defining the media text concept as well as its analysis. 

From the viewpoint of modern semiotics, each sign holds a special meaning, is used to store and transmit information, functions in a sign situation, interacts with other elements of the sign system, has clearly defined boundaries, which allows it to be separated from other signs, while musical content is a system of signs expressed by notes that reflect the pitch and duration of the sound, where the note (from Latin, nota, «sign») is a conventional graphic sign, located on the note state and indicating the pitch and relative duration of any sound (in some cases it is also a playback method). Musical semiotics emerged later than other areas of semiotics. The researchers are still debating whether music is a means of transmitting, storing and processing information.

Nowadays, musical content as a media text constitutes an integral part of the sound space, in which the role of music does not fundamentally change, as it continues to fulfill a specific function of conveying artistic information that can be emotionally and intellectually consumed, processed and compiled by using modern media technology. Although any media text has a clear focus on the given audience and the specific result, which leaves no room for perception options, it still induces changes in the individual worldview precisely because of the impact on the recipient’s emotions. The only peculiarity of the sound of musical content in the media is that it usually ceases to look like an integral work, and often has a quotation form to influence the viewer or listener as much as possible, in order to form a positive/negative perception of visual/audio object. The variety of modern media makes it possible to broadcast autonomous music (integral, complete musical works, primacy) and applied (discrete, secondary, compiled and subordinate to the text), which carries artistic information, models behavior and influences emotions. 

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